by Lam Lai-Ming, Tai King-Chi. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves [35-36]). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / ACKNOWLEDGMENTS --- p.v / Chapter I. --- INTRODUCTION --- p.1 / Overview of the Project --- p.1 / Industry Background --- p.1 / Customer --- p.2 / Objectives --- p.3 / Scope of Study --- p.3 / Definition of Terms --- p.5 / Organization of the Project --- p.6 / Summary --- p.6 / Chapter II. --- METHODOLOGY --- p.8 / Research Design --- p.8 / Exploratory Research --- p.8 / Literature Review --- p.9 / Company Interview --- p.9 / Observation --- p.9 / Descriptive Research --- p.10 / Field Work --- p.10 / Sampling --- p.10 / Questionnaire Design --- p.11 / Summary --- p.11 / Chapter III. --- COMPANY BACKGROUND --- p.13 / Setting the Foundation --- p.13 / Business Philosophies and Social Responsibility --- p.14 / Business Development --- p.16 / Marketing Objective of Setting the Hong Kong Counter --- p.17 / Summary --- p.18 / Chapter IV. --- THE ENVIRONMENT --- p.19 / Market and Competitors --- p.19 / Target Group --- p.20 / Summary --- p.21 / Chapter V. --- THE CURRENT MARKETING STRATEGIES --- p.22 / Product Strategy --- p.22 / Price Strategy --- p.23 / Communication Strategy --- p.24 / Endorsement of Celebrities --- p.24 / Services and Salesforce Strategy --- p.25 / Distribution Strategy --- p.26 / Summary --- p.27 / Chapter VI. --- DATA ANALYSIS AND INTERPRETATION --- p.28 / Interviewee Profile --- p.28 / About Color Cosmetic Users in General --- p.29 / Buyer Behavior and Brand Loyalty --- p.29 / Awareness Level Among Different Brands --- p.33 / About Those Who Know MAC --- p.35 / MAC Visitors --- p.35 / MAC Purchasers --- p.36 / Information Channels --- p.37 / Intention to Buy --- p.38 / Impression on MAC --- p.39 / Summary --- p.41 / Chapter VII. --- IMPLICATION OF FINDINGS --- p.43 / Low Loyalty --- p.43 / """Word-of-mouth""" --- p.43 / Criteria in Selecting the Shop and Making Purchase --- p.44 / Importance of Point of Purchase Material and Salesperson --- p.44 / Success Factors of MAC --- p.45 / Weaknesses of MAC --- p.45 / Conclusion --- p.46 / Chapter VIII. --- RECOMMENDATIONS --- p.47 / Product Strategy --- p.47 / Price Strategy --- p.49 / Communication Strategy --- p.49 / Services and Salesforce Strategy --- p.51 / Distribution Strategy --- p.51 / Summary --- p.52 / Chapter IX. --- LIMITATIONS --- p.54 / APPENDIX / BIBLIOGRAPHY