by Chan Min, Simon, Wong Suet Ching, Magdalene. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves 99-101). / TABLE OF CONTENTS --- p.iii-iv / LIST OF TABLES --- p.v / PREFACE --- p.vi / Chapter / Chapter I. --- INTRODUCTION / Characteristics of Modern Consumer Behaviour --- p.1 / Framework of the Project --- p.1 / Methodology --- p.2 / Moulding Consumer Behaviour --- p.3 / Chapter II. --- CONSUMER BEHAVIOUR AND MARKETING STRATEGY / Definition of Consumer Behaviour --- p.4 / The Basic Characteristics of Consumer Behaviour --- p.4 / Key 1 : Motivation --- p.5 / Key 2 : Consumer Behaviour Includes Many Activities --- p.6 / Key 3 : Consumer Behaviour is a Process --- p.7 / Key 4 : Consumer Behaviour Differs in Timing and Complexity --- p.7 / Key 5 : Consumer Behaviour Involves Different Roles --- p.8 / Key 6 : Consumer Behaviour is Influenced by External Factors --- p.9 / Key 7 : Consumer Behaviour Differs for Different People --- p.9 / The Institutional Consumer Behaviour --- p.10-11 / Similarities to Individual Consumer Buying / Differences from Individual Consumer Buying / Chapter III. --- MACROENVIRONMENT / The Importance of China Market --- p.12 / The Sociological Aspect of China Market --- p.13 / The Economic Aspect of China Consumer Market --- p.13-16 / Recent Political Development --- p.17-18 / Chapter IV. --- MICROENVIRONMENT / Zhuhai City --- p.19-23 / Zhuhai Department Store --- p.24 / Mission of Zhuhai Development Store --- p.24 / Marketing Approach --- p.24 / Strength of Zhuhai Department Store --- p.25 / An Analysis of its weaknesses --- p.26 / Threats of The Store --- p.26 / Opportunities for The Store --- p.27 / Chapter V. --- TRENDS OF CONSUMER BEHAVIOUR IN ZHUHAI CITY / Marketing Survey of Consumer Behaviour in Zhuhai City / Questionnaire Survey / Methodology --- p.28 / Analysis of Questionnaire Result --- p.29-35 / Interviews of Zhuhai Department Store / Methodology --- p.36 / Analysis of Interview Results --- p.37 / Zhuhai Department Store In Store Observation --- p.38-39.13 / Chapter VI. --- INTERVIEW WITH EXPERTISE OF HONG KONG ACADEMIC AND COMMERCIAL FIELD / Methodology --- p.40 / Analysis of Interview Results --- p.41 / Chapter VII. --- RECOMMENDED STRATEGIES / Market Segmentation --- p.42 / Market Penetration --- p.42 / Market Development --- p.43 / Pricing Strategy --- p.43 / Product Strategy --- p.43 / Advertising / Promotion Strategy --- p.43 / Building Up Corporate Image --- p.44 / Quality Management --- p.44 / Incentive for Sales --- p.44 / Education for Customer --- p.44 / APPENDIX --- p.45-98 / BIBLIOGRAPHY --- p.99-101

by Cheng Yin Ling, Carrol, Hung Bing Bing. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaf [25] (2nd gp.)). / ACKNOWLEDGEMENTS --- p.ii / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.v / Chapter CHAPTER 1 --- INTRODUCTION --- p.7 / Chapter 1.1 --- Structure of the Project --- p.7 / Chapter 1.2 --- The Evolution of Department Stores in Hong Kong --- p.8 / Chapter 1.3 --- The Birth of CRC Department Store --- p.11 / Chapter 1.4 --- Research Objectives --- p.13 / Chapter 1.5 --- Scope of Study --- p.13 / Chapter 1.6 --- Research Methodology --- p.14 / Chapter 1.6.1 --- Exploratory Research --- p.14 / Chapter 1.6.2 --- Descriptive Research --- p.15 / Chapter 1.7 --- Summary of the Chapter --- p.15 / Chapter CHAPTER II --- COMPANY BACKGROUND --- p.17 / Chapter 2.1 --- history of CRC department store --- p.17 / Chapter 2.2 --- Store Operation --- p.17 / Chapter 2.3 --- Target Customers --- p.18 / Chapter 2.4 --- Merchandise Mix and Scope of Service --- p.18 / Chapter 2.5 --- Perceived Competitors --- p.19 / Chapter 2.6 --- Merchandising System --- p.20 / Chapter 2.7 --- Summary of the Chapter --- p.20 / Chapter CHAPTER III --- THE MARKET REPOSITIONING PROGRAM --- p.22 / Chapter 3.1 --- The Market Repositioning Program of CRC --- p.22 / Chapter 3.1.1 --- Signs and Logo --- p.23 / Chapter 3.1.2 --- Merchandise Selection --- p.23 / Chapter 3.1.3 --- Merchandise Buying --- p.24 / Chapter 3.1.4 --- Store Layout --- p.24 / Chapter 3.1.5 --- Sales Personnel --- p.25 / Chapter 3.1.6 --- Promotional Tactics --- p.26 / Chapter 3.2 --- Evaluation Criteria for the Market Repositioning Program --- p.27 / Chapter 3.3 --- Factors Affecting the Effectiveness of the Market Repositioning Program --- p.28 / Chapter 3.4 --- Summary of the Chapter --- p.29 / Chapter CHAPTER IV --- CUSTOMER SURVEY OBJECTIVES AND METHODOLOGY --- p.31 / Chapter 4.1 --- Customer Survey Objectives --- p.31 / Chapter 4.1.1 --- Definitions of Specific Terms --- p.32 / Chapter 4.2 --- Customer Survey Methodology --- p.32 / Chapter 4.2.1 --- Questionnaire Design --- p.33 / Chapter 4.2.2 --- Field Work --- p.34 / Chapter 4.2.3 --- Sampling Design --- p.35 / Chapter 4.3 --- Limitations --- p.36 / Chapter 4.4 --- Summary of the Chapter --- p.38 / Chapter CHAPTER V --- CUSTOMER SURVEY FINDINGS --- p.39 / Chapter 5.1 --- findings from survey on existing customers --- p.39 / Chapter 5.1.1 --- Demographic Profile of Respondents --- p.39 / Chapter 5.1.2 --- Identify Customer Status --- p.40 / Chapter 5.1.3 --- Impression Difference on CPC/CME and CRC among Old Customers --- p.40 / Chapter 5.1.4 --- Reasons for Buying from CRC from New Customers --- p.41 / Chapter 5.2 --- findings from survey on potential customers --- p.42 / Chapter 5.2.1 --- Current Awareness Towards CRC --- p.43 / Chapter 5.2.2 --- Intention to Buy from CRC --- p.43 / Chapter 5.3 --- Summary of the Chapter --- p.45 / Chapter CHAPTER VI --- ISSUES & DISCUSSIONS --- p.46 / Chapter 6.1 --- Merchandise --- p.46 / Chapter 6.1.1 --- Price and Quality --- p.46 / Chapter 6.1.2 --- Assortment and Fashion --- p.47 / Chapter 6.2 --- Store Layout and Atmosphere --- p.48 / Chapter 6.2.1 --- Layout and Floor Plan of Store --- p.48 / Chapter 6.2.2 --- External and Internal Decor of Store --- p.49 / Chapter 6.2.3 --- Merchandise Display --- p.50 / Chapter 6.3 --- Sales Personnel --- p.51 / Chapter 6.4 --- Summary of the Chapter --- p.51 / Chapter CHAPTER VII --- RECOMMENDATIONS AND CONCLUSIONS --- p.52 / Chapter 7.1 --- Recommendations --- p.52 / Chapter 7.1.1 --- Merchandise --- p.52 / Chapter 7.1.2 --- Store Layout and Atmosphere --- p.54 / Chapter 7.1.3 --- Sales Personnel --- p.56 / Chapter 7.1.4 --- Ways of Communication --- p.58 / Chapter 7.2 --- Conclusions --- p.60 / Chapter 7.3 --- Summary of the Chapter --- p.61 / APPENDIX / BIBLIOGRAPHY