by Lam Bik-yan Ruby, Lau Chuk Man Jacqueline. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaf 76). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / ACKNOWLEDGMENTS --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- LITERATURE REVIEW --- p.3 / Market Segmentation and Product Positioning Strategies --- p.3 / Customer's Purchasing Behavior --- p.5 / The Needs and Wants of Clothing and Accessories --- p.6 / Theories of Fashion Adoption --- p.6 / Factors Affecting the Needs and Wants of Fashion Merchandises --- p.8 / Effects of Fashion on the Shopping Habits --- p.10 / The Hair Accessories Business --- p.10 / Chapter III. --- MARKET SURVEY --- p.12 / Objective --- p.12 / Methodology --- p.12 / Limitations --- p.13 / The Questionnaire --- p.13 / Sample Size --- p.14 / Processing of Survey Data --- p.14 / Survey Findings and Interpretation --- p.14 / Chapter IV. --- FOCUS GROUP STUDIES --- p.17 / Purpose and Objectives --- p.17 / Compositions --- p.17 / Issues Discussed --- p.20 / Findings --- p.21 / Implications --- p.24 / Chapter V. --- "INTERVIEW WITH HAIR ACCESSORIES ENTREPRENEUR IN HONG KONG, CHERRY CHAU" --- p.26 / History of the Cherry Chau Creations --- p.26 / The Cherry Chau Concept --- p.27 / Conclusion --- p.30 / Further Advice --- p.30 / Chapter VI. --- THE BUSINESS PLAN --- p.33 / Executive Summary --- p.33 / The Enterprise --- p.36 / Market Analysis --- p.37 / Products and Services --- p.41 / Marketing Strategies --- p.45 / Operations --- p.49 / Management and Organization --- p.52 / Risk Reduction Strategies --- p.55 / Exit Strategies --- p.56 / Financial Data --- p.56 / Capitalization and Structure --- p.63 / APPENDIX --- p.64 / BIBLIOGRAPHY --- p.79

by Leung Wing Yiu, Raymond, Wong Shung Yan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 82-84). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / ACKNOWLEDGEMENTS --- p.vi / Chapter / Chapter 1. --- INTRODUCTION --- p.1 / Purpose / Definition of Direct Marketing / Direct Marketing Businesses in South East Asia / Singapore / Thailand / Malaysia / Taiwan / Direct Marketing Businesses in Hong Kong / Opportunities and Difficulties of Direct Marketing in Hong Kong / Consumer Attitude Towards Direct Marketing in Hong Kong / Chapter 2 --- METHODOLOGY --- p.15 / Literature Review / Interview with Local Direct Marketing Media and Practitioners / Focus Group Interview / Identification of Opportunities and Difficulties / Feasibility Study / Chapter 3 --- INTERVIEW WITH PRACTITIONERS IN HONG KONG --- p.19 / Interview with Mr. David Kwong of Bank of China Credit Cards / Introduction / Products Offered Through Direct Marketing / Criteria for Good Selling Products / Customer Information Maintenance / Interview with Ms Panky Poon of Chase Credit Card / Products Offered Through Direct Marketing / Criteria for Good Selling Products / Customer Relationship Maintenance / Interview with Mr. Peter Stening of Ball Partnership / Companies Served by Ball in Direct Marketing / Benefits and Difficulties of Using Direct Marketing / Outlook of Direct Marketing / Interview with Mr. Alan Ng of Ogilvy & Mather Direct / Products Offered Through Direct Marketing / Benefits and Difficulties of Using Direct Marketing / Outlook of Direct Marketing / Chapter 4 --- FOCUS GROUP INTERVIEWS --- p.26 / The Questionnaire / The Interview Discussion / Demographics / The Questionnaire Result / The Interview Result / General Attitude / Accessory Products / Direct Marketing of Accessory Products / Direct Marketing of Ties / Chapter 5 --- OPPORTUNITIES AND DIFFICULTIES --- p.41 / Consumer Attitudes / Value of Product / Convenience / Confidence in Marketer and Product / Product Attributes / Product Uniqueness / Product Price / Non-necessities / Added Value / Marketing Attributes / The Customer Database / A Reputable Marketer with Good Quality Product / Pre-examination of Product Before Purchase / Difficulties / Chapter 6 --- MEN'S ACCESSORIES --- p.48 / The Market / The Product / The Supplier / Chapter 7 --- FEASIBILITY STUDY --- p.52 / Factors affecting Direct Marketing of Men's Accessories / Suggested Approach to Direct Marketing / Product / Price / Mode of Distribution / Promotion / Customers Maintenance / Financial Analysis / Marketing Cost / Required Revenue / Shortcomings / Chapter 8 --- CONCLUSION --- p.63 / Direct Marketing in General / Direct Marketing of Men's Accessories / Limitations of the Study / Viewpoints on Direct Marketing of Men's Accessories / Recommendations for Further Studies / APPENDIX / Chapter 1 --- QUESTIONNAIRE --- p.70 / Chapter 2 --- OUTLINE OF FOCUS GROUP DISCUSSION --- p.73 / Chapter 3 --- THE BERTINI PRODUCT CATALOGUES --- p.75 / BIBLIOGRAPHY --- p.82