by Tsang Yat-fai. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Includes bibliographical references. / ABSTRACT --- p.ii / TABLE OF CONTENT --- p.iii / LIST OF ILLUSTRATIONS --- p.v / ACKNOWLEDGMENTS --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Origin of research --- p.1 / The problem statement and the target population --- p.3 / Information sought --- p.6 / Chapter II. --- BACKGROUND ANALYSIS --- p.9 / The background --- p.9 / Game consoles: the products --- p.9 / The current promotion and distribution of game consoles in Hong Kong --- p.17 / Market size --- p.19 / Chapter III. --- PILOT SURVEY - PRELIMINARY INTERVIEWS --- p.21 / Target population's demographics and other characteristics --- p.21 / Target population's knowledge about game consoles in Hong Kong --- p.21 / Target population1s attitude towards different attributes of a game console --- p.23 / Graphic output quality --- p.23 / Sound output quality --- p.24 / Game variety --- p.25 / Game quality --- p.27 / Game system expandability --- p.29 / Game console price --- p.30 / Game card price --- p.31 / Relative importance of factors affecting their buy/no-buy decision making --- p.32 / Target population's preferences towards different brands of game consoles --- p.33 / Chapter IV. --- SAMPLE SURVEY DESIGN --- p.35 / Sampling plan --- p.35 / Questionnaire design --- p.37 / Chapter V. --- SAMPLE SURVEY RESULT AND INTERPRETATIONS --- p.39 / Characteristics of sample taken --- p.39 / Brand awareness --- p.41 / Sources of information: the information distribution channel --- p.43 / Attitude towards different attributes of the four game consoles --- p.46 / Relative importance of factors affecting the buy/no-buy decision --- p.49 / Preference towards different brands --- p.51 / Preference towards different product distribution channels --- p.52 / Intention to buy --- p.53 / Is there a room for the Super Famicom? --- p.54 / Chapter VI. --- LIMITATION AND CONCLUSION --- p.57 / APPENDIX --- p.Q1 / The display of the questionnaire --- p.Ql / Summary of questionnaire survey findings --- p.S1 / Frequency --- p.Fl / Crosstabs --- p.C1 / REFERENCES --- p.R1