by Ching Pui Hang. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 77-78). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / PREFACE AND ACKNOWLEDGMENT --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Market Segmentation --- p.1 / Background of the Shampoo Market --- p.3 / Chapter II. --- DECISION PROBLEM --- p.6 / Chapter III. --- RESEARCH PROBLEM --- p.7 / Chapter IV. --- EXPLORATORY RESEARCH --- p.8 / Literature Review --- p.8 / Observation --- p.9 / In-depth Interviews --- p.9 / Focus Group Interviews --- p.9 / Chapter V. --- DESCRIPTIVE RESEARCH --- p.11 / Questionnaire Development --- p.11 / Pilot Testing --- p.12 / Sample Design --- p.12 / Target Respondents --- p.13 / Sampling Plan --- p.13 / Sample Size --- p.14 / Data Collection --- p.15 / Method of Administration --- p.15 / Response Rate --- p.15 / Chapter VI. --- DATA ANALYSIS AND RESULTS --- p.17 / Editing --- p.17 / Coding --- p.18 / Frequency --- p.18 / Factor Analysis --- p.20 / Cluster Analysis --- p.21 / Cross-tabulation --- p.22 / Chapter VII. --- LIMITATIONS --- p.24 / Research Design --- p.24 / Data Collection --- p.25 / Analysis --- p.26 / Chapter VIII. --- RECOMMENDATIONS --- p.28 / Market Environment --- p.28 / Wella Balsam --- p.30 / Marketing Objectives --- p.31 / Target Segment --- p.31 / Positioning --- p.32 / Marketing Implications --- p.33 / Product --- p.33 / Price --- p.35 / Distribution --- p.36 / Promotion --- p.37 / Evaluation Plans --- p.39 / Chapter IX. --- CONCLUSION AND FUTURE WORK --- p.41 / APPENDIX --- p.43 / BIBLIOGRAPHY --- p.77