by Lai Hau-yee, Lee Siu-ling. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves 68-70). / ACKNOWLEDGMENT --- p.iii / ABSTRACT --- p.iv / TABLE OF CONTENTS --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Scope --- p.1 / Statement of Problems --- p.2 / Motive for Shopping --- p.3 / Source of Product Information --- p.3 / Choice of Outlet/Product --- p.3 / Influencer of Purchase Decision --- p.3 / Type of Salesperson Preferred --- p.4 / Chapter II. --- RESEARCH METHODOLOGY --- p.5 / Research Design --- p.5 / Exploratory Research --- p.5 / Descriptive Research --- p.6 / Data Collection Method --- p.7 / Secondary Data --- p.7 / Primary Data --- p.7 / Fieldwork --- p.8 / Analysis --- p.9 / Chapter III. --- LITERATURE REVIEW --- p.10 / Chapter IV. --- ENVIRONMENTAL ANALYSIS --- p.14 / Purpose --- p.14 / External Environment --- p.14 / Population Demographics --- p.15 / Economic Environment --- p.15 / Infrastructure --- p.16 / Taxation --- p.16 / Legal Environment and Government Bureaucracy --- p.17 / Political Environment --- p.19 / Competitive Environment --- p.20 / Culture --- p.20 / Marketing Environment --- p.22 / Market Segmentation --- p.22 / Product --- p.23 / Price --- p.24 / Distribution --- p.24 / Promotion --- p.26 / Chapter V. --- SURVEY FINDINGS --- p.29 / Results of Descriptive Research --- p.29 / Cross-Tabulation --- p.29 / Hypothesis Testing --- p.39 / Chapter VI. --- CONCLUSIONS AND RECOMMENDATIONS --- p.45 / Chapter VII. --- LIMITATIONS --- p.49 / APPENDICES --- p.53 / BIBLIOGRAPHY --- p.68