by Wong Mei-Ki, Melissa. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves 88-92). / Questionnaire also in Chinese. / ABSTRACT --- p.iv / TABLE OF CONTENTS --- p.vi / LIST OF FIGURES --- p.ix / ACKNOWLEDGEMENTS --- p.xi / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Background --- p.1 / Chapter ■ --- The older consumers constitute a market too huge to be ignored / Chapter ■ --- The gray market in Hong Kong / Research Objectives --- p.3 / Chapter CHAPTER II --- LITERATURE REVIEW --- p.5 / Older Consumers Defined --- p.5 / Heterogeneity of the Gray Market --- p.6 / Spending Pattern of Older Consumers --- p.7 / Chapter ■ --- Positive attitude towards consumption / Chapter ■ --- The products and services / Chapter ■ --- Value and price consciousness / Discretionary Income and Expenditures of Older Consumers in Hong Kong --- p.9 / Leisure Defined --- p.10 / Chapter ■ --- Definition / Chapter ■ --- Grouping of leisure activities / Leisure Activities Enjoyed by the Elderly --- p.12 / Chapter ■ --- An experience in Japan / Chapter ■ --- Gommon leisure activities of the Hong Kong elderly / Leisure Activities as a Potential Marketing Opportunity --- p.13 / Chapter ■ --- Abundance of time resources / Chapter ■ --- Psychological and physiological needs / Marketing Strategies Adopted in the USA and Japan --- p.15 / Chapter ■ --- Special products catering the needs of the elderly / Chapter ■ --- Promotional appeals / Chapter CHAPTER III --- METHODOLOGY --- p.17 / Sampling --- p.17 / Chapter ■ --- The samples / Chapter ■ --- Sampling procedures / Research Design --- p.20 / Chapter ■ --- Research procedures / Chapter ■ --- Questionnaire design / Leisure activities / Spending characteristics / "Psychographics, values and attitudes" / General demographics / Data Collection --- p.23 / Data Analysis --- p.25 / Chapter CHAPTER IV --- RESULTS AND DISCUSSION --- p.27 / Profile of Subjects --- p.27 / Leisure Activities Participated --- p.27 / Chapter ■ --- Non spending type of leisure activities participated / Chapter ■ --- Spending type of leisure activities participated / Income and Expenditure --- p.30 / Chapter ■ --- Household income / Chapter ■ --- Monthly expenditure / Chapter ■ --- Discretionary income / Chapter ■ --- Expenditure pattern / Consumption Characteristics --- p.32 / Chapter ■ --- Brand consciousness / Chapter ■ --- Quality consciousness / Chapter ■ --- Fashion consciousness / Chapter ■ --- Price consciousness / Chapter ■ --- Brand/product loyalty / Chapter ■ --- Confusion by over-choice / Chapter CHAPTER V --- GONGLUSION --- p.41 / Summary of the Research --- p.41 / Managerial Implications --- p.42 / Chapter ■ --- Establishing a well-known brand / Chapter ■ --- Fashionable product design with smaller packages / Chapter ■ --- Advertising appeal / Chapter ■ --- Reaching the gray market and promotional appeals / Chapter ■ --- Other marketing opportunities / Limitations of the Study --- p.45 / Chapter ■ --- The research design / Chapter ■ --- The sample and sampling procedure / Chapter ■ --- Applicability of the research findings / Directions for Future Research --- p.46 / Chapter ■ --- Consumption styles / Chapter ■ --- Affirming the true attributes / Epilogue: The Changing Environment --- p.47 / Chapter ■ --- Political/Legal / Chapter ■ --- Education / Chapter ■ --- Technology / TABLES & FIGURES Figures 1 to 28 --- p.49 / QUESTIONNAIRES / English Version --- p.77 / Chinese Version --- p.82 / BIBLIOGRAPHY --- p.88