by Chiu Kwok-Yee, Louie Hon-Kuen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves [97-98]). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / LIST OF TABLES --- p.v / LIST OF FIGURES --- p.vii / ACKNOWLEDGMENTS --- p.viii / CHAPTER / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Reason for Study --- p.1 / Chapter 1.2 --- An Overview of the Local Market --- p.2 / Chapter 1.2.1 --- Market Size and Growth --- p.4 / Chapter 1.2.2 --- Market Competitors --- p.6 / Chapter 1.2.3 --- Strategies --- p.8 / Chapter 1.2.3.1 --- Low Price Strategy --- p.3 / Chapter 1.2.3.2 --- Service Differentiation Strategy --- p.9 / Chapter 1.2.3.3 --- Market Development Strategy --- p.11 / Chapter 1.3 --- Research Objectives --- p.13 / Chapter 1.3.1 --- Decision Problems --- p.13 / Chapter 1.3.2 --- Research Problems --- p.13 / Chapter 1.3.3 --- Research Objectives --- p.14 / Chapter 2. --- LITERATURE REVIEW --- p.15 / Chapter 2.1 --- Definition --- p.15 / Chapter 2.2 --- Segmentation Options --- p.15 / Chapter 2.3 --- Advantages of Market Segmentation --- p.17 / Chapter 2.4 --- Prerequisites for a Segmentation Scheme --- p.18 / Chapter 2.5 --- Segmentation Bases --- p.20 / Chapter 2.5.1 --- Geographic Segmentation --- p.20 / Chapter 2.5.2 --- Demographic Segmentation --- p.20 / Chapter 2.5.3 --- Psychographic Segmentation --- p.21 / Chapter 2.5.4 --- Behaviouristic Segmentation --- p.24 / Chapter 3. --- RESEARCH METHODOLOGY --- p.27 / Chapter 3.1 --- Research Design --- p.27 / Chapter 3.2 --- Sampling --- p.27 / Chapter 3.3 --- Data Collection --- p.28 / Chapter 4. --- LIMITATIONS --- p.30 / Chapter 5. --- IDENTIFICATION OF MARKET SEGMENTS FOR PSYCHOGRAPHIC AND BENEFIT SEGMENTATION --- p.32 / Chapter 5.1 --- Psychographic Segmentation --- p.32 / Chapter 5.1.1 --- Factor Analysis --- p.32 / Chapter 5.1.2 --- Cluster Analysis --- p.38 / Chapter 5.2 --- Benefit Segmentation --- p.41 / Chapter 5.2.1 --- Factor Analysis --- p.42 / Chapter 5.2.2 --- Cluster Analysis --- p.45 / Chapter 6. --- INTERPRETATION AND PROFILING OF MARKET SEGMENTS --- p.47 / Chapter 6.1 --- Demographic Segmentation Analysis --- p.47 / Chapter 6.2 --- Usage Segmentation Analysis --- p.52 / Chapter 6.2.1 --- Demographic Profile --- p.52 / Chapter 6.2.2 --- Psychographic Profile --- p.55 / Chapter 6.2.3 --- Media Preference and Product Usage Profile --- p.56 / Chapter 6.2.4 --- Benefit Profile --- p.56 / Chapter 6.2.5 --- Service-Needs Profile --- p.58 / Chapter 6.3 --- Psychographic Segmentation Analysis --- p.61 / Chapter 6.3.1 --- Interpretation of Segments --- p.61 / Chapter 6.3.2 --- Media Preference and Product Usage Profile --- p.69 / Chapter 6.3.3 --- Benefit Profile --- p.71 / Chapter 6.3.4 --- Service-Needs Profile --- p.72 / Chapter 6.4 --- Benefit Segmentation Analysis --- p.76 / Chapter 6.4.1 --- Interpretation of Segments --- p.76 / Chapter 6.4.2 --- Psychographic Profile --- p.81 / Chapter 6.4.3 --- Media Preference and Product Usage Profile --- p.82 / Chapter 6.4.4 --- Service-Needs Profile --- p.83 / Chapter 7. --- IMPLICATIONS FOR MARKETING STRATEGIES --- p.86 / Chapter 7.1 --- Discussion --- p.86 / Chapter 7.1.1 --- General Demographics of Pager Users --- p.86 / Chapter 7.1.2 --- Services Needed by Pager Users --- p.87 / Chapter 7.1.3 --- An Evaluation of the Four Segmentation Bases Usedin the Study --- p.88 / Chapter 7.1.4 --- Similar Segments Identified by Both Usage and Benefit Segmentation --- p.90 / Chapter 7.2 --- Implications for Marketing Strategy --- p.92 / Chapter 7.2.1 --- Target Market --- p.92 / Chapter 7.2.2 --- Product Strategy --- p.92 / Chapter 7.2.3 --- Price Strategy --- p.93 / Chapter 7.2.4 --- Promotional Strategy --- p.94 / Chapter 7.2.5 --- Distribution Strategy --- p.94 / Chapter 8. --- CONCLUSION --- p.95 / BIBLIOGRAPHY / APPENDICES / APPENDIX A Questionnaire (English Version) / APPENDIX B Questionnaire (Chinese Version) / APPENDIX C List of AIO Questions / APPENDIX D Varimax Rotated Component Analysis Factor Matrix / APPENDIX E Psychographic Profile of the Two Usage Segments / APPENDIX F Psychographic Profile of the Six Psychographic Segments / APPENDIX G Demographic Profile of the Six Psychographic Segments / APPENDIX H Demographic Profile of the Two Benefit Segments / APPENDIX I Psychographic Profile of the Two Benefit Segments

Yu Yat-Wah. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / LIST OF FIGURES --- p.vi / ACKNOWLEDGEMENTS --- p.vii / CHAPTER / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 2. --- MARKETING IMAGE STUDY FOR TELECOM PAGING LIMITED --- p.3 / Market Situation of the Paging Industry --- p.3 / Marketing Strategy --- p.6 / The Target Company - Telecom Paging Ltd --- p.11 / Research Objective --- p.12 / Chapter 3. --- LITERATURE REVIEW --- p.13 / Chapter 4. --- RESEARCH METHODOLOGY --- p.19 / Exploratory Study --- p.19 / Descriptive Research --- p.20 / Chapter 5. --- LIMITATIONS --- p.24 / Chapter 6. --- RESULTS --- p.26 / Demographic Characteristics of the Respondents --- p.26 / Media Through Which Respondents Became Aware of Telecom Paging and New World Paging --- p.29 / Top of Mind Paging Companies --- p.31 / Mean Score of Each Attribute --- p.32 / Mean Importance of Each Attribute --- p.35 / Chapter 7. --- IMAGE GAP ANALYSIS --- p.37 / Telecom's Image versus New World's Image --- p.40 / Actual Image versus Perceived Image --- p.44 / Chapter 8. --- RECOMMENDED MARKETING STRATEGY FOR TELECOM PAGING LIMITED --- p.49 / Chapter 9. --- CONCLUSION --- p.56 / BIBLIOGRAPHY --- p.58 / APPENDICES --- p.60