by Wu Yuk-Fai. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 193-195). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / ACKNOWLEDGEMENTS --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Title of the Project --- p.1 / Statement of the Problem --- p.1 / Purpose of the study --- p.1 / Industrial Background --- p.2 / Research Objectives --- p.5 / Justification --- p.5 / Scope of the Study --- p.6 / Overview of Following Chapters --- p.6 / Chapter II. --- LITERATURE REVIEW --- p.8 / Definition of Sales Promotion --- p.8 / Get Something for Nothing --- p.8 / An Element of the Promotion Mix --- p.8 / Extraordinary Selling Efforts --- p.8 / Out-of-the-ordinary Event Sales --- p.9 / Short-term Nature --- p.9 / """Idea"" behind Sales Promotion" --- p.9 / Conclusion --- p.10 / Growth of Importance of Sales Promotion --- p.10 / Sales Promotion Spending Outpaces Media Advertising --- p.10 / Reasons for Growth of Sales Promotion --- p.11 / Basic Goals of Sales Promotion --- p.11 / To Increase Number of New Customers --- p.11 / To Increase Consumption of Current Consumers --- p.12 / To Build Continuity of Purchase --- p.13 / Additional Role Play of Promotion Activities --- p.13 / Establish Shop Personalities --- p.13 / As a Tool to Persuade --- p.13 / Meet the Market Standard: Constant Promotion --- p.14 / Common Sales Promotion Activities --- p.14 / Sampling --- p.14 / Premiums --- p.15 / Contest and Sweepstakes --- p.15 / Customers as Selling Agents --- p.15 / Windows Display --- p.16 / Trading Stamps --- p.16 / Coupons --- p.16 / Trend in Sales Promotion --- p.16 / "No ""Sure-Winner""" --- p.16 / """Diminishing Marginal Impact"" Effect" --- p.17 / Conclusion --- p.17 / Chapter III. --- METHODOLOGY --- p.18 / Overview --- p.18 / Literature Review --- p.18 / Personal Interview with PC Retailers --- p.18 / Qualitative Focus Group Discussion --- p.19 / Quantitative Questionnaire Survey --- p.20 / Conjoint Analysis Interview --- p.20 / Chapter IV. --- QUALITATIVE RESEARCH RESULTS AND ANALYSIS --- p.22 / Overview --- p.22 / Customer Needs of Personal Computer (PC) --- p.23 / Usage of PC --- p.23 / Dissatisfaction of PC --- p.23 / Customer Needs --- p.23 / Purchase Behaviour of Personal Computer (PC) --- p.24 / Information Searching Process --- p.24 / Evaluation Criteria --- p.26 / Aftersales Satisfaction and Reinforcement --- p.29 / Reaction to different types of sales promotion activities --- p.29 / Overall Comparison --- p.30 / Guarantee-added promotion --- p.31 / Price-cut promotion --- p.32 / Value-added promotion --- p.33 / Conclusion --- p.34 / Market Situation --- p.34 / How Important of Sales Promotion is in Shaping the Purchase Behaviour? --- p.35 / Hypotheses Formulation --- p.36 / Chapter V. --- QUANTITATIVE SURVEY RESULTS AND ANALYSIS --- p.38 / Overview --- p.38 / Preference for PC Retail Outlets --- p.39 / Choice Criteria of PC Retail Shops --- p.40 / Consumer Preference of Different Sales Promotion Activities --- p.42 / Conclusion --- p.44 / Chapter VI. --- CONJOINT ANALYSIS AND INTERPRETATION --- p.46 / Overview --- p.46 / Evaluation of Relative Importance Among Sales Promotion Activities --- p.47 / Conclusion --- p.50 / Chapter VII. --- MARKETING IMPLICATIONS --- p.51 / Retail Outlets --- p.51 / Sales Promotion vs. Advertising --- p.52 / Price as the Only Factor? --- p.52 / Effective Sales Promotion Plan --- p.53 / Chapter VIII. --- RECOMMENDATION ON FUTURE RESEARCH --- p.55 / Limitations --- p.55 / Recommendations --- p.55 / TABLES --- p.57 / APPENDICES --- p.181 / BIBLIOGRAPHY --- p.193