by Cheng Ka-Chung, Ho Fung-Ching. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 49-51). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.v / LIST OF TABLES --- p.vi / ACKNOWLEDGMENTS --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- LITERATURE REVIEW --- p.5 / Chapter III. --- METHODOLOGY --- p.10 / Decision Making Objectives --- p.10 / Research Objectives --- p.11 / Research Design --- p.11 / Hypothesis Testing --- p.14 / Statistical Analysis Method --- p.17 / Sampling and Data Collection --- p.18 / Chapter IV. --- RESULTS --- p.19 / Sample --- p.19 / General Brand and Country Evaluation --- p.19 / Plot of Main Effect - Brand Name --- p.19 / Plot of Main Effect - Country-of-Origin --- p.22 / Plot of Treatments --- p.23 / Hypothesis Testing using ANOVA --- p.25 / Basic Findings --- p.25 / Other Findings --- p.27 / Pairwise t-test for Country-of-Origin Effect --- p.28 / Preferential Analysis --- p.29 / Chapter V. --- LIMITATION --- p.36 / Sampling Bias --- p.36 / Reliability --- p.36 / Validity --- p.37 / Chapter VI. --- CONCLUSION AND RECOMMENDATION --- p.38 / APPENDICES --- p.42 / BIBLIOGRAPHY --- p.49