by Wong Tak Hoi. / 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 / ACKNOWLEDGEMENTS --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter I.1 --- Tourist Industry in Hong Kong --- p.1 / Chapter I.2 --- Ojectives of the Project --- p.2 / Chapter I.3 --- Aspects of Segmentation Base Adopted in the Project --- p.4 / Chapter I.4 --- Overview --- p.5 / Chapter II. --- LITERATURE REVIEW --- p.6 / Chapter II.1 --- The Physical Attributes --- p.7 / Chapter II.1.A --- Geographic --- p.7 / Chapter II.1.B --- Demographic --- p.7 / Chapter II.l.C --- Socioeconomic --- p.8 / Chapter II.2 --- The Behavioral Attributes --- p.8 / Chapter II.2.A --- Psychographics and Lifestyle --- p.8 / Chapter II.2.B --- Product Usage --- p.9 / Chapter II.2.C --- Perceptions and Preferences --- p.10 / Chapter II.2.D --- Benefits --- p.10 / Chapter III. --- METHODOLOGY --- p.14 / Chapter III.1 --- Limitations --- p.16 / Chapter IV. --- PROFILE REPORTS --- p.18 / Chapter IV.1 --- Product Profile Report --- p.18 / Chapter IV.1.A --- Strengths of the Hong Kong Souvenir Cup --- p.18 / Chapter IV.1.B --- Weaknesses of the Hong Kong Souvenir Cup --- p.19 / Chapter IV.2 --- Competitive Profile Report --- p.19 / Chapter IV.3 --- Customer Profile Report --- p.20 / Chapter V. --- RESULTS --- p.21 / Chapter V.1 --- Findings and Analysis Related to the Group which Decided to Buy the Souvenir Cup as/Expected it to be Used as an Ornament --- p.21 / Chapter V.2 --- Findings and Analysis Related to the Group which Decided to Buy the Souvenir Cup for/Expected it to be Used for Drinking Tea or Coffee --- p.25 / Chapter V.3 --- Findings and Analysis Related to the Miscellaneous Group which does not Know How the Souvenir Cup is Going to be Used --- p.30 / Chapter V.4 --- General Information about the Tourists --- p.34 / Chapter VI. --- MARKETING STRATEGY --- p.37 / Chapter VI.1 --- Target Segment --- p.37 / Chapter VI.2 --- Product Strategy --- p.38 / Chapter VI.3 --- Pricing Strategy --- p.39 / Chapter VI.4 --- Distribution Strategy --- p.39 / Chapter VI.5 --- Promotional Strategy --- p.40 / Chapter VII. --- CONCLUSION --- p.42 / APPENDIX I Exploratory phase questionnaire (English version) --- p.43 / APPENDIX II Descriptive phase questionnaire (English version) --- p.46 / APPENDIX III Descriptive phase questionnaire (Chinese version) --- p.49 / APPENDIX IV Drawing of Hong Kong souvenir cup --- p.52 / BIBLIOGRAPHY --- p.53