by Cheung Pui Kay, Michelle, Lo Yuk Yi, Angel. / Includes Chinese questionnaire. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves [12]-[15] (2nd group)). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF EXHIBITS --- p.vi / ACKNOWLEDGEMENTS --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- RESEARCH OBJECTIVES --- p.6 / Chapter III. --- LITERATURE REVIEW --- p.8 / Definition of New Product --- p.11 / Stages of New Product Development Process --- p.13 / Opportunity Identification --- p.14 / Ideation --- p.14 / Screening --- p.15 / Development --- p.15 / Commercialization --- p.16 / Concept Testing --- p.16 / New Product Launch --- p.19 / Comparative Market Analysis --- p.20 / Chapter IV. --- METHODOLOGY --- p.21 / Research Design --- p.21 / Data Collection --- p.23 / Secondary Data Collection --- p.23 / Primary Data Collection --- p.24 / Sampling --- p.26 / Sampling Method --- p.26 / Sampling Size --- p.27 / Contruction of Questionnaire --- p.28 / Field Work --- p.30 / Data Analysis --- p.30 / Editing --- p.30 / Coding --- p.31 / Method of Analysis --- p.32 / Chapter V. --- LIMITATIONS --- p.39 / Sampling Control --- p.39 / Information Control --- p.40 / Administration Control --- p.42 / Limitations on Concept Testing --- p.42 / Chapter VI. --- FINDINGS AND IMPLICATIONS --- p.44 / Market Overview --- p.44 / RTD tea market in USA --- p.44 / RTD tea market in Hong Kong --- p.51 / Current Situation in the Soft Drinks Market --- p.60 / The Preference for Drinks When Water is Not Available --- p.60 / Number of Tea Drinkers in the Market --- p.61 / The Reasons for Not Drinking Tea --- p.62 / General Situation of Tea Market --- p.63 / Consumption Rate of Tea --- p.63 / Hotness of Tea Preferred --- p.64 / Occasions for Drinking Tea --- p.65 / Place Where People Get Tea --- p.66 / Reasons For Drinking Tea --- p.68 / The Type of Tea Frequently Drank --- p.69 / The Types of Drinks Used to Substitute for Tea --- p.71 / General Situation of RTD tea Market --- p.72 / Number of RTD tea Drinker in Hong Kong --- p.72 / Willingness to Try RTD tea for those Non-RTD tea Drinker --- p.73 / Consumption Rate of RTD tea --- p.73 / Popularity of Various Types of RTD tea --- p.75 / Evaluation of the Perception of RTD tea's Attributes --- p.76 / Attributes Considered for Selecting Tea --- p.76 / Perception Towards RTD tea --- p.79 / Perceptions of RTD tea's Attributes and Their Importance to Their Customers --- p.81 / Attitudes Towards RTD tea --- p.82 / General Attitudes Towards RTD tea --- p.82 / Relationships Between Attitudes and Personal Attributes --- p.83 / Appropriate Product Lines For RTD tea --- p.89 / Tea with Added Flower Flavors --- p.90 / Tea with Added Fruit Flavors --- p.96 / Suggested Types of Tea to be Launched in RTD Version --- p.101 / Difficulties of Launching New RTD tea --- p.102 / Product --- p.102 / Promotion --- p.103 / Distribution --- p.104 / Chapter VII. --- RECOMMENDATIONS --- p.106 / Timing --- p.106 / Product --- p.107 / Price --- p.109 / Promotion --- p.109 / Packaging --- p.110 / Distribution --- p.111 / Conclusion --- p.113 / APPENDICES / RTD Tea Participants in USA / Questionnaires / BIBLIOGRAPHY