Thesis (M. Phil.)--University of Hong Kong, 1997. / Includes bibliographical references (leaf 209-219).

Thesis (Ph. D.)--University of Missouri-Columbia, 1999. / Typescript. Vita. Includes bibliographical references (leaves 255-270). Also available on the Internet.

Thesis (Ph. D.)--Virginia Polytechnic Institute and State University, 1992. / Vita. Abstract. Includes bibliographical references (leaves 254-261). Also available via the Internet.

Prof. J.A. Bennett

This study critically examined how three Canadian ski resorts markets to the Nexus Generation (population cohort aged 18 to 35 years) by evaluating the marketing practices of three leading ski resorts owned by a major resort development company located in Canada. The research objectives were to critically review the resorts' marketing methods for profiling and targeting the Nexus Generation, and evaluate the effectiveness of these methods based on established theory in generational marketing. The study followed a case study approach and a qualitative research methodology. Marketing Directors from the three ski resorts were recruited into the study and interviewed using semi-structured interview methods. Interviews were conducted on-site at the respective resorts in order to provide a more natural environment for the participants and to facilitate field observations and collection of marketing plans and materials. Data analysis focused on the resorts' profiles and amenities, their target consumer groups, and their marketing approaches, including any use of generational marketing methods, and any targeting of Nexus. The results indicate that the ski resorts' application of generational marketing as a marketing strategy and their perceptions of Nexus as a market segment correlated well with theories of generational marketing and the Nexus generation. The Nexus generation was not identified as a specific target market, however, it overlapped many of the target groups outlined by the ski resorts. Although not marketed to directly, Nexus was identified as an important group and in particular their vitality and youth were valued as a desirable quality to have associated with the resort. Generational marketing was used by each of the resorts to varying degrees, however, further steps could be taken in this area such as determining major world and life experiences that have affected the attitudes of skiing consumers, including their perceptions of critical ski resort amenities and services, and their attitudes towards money and consumerism more generally. The analysis contributed to the literature by providing a concrete case study that critically evaluated generational marketing approaches at three Canadian ski resorts, and points the way for further use of generational marketing methods in the ski industry. / Education, Faculty of / Kinesiology, School of / Graduate

Yes / This study explores the underdog brand biography dimensions that emerging-country consumers identify with (Study 1) and attempts to uncover the effects of these dimensions on brand affinity and purchase intention moderated by self-identity and brand trust (Study 2). Study 1, using data from 359 young Indians, reveals three underlying dimensions integral to underdog brand biography in emerging markets. Study 2 employs an experimental setup with a single-factorial design among 332 young Mexican consumers to investigate the direct effects of three identified underdog brand biography dimensions on purchase intention, mediated by brand affinity and moderated by consumer self-identity and brand trust. Study 1 reveals three dimensions underlying underdog brand biographies: unfavorable circumstances, striving in adversities and passion, and persistent will to succeed. Study 2 reveals that consumers with higher self-identity demonstrate greater purchase intentions for an underdog brand than a top dog one. This study delineates the link between different dimensions of underdog brand biographies with brand affinity and purchase intention in emerging countries and builds on the understanding of the moderating role played by self-identity and brand trust. The results indicate that marketers can successfully use underdog narratives to influence consumer decision-making, thereby increasing brand affinity and purchase intention.

The purpose of the study was to explore specific buying practices of teenage girls and to determine the influence of age and employment on shopping patterns. The buying practices investigated included use of credit, apparel purchase price, purchasing of reduced merchandise, brand name preferences, utilization of store personnel and stores patronized. The data were collected by questionnaires administered to 205 high school girls in grades 9 through 12 enrolled in the two public high schools in Carrollton, Texas. Chi square tests of independence were computed along with descriptive statistics. Buying patterns of Carrollton teenagers were found to be similar to girls in other areas of the United States. A positive correlation was found between shopping patterns and student age and employment.

Thesis (MNutr (Human Nutrition))--University of Stellenbosch, 2009. / INTRODUCTION: The aim of this study was to determine the characteristics of and factors impacting on the intake of fast-foods by young adults from different socio-economic areas in Gauteng, South Africa. The population for the study (n = 341) included males (n = 180) and females (n = 161) with a mean age of 24.48 years (SD = 3.492). METHODS: A descriptive cross-sectional, observational study was performed using an interviewer-administered, validated questionnaire to elicit characteristics of the studied population (gender, education level, income status and income level), reasons for – and frequency of – fast-food intake, specific food choices at certain categories of fast-food outlets, as well as consumers’ attitude towards health and healthier meal options. Purposive sampling of shopping malls was done to collect data on three weekend days at grocery stores in the shopping complexes. Statistical analysis included: Pearson Chisquare tests, likelihood ratios, linear by linear associations and Cramer’s V and Kendall tau b tests. RESULTS: The studied population consisted primarily of working young adults with at least secondary education. Almost half (n = 103) of the employed participants from all socio-economic groups earned less than R5 000 per month, but spent more than R200 each month on fast-food. The majority of participants consumed take-away meals from two to three times a month to two to three times per week (85.3% (n = 291)). Socio-economic grouping (SEG) and gender were significantly related to fast-food intake (p < 0.01) with a larger proportion of participants (n = 76) in the lower socio-economic grouping (LSEG) showing more frequent use and males consuming fast-food more frequently than females. The most popular fast-foods consumed by participants in descending order were burgers 69.5%, pizza 56.6% and fried chicken 38.4%. A significant difference in the consumption of fried chicken was observed between the different SEGs, with significantly more participants from the LSEG consuming fried chicken 47.0% (p < 0.05). Choice of fast-food outlet concurred with the most popular fast-food choices. Sweetened soft drinks comprised the most popular beverage for more than half of the studied population (n = 191). The main reasons for choosing fast-food were time limitations (58.9%), convenience (58.2%) and taste (52.5%). The majority of participants were concerned about health (93.3%), with almost half of the total sample being always concerned. The majority of participants indicated concern about overweight and obesity (44.3%). Seventy-eight percent of participants indicated that they would choose a healthier option, if available. Television provided the most effective media influence on food choices. CONCLUSION: The findings of the study show a clear discrepancy between fast-food intake and health consciousness, indicating a gap between knowledge and practice. In the light of the spread of the obesity epidemic in South Africa, further research on fast-food consumption in other areas in South Africa and in other age groups (especially children and adolescents) is strongly recommended.

by Leung Yuen-chun, Ginny, Woo Pui-shan, Holly, Yuen Lai-kwan, Janis. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaf [642] / ACKNOWLEDGEMENT --- p.ii / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF ILLUSTRATIONS --- p.vi / LIST OF TABLES --- p.xv / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- STATEMENT OF OBJECTIVES --- p.6 / Chapter 2.1 --- Decision-Making Objectives --- p.6 / Chapter 2.2 --- Research Objectives --- p.7 / Chapter III. --- METHODOLOGY --- p.8 / Chapter 3.1 --- Research Design --- p.8 / Chapter 3.2 --- Data Collection Method --- p.8 / Chapter 3.3 --- The Questionnaire --- p.9 / Chapter 3.4 --- Sampling Method --- p.12 / Chapter 3.5 --- Sampling Frame --- p.13 / Chapter 3.6 --- The Fieldwork --- p.13 / Chapter 3.7 --- Method of Analysis --- p.14 / Chapter IV. --- DATA ANALYSIS AND FINDINGS --- p.18 / Chapter 4.1 --- Demographic Profile Analysis --- p.18 / Chapter 4.2 --- Findings From Section I - Attitude Statements --- p.49 / Chapter 4.2.1 --- Mean Score of Attitude Statements by Sex --- p.52 / Chapter 4.2.2 --- Mean Score of Attitude Statements by Age --- p.55 / Chapter 4.2.3 --- Mean Score of Attitude Statements by Educational Level --- p.58 / Chapter 4.2.4 --- Mean Score of Attitude Statements by Marital Status --- p.60 / Chapter 4.2.5 --- Mean Score of Attitude Statements by Income --- p.62 / Chapter 4.3 --- Findings From Section II - The Most Important in Life --- p.66 / Chapter 4.3.1 --- "Findings From ""The Most Important in Life"" by Demographic Factors" --- p.66 / Chapter 4.4 --- Findings From Section III - Satisfaction Statement --- p.72 / Chapter 4.4.1 --- Findings From Degree of Satisfaction by Sex --- p.72 / Chapter 4.4.2 --- Findings From Degree of Satisfaction by Age --- p.72 / Chapter 4.4.3 --- Findings From Degree of Satisfaction by Educational Level --- p.73 / Chapter 4.4.4 --- Findings From Degree of Satisfaction by Marital Status --- p.77 / Chapter 4.4.5 --- Findings From Degree of Satisfaction by Income --- p.77 / Chapter 4.5 --- Findings From Section IV-Expectations and Wishes --- p.80 / Chapter 4.5.1 --- Findings From Top Three Wishes --- p.80 / Chapter 4.5.2 --- Findings From The Moment of Happiness --- p.85 / Chapter 4.5.3 --- Findings From The Most Desirable Type of Company --- p.93 / Chapter 4.6 --- Findings From Section V - Leisure Activities --- p.100 / Chapter 4.7 --- Findings From Section VI --- p.109 / Chapter 4.7.1 --- Department Stores --- p.109 / Chapter 4.7.2 --- Specialty Stores --- p.112 / Chapter 4.7.3 --- Fast Food Outlets --- p.114 / Chapter 4.7.4 --- Shopping Centres --- p.117 / Chapter 4.7.5 --- Grocery Stores --- p.118 / Chapter 4.7.6 --- Eating outlets --- p.121 / Chapter 4.8 --- Findings From Section VII --- p.122 / Chapter 4.8.1 --- Food --- p.122 / Chapter 4.8.2 --- Restaurant --- p.128 / Chapter 4.8.3 --- Transportation --- p.135 / Chapter 4.9 --- Findings From Section VIII --- p.142 / Chapter 4.9.1 --- Overall Ranking of Television Programs by Mean Scores --- p.142 / Chapter 4.9.2 --- Mean Score of Each Program by Five Demographic Factors --- p.145 / Chapter 4.10 --- Findings From Section IX --- p.161 / Chapter 4.10.1 --- Newspapers --- p.161 / Chapter 4.10.2 --- Radio Programs --- p.164 / Chapter 4.10.3 --- Magazines --- p.167 / Chapter 4.11 --- Findings From Section X --- p.171 / Chapter 4.11.1 --- Durables --- p.171 / Chapter 4.11.2 --- Beverages --- p.226 / Chapter 4.11.3 --- Daily Products --- p.250 / Chapter 4.11.4 --- Ladies' Products --- p.316 / Chapter V. --- CONCLUSION AND RECOMMENDATION --- p.328 / Chapter VI. --- LIMITATIONS --- p.332 / APPENDIX1 / APPENDIX2 / APPENDIX3 / BIBLIOGRAPHY

Thesis (M. Soc. Sc.)--University of Hong Kong, 1998. / Includes bibliographical references.