by Frostig Na'ama, Yang Mei-Ling. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2003. / Includes bibliographical references (leaves [46]-50). / Abstract --- p.4 / Introduction --- p.6 / Research Objectives --- p.7 / Research Methodology --- p.8 / The Context of Hong Kong As An International City --- p.10 / Consumer Socialization of the Expatriate Teenagers in Hong Kong --- p.12 / Conceptual Background --- p.13 / Characteristics of Expatriate Teenagers in Hong Kong --- p.16 / The Expatriate Teenagers' Consumer Skills --- p.25 / Expatriate Teenagers and Cosmopolitanism --- p.33 / The Formation of Ethnic Identity --- p.34 / Citizens of the World --- p.38 / Failing to be Cosmopolitan --- p.39 / Conclusion --- p.43 / References

University of Macau / Faculty of Business Administration / Department of Management and Marketing

by Connie S.K. Leung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves [93]-[98] / Chapter CHAPTER 1 --- INTRODUCTION --- p.1 / Chapter 1. --- Some Observations on Direct Marketing in Hong Kong / Chapter 2. --- The New Generation - Hong Kong Yuppies / Chapter 3. --- Overview of the Huppies Club Concept / Chapter CHAPTER 2 --- LITERATURE REVIEW --- p.14 / Chapter 1. --- What is Direct Marketing? / Chapter 2. --- Direct Marketing Versus Geneial Marketing / Chapter 3. --- Merits of Direct Marketing / Chapter 4. --- Why does Direct Marketing Grow? / Chapter 5. --- Prime Prospects of Direct Marketing / Chapter 6. --- Key to Direct Marketing Success / Chapter 7. --- Direct Mail in Hong Kong / Chapter 8. --- Definition of Yuppies / Chapter 9. --- Yuppies' Demographic Characteristics / Chapter 10. --- Yuppies' Psychographics / Chapter 11. --- Yuppies' Lifestyle / Chapter 12. --- Yuppies and Direct Marketing / Chapter 13. --- Huppies: Hong Kong Yuppies / Chapter CHAPTER 3 --- RESEARCH OBJECTIVES --- p.49 / Chapter CHAPTER 4 --- METHODOLOGY --- p.50 / Chapter CHAPTER 5 --- KEY FINDINGS --- p.51 / Chapter 1. --- Huppies' Lifestyle / Chapter 2. --- Experience With Direct Mail / Chapter 3. --- Club Membership / Chapter 4. --- The Huppies Club Concept / Chapter CHAPTER 6 --- CONCLUSIONS AND RECOMMENDATIONS --- p.71

by Lam Yin-shing Donald & Ho Chi Hung. / Includes Chinese questionnarie. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 103-107). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / ACKNOWLEDGEMENTS --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / The Banking Industry --- p.1 / Corporate Banking in Hong Kong --- p.4 / Market Characteristics of Corporate Sector --- p.13 / Chapter II. --- THIS STUDY --- p.16 / Purpose of the Study --- p.16 / Justification of the Study --- p.16 / Scope of the Study --- p.20 / Chapter III. --- RESEARCH METHODOLOGY --- p.22 / Research Design --- p.22 / Sample Selection --- p.23 / Survey Design --- p.23 / Questionnaire Development --- p.24 / Timing of the Survey --- p.25 / Chapter IV. --- ANALYSIS OF FINDINGS --- p.26 / Response Rate --- p.26 / Demographics of the Samples --- p.27 / The Most Important Banks --- p.35 / Usage of Banking Services --- p.38 / Factors Inducing Bank Switching --- p.44 / The Best Banks --- p.49 / Determinant Attributes of Banks / Banking Services Excluding Lending Policy --- p.50 / Bank's Lending Policy re Determinant Attributes --- p.54 / Chapter V. --- LIMITATIONS OF THE STUDY --- p.57 / Non-Response Bias --- p.57 / Response Bias --- p.58 / Sample Selection Bias --- p.59 / Language Used in Questionnaire --- p.60 / Chapter VI. --- COMPARISON OF STUDIES --- p.61 / Studies in Other Parts of the World --- p.63 / Study of KK Chan and S M Ma --- p.67 / Chapter VII. --- RECOMMENDATIONS --- p.74 / Market Segmentation --- p.75 / Market Positioning --- p.77 / Marketing Strategies --- p.78 / Other Recommendations --- p.81 / Directions for Future Research --- p.85 / Chapter VIII. --- CONCLUSIONS --- p.86 / APPENDICES --- p.88 / BIBLIOGRAPHY --- p.103

by Choi Wai-Kin, Siu Chi-Ming. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaves 67-71). / TABLE OF CONTENTS / LIST OF TABLES / LIST OF FIGURES / ACKNOWLEDGEMENTS / ABSTRACT / Chapter / Chapter I. --- INTRODUCTION / Chapter 1.1 --- Need for the study --- p.1 / Chapter II. --- LITERATURE REVIEW / Chapter 2.1 --- Brand extension --- p.6 / Chapter 2.2 --- Process of categorization --- p.7 / Chapter 2.2.1 --- Category structure --- p.7 / Chapter 2.2.2 --- Graded structure --- p.8 / Chapter 2.2.3 --- Brand breadth --- p.8 / Chapter 2.2.4 --- Effect of brand breadth on perceived typicality --- p.9 / Chapter 2.3 --- Piecemeal evaluation process --- p.10 / Chapter 2.4 --- Bases for the evaluations of goodness of fit --- p.12 / Chapter III. --- CONCEPT DEVELOPMENT --- p.16 / Chapter 3.1 --- Formulation of the perceived risk model --- p.16 / Chapter 3.1.1 --- The components of perceived risk --- p.16 / Chapter 3.1.2 --- The facets of perceived risk --- p.17 / Chapter 3.1.3 --- Discussion --- p.18 / Chapter 3.2 --- Formulation of risk perception --- p.20 / Chapter IV. --- METHODOLOGY --- p.25 / Chapter 4.1 --- Overview --- p.25 / Chapter 4.2 --- Phase I: qualitative research --- p.25 / Chapter 4.3 --- Phase II: quantitative research --- p.26 / Chapter 4.4 --- Subjects and Procedures --- p.27 / Chapter 4.4.1 --- Phase I --- p.27 / Chapter 4.4.2 --- Phase II --- p.28 / Chapter V. --- HIGHLIGHTS OF FINDING FROM PHASE I --- p.30 / Chapter VI. --- HIGHLIGHTS OF FINDING FROM PHASE II --- p.32 / Chapter 6.1 --- Data Analysis --- p.32 / Chapter 6.2 --- Regression Analysis --- p.33 / Chapter 6.3 --- Empirical results and discussion --- p.35 / Chapter 6.3.1 --- Product extensions of high perceived technology brand --- p.35 / Chapter 6.3.2 --- Product extensions of low perceived technology brand --- p.44 / Chapter VII. --- IMPLICATIONS AND RECOMMENDATIONS --- p.52 / Chapter 7.1 --- Implications --- p.52 / Chapter 7.2 --- Recommendations --- p.55 / Chapter 7.2.1 --- Type I extension --- p.55 / Chapter 7.2.2 --- Type II extension --- p.57 / Chapter 7.2.3 --- Type III extension --- p.58 / Chapter 7.2.4 --- Type IV extension --- p.59 / Chapter VIII. --- LIMITATIONS --- p.61 / Chapter IX. --- CONCLUSION --- p.63 / Chapter X. --- SUGGESTION FOR FUTURE RESEARCH --- p.65 / Appendices / Bibliography / Chapter Appendix 1 --- Operational Definitions / Chapter Appendix 2 --- Questionnaire

Yeung Hoi Calvin. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 52-53). / Abstracts in English and Chinese, appendix in Chinese.

by Maiken Schulz. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 49-51). / LIST OF TABLES --- p.iii / Chapter CHAPTER I - --- INTRODUCTION --- p.1 / Chapter CHAPTER II - --- THE GENERAL CONCEPT OF RECYCLING --- p.4 / Municipal Solid Waste --- p.4 / The Waste Problem --- p.4 / Ways to Reduce the Waste Volume --- p.6 / Recycling Principals --- p.10 / When to recycle --- p.10 / What to recycle --- p.11 / How to recycle --- p.13 / The economics of recycling --- p.14 / Chapter CHAPTER III - --- HONG KONG --- p.16 / Hong Kong's Waste Problem --- p.16 / Waste Content --- p.17 / Reasons for the Waste Problem --- p.18 / Increasing hygiene and convenience: --- p.18 / Lack of material re-using schemes: --- p.19 / Underdeveloped recycling of household waste: --- p.19 / Lack of environmental consciousness: --- p.19 / Hong Kong's Waste Management --- p.21 / Looking back: Waste handling --- p.21 / Landfills --- p.21 / Looking Ahead: The Waste Reduction Framework Plan --- p.23 / Hong Kong's Waste Recovery Industry --- p.23 / Focus on Recycling --- p.26 / Creating awareness --- p.26 / Material Selection --- p.27 / Collection system --- p.27 / Summary --- p.28 / Required Improvements --- p.28 / Separation --- p.28 / Collection --- p.29 / Reprocessing --- p.29 / Marketing --- p.29 / Conclusion --- p.30 / Chapter CHAPTER IV - --- RESEARCH METHODOLOGY --- p.31 / Conceptual framework： the theory of reasoned action model --- p.31 / Conceptual Model --- p.31 / How the theory works --- p.32 / Modifying the original model --- p.33 / Research Design --- p.34 / Hypothesis setting --- p.35 / Data collection --- p.37 / Analysis --- p.37 / Structured Equation Modelling --- p.39 / Test for Model Fit --- p.39 / Financial Incentives --- p.40 / Implications and Recommendations --- p.41 / Implications of the findings --- p.41 / Attitude towards the Act --- p.41 / Subjective Norm --- p.42 / Feasible approach to waste reduction through recycling --- p.43 / APPENDIX --- p.46 / BIBLIOGRAPHY --- p.49

by Tai Oi Yen, Irene, Yip Ping Yin, Gerald. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 38-40). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF FIGURES AND TABLES --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- BACKGROUND --- p.3 / Chapter III. --- CONCEPTUAL FRAMEWORK --- p.8 / Chapter IV. --- RESEARCH METHODOLOGY --- p.15 / Chapter V. --- RESULTS AND DISCUSSION --- p.19 / Chapter VI. --- IMPLICATIONS TO MANAGER AND RESEARCHERS --- p.27 / Chapter VII. --- CONCLUSION AND WAP BANKING OUTLOOK --- p.33 / APPENDIX --- p.36 / BIBLIOGRAPHY --- p.38

by See Yat Fung, Linus, Wong Ming Fung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 100-105). / Questionnaire also in Chinese. / ABSTRACT --- p.ii / ACKNOWLEDGEMENTS --- p.v / TABLE OF CONTENTS --- p.vi / LIST OF TABLES AND FIGURES --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- METHODOLOGY --- p.3 / Primary Research --- p.3 / Exploratory Study --- p.3 / Questionnaire --- p.3 / Sampling Procedures --- p.5 / Data Collection Period --- p.5 / Sensory Evaluation --- p.5 / Field Study --- p.6 / Telephone Interview --- p.6 / Secondary Research --- p.7 / Literature Reviews --- p.7 / News Reviews --- p.7 / Data Analysis --- p.8 / Recoding --- p.8 / Scores Construction --- p.9 / Statistical Tests --- p.9 / Limitations --- p.9 / Chapter III. --- COMPANY / BRAND OVERVIEW --- p.11 / Company Background --- p.11 / History --- p.11 / Financial Performance --- p.13 / Product Overview --- p.14 / Lines of Products --- p.14 / Sales Performance --- p.17 / Mr. Kon in China --- p.18 / Market Environment --- p.19 / Competitive Landscape --- p.20 / Marketing Strategies --- p.22 / Distribution --- p.23 / Promotion --- p.24 / Key Success Factors --- p.27 / International Expansion --- p.30 / Entering Hong Kong --- p.31 / Marketing Strategies --- p.33 / Chapter IV --- DATA ANALYSIS --- p.36 / Sample Size Analysis of the Results of the Questionnaire --- p.36 / Demographics --- p.36 / Consumption Patterns --- p.37 / Preference of Different Types of Packaging --- p.39 / Ideal Size for Ready-to-drink Tea --- p.40 / Preference of Distribution Channel --- p.41 / Preference of Product of Origin --- p.42 / Purchasing Behavior --- p.43 / Respondents' Attitudes Towards Ready-to-drink Tea --- p.44 / Aided Brand and Product Awareness --- p.46 / Product Trial Rates --- p.47 / Aided Celebrity Awareness --- p.48 / Celebrity Awareness vs. Product Awareness --- p.49 / Respondents' Attitudes Towards Mr. Kon Beverages --- p.51 / Analysis of the Results of the Sensory Evaluation --- p.54 / Differences in Tastes among Brands --- p.54 / Preferences in Tastes among Brands --- p.56 / Chapter V. --- RECOMMENDATIONS --- p.58 / Target Segment --- p.58 / Brand Image --- p.59 / Products --- p.59 / Taste --- p.60 / Packaging --- p.61 / Price --- p.62 / Place --- p.63 / Promotion --- p.65 / Communication --- p.67 / Chapter VI. --- CONCLUSION --- p.69 / Chapter VII. --- APPENDICES --- p.71 / Chapter VIII. --- BIBLIOGRAPHY --- p.100

Leung, Kar Man, Man, Angela Wing Yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaf 37). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.vi / LIST OF TABLES --- p.vii / CHAPTER / Chapter I --- INTRODUCTION --- p.1 / Chapter 1.0 --- Overview --- p.1 / Chapter 1.1 --- Objectives of our study --- p.2 / Chapter 1.1.1 --- Research objective --- p.2 / Chapter 1.1.2 --- Decision making objective --- p.3 / Chapter II --- CONCEPTUAL FRAMEWORK --- p.4 / Chapter 2.0 --- Theory of Reasoned Action --- p.4 / Chapter 2.1 --- Reason for choosing the Theory of Reasoned Action --- p.4 / Chapter 2.2 --- What is the Theory of Reasoned Action? --- p.4 / Chapter III --- METHODOLOGY --- p.8 / Chapter 3.0 --- Methodology --- p.8 / Chapter 3.1 --- Research design --- p.8 / Chapter 3.2 --- Sample and sampling method for the main study --- p.8 / Chapter 3.2.1 --- Sample --- p.8 / Chapter 3.2.2 --- Sampling method for the descriptive research --- p.9 / Chapter 3.3 --- Operationalizatoin --- p.9 / Chapter 3.4 --- Data analysis --- p.11 / Chapter 3.4.1 --- Analyzing consumption behavior --- p.11 / Chapter 3.4.2 --- Testing the conceptual model --- p.11 / Chapter 3.5 --- Research activities --- p.11 / Chapter 3.5.1 --- Exploratory research --- p.11 / Chapter 3.5.1.1 --- Literature review --- p.11 / Chapter 3.5.1.2 --- Focus group --- p.11 / Chapter 3.5.1.2.1 --- Sampling method --- p.12 / Chapter 3.5.1.2.2 --- Sample --- p.12 / Chapter 3.5.1.2.3 --- Research area --- p.12 / Chapter 3.5.1.2.4 --- Pre-testing the instrument --- p.13 / Chapter 3.5.2 --- Descriptive research --- p.13 / Chapter 3.5.2.1 --- Description of the instrument --- p.13 / Chapter 3.5.2.2 --- Procedure for administering the questionnaires --- p.14 / Chapter 3.5.2.3 --- Analysis and interpretation of the responses --- p.14 / Chapter IV --- RESULTS --- p.15 / Chapter 4.0 --- Results --- p.15 / Chapter 4.1 --- Consumption behavior --- p.15 / Chapter 4.1.1 --- Men's classification of cosmetics items --- p.15 / Chapter 4.1.2 --- Consumption behavior of cosmetics and toiletries --- p.16 / Chapter 4.1.3 --- Year(s) of experience of using skincare products --- p.16 / Chapter 4.1.4 --- Knowledge of brands that carry men's cosmetics --- p.17 / Chapter 4.1.5 --- Relative importance of independent factors --- p.17 / Chapter 4.1.6 --- Demographic description of the respondents --- p.18 / Chapter 4.1.6.1 --- Jobs/ industries --- p.18 / Chapter 4.1.6.2 --- Highest education level attained by respondents --- p.19 / Chapter 4.1.6.3 --- Respondents' monthly income --- p.19 / Chapter 4.1.6.4 --- Age distribution of the respondents --- p.19 / Chapter 4.2 --- Path analysis --- p.19 / Chapter 4.2.1 --- Reliability analysis --- p.20 / Chapter 4.2.2 --- LISREL analysis --- p.21 / Chapter 4.2.3 --- """Model 1"" of the conceptual model" --- p.22 / Chapter V --- CONCLUSION AND RECOMMENDATIONS --- p.26 / Chapter 5.0 --- Conclusion --- p.26 / Chapter 5.1 --- Managerial implications --- p.26 / Chapter 5.1.1 --- What to market --- p.26 / Chapter 5.1.2 --- How much to price --- p.27 / Chapter 5.1.3 --- How to market skincare products to men --- p.27 / Chapter 5.1.4 --- Whom to target at --- p.28 / Chapter 5.1.5 --- How to position skincare products --- p.29 / Chapter 5.1.6 --- How to make your brand recognized --- p.29 / Chapter 5.2 --- Limitations --- p.30 / Chapter 5.2.1 --- External validity --- p.30 / Chapter 5.2.1.1 --- Sampling bias --- p.30 / Chapter 5.2.1.2 --- Sampling method --- p.31 / Chapter 5.2.2 --- Limited scope --- p.31 / Chapter 5.2.2.1 --- Specific definition of the research subject --- p.31 / Chapter 5.2.2.2 --- Lack of segmentation --- p.32 / Chapter 5.2.2.3 --- Incomprehensive list of factors --- p.32 / Chapter 5.2.3 --- Different administrative methods used --- p.33 / Chapter 5.2.4 --- Maturation effect --- p.33 / Chapter 5.2.5 --- Unanswered sections --- p.34 / Chapter 5.2.6 --- Leading questions affecting validity --- p.34 / Chapter 5.3 --- Suggestions for future research --- p.34 / Chapter 5.3.1 --- Larger and more random sample --- p.34 / Chapter 5.3.2 --- Wider scope --- p.34 / APPENDIX --- p.36 / Chapter 1 --- Population by age group and sex at the end of2001 / Chapter 2 --- Sales of cosmetics and toiletries in the Asia-Pacific region by sector1998-2000 / Chapter 3 --- Constructs of the conceptual model and statements usedin questionnaire / Chapter 4 --- Questions and answers for the focus group / Chapter 5 --- Research instrument - the questionnaire / Chapter 6 --- Percentage of respondents who consider the stated items as cosmetics / Chapter 7 --- Usage frequency of cosmetics and toiletries / Chapter 8 --- Year(s) of experience of using skincare products / Chapter 9 --- Knowledge of the brands which carry men's cosmetics / Chapter 10 --- Relative importance of factors affecting the use of skincare products / Chapter 11 --- Industries which respondents workin / Chapter 12 --- Highest education level attained by respondents / Chapter 13 --- Respondents' monthly income / Chapter 14 --- Respondents' age distribution / Chapter 15 --- Results from reliability analysis / Chapter 16 --- LISREL outputs / BIBLIOGRAPHY --- p.37