by Chan Chui-mi, Rebecca and Pong Hei-ming, David. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaf 138. / TABLES OF CONTENTS --- p.ii / LIST OF ILLUSTRATIONS --- p.v / LIST OF TABLES --- p.vi / ACKNOWLEDGMENTS --- p.vii / Chapter I. --- BACKGROUND AND PROBLEM STATEMENT --- p.1 / Background on the Yuppie Phenomenon --- p.1 / Baby-boomers and Yuppies --- p.1 / Yuppies in the U.S.A. --- p.1 / The Yuppie Phenomenon in Hong Kong --- p.3 / Statement of the Problem --- p.5 / Chapter II. --- LITERATURE REVIEW --- p.6 / Yuppies : Origin and Definition --- p.8 / Yuppies : Their Inner World --- p.10 / Yuppies : An International Flavor --- p.13 / Yuppies in Hong Kong --- p.15 / Returnees --- p.16 / Working Educated Women --- p.16 / Yuppies : Life-style and Marketing Imp1ications --- p.17 / Yuppies : Fading Away --- p.17 / Conclusions --- p.22 / Chapter III. --- RESEARCH METHODOLOGY --- p.23 / Hypotheses Development --- p.23 / Psychological Traits --- p.24 / Status Conscious --- p.24 / Quality Conscious --- p.24 / Motivation and Drive --- p.25 / Innovative and Adventurous --- p.25 / Health-conscious --- p.25 / Time-conscious --- p.26 / Concern for Children --- p.26 / Media Selection --- p.26 / Market/Consumption Behavior --- p.27 / Demographic Profile --- p.28 / Target Group Definition --- p.29 / Age --- p.30 / Personal Income --- p.30 / Education --- p.31 / Data Collection --- p.31 / Sampling Frame --- p.31 / Questionnaire Design --- p.32 / Psychological Traits --- p.32 / Market Behavior --- p.33 / Demographic Profile --- p.35 / Data Analysis --- p.35 / Summary --- p.36 / Chapter IV. --- DATA COLLECTION AND ANALYSIS --- p.37 / Pilot Test --- p.37 / Data Collection in Practice --- p.38 / Sample Group --- p.38 / Post-coding of Part I Answers --- p.39 / Post-coding of Part II Answers --- p.39 / Descriptive Statistics --- p.46 / Frequency Statistics --- p.46 / Hypothesis Testing of Psychological --- p.46 / Traits By Two-Sample T-test / Analysis of Yuppies， Consumption By One-Sample Chi-Square --- p.48 / Cross Tabulation and Chi-Square --- p.51 / Statistic on Consumption of Yuppies / Vis-a-vis the Control Group / Demographic Characteristics of Yuppies --- p.54 / Cluster Analysis --- p.56 / Primary Cluster Analysis --- p.56 / Secondary Cluster Analysis --- p.58 / Demographic Characteristics Redefined --- p.62 / Chapter V. --- MARKETING IMPLICATIONS --- p.63 / Executive Summary --- p.63 / Marketing Implications --- p.64 / Marketing of Social Goods --- p.65 / Marketing of Non-social Goods --- p.66 / New Market Segments --- p.67 / New Product Attributes --- p.67 / New Distribution Channels --- p.68 / New Promotion Messages --- p.68 / Differentiated Pricing Strategies --- p.69 / Recommendations for Future Studies --- p.77 / APPENDIX --- p.71 / Chapter 1 --- Initial Questionnaire for Pilot Test --- p.71 / Chapter 2 --- Pilot Test and Spearman Coefficient for Internal Consistency Test --- p.89 / Chapter 3.1 --- Revised Questionnaire in English --- p.91 / Chapter 3.2 --- Revised Questionnaire in Chinese --- p.102 / Chapter 4 --- "Descriptive Statistics on Mean, Standard Deviation, Maximum and Minimum Values of Records" --- p.113 / Chapter 5 --- Hypothesis Testing of Psychological Traits by Two-sample T-test --- p.114 / Chapter 6 --- T-test Results on the Mean Difference for Each Group of Attitude Statements between the Yuppies and the Control Group --- p.116 / Chapter 7 --- One Sample Chi-square Test --- p.120 / Chapter 8 --- Results of One Sample Chi-square on Yuppies， Consumption --- p.121 / Chapter 9 --- Cross Tabulation of Chi-square Statistics on Consumption of Yuppies vis-a-vis the Control Group --- p.127 / Chapter 10 --- Frequency Statistics on Yuppie Demographics --- p.130 / Chapter 11 --- Cluster Analysis --- p.135 / BIBLIOGRAPHY --- p.136
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318498 |
| Date | January 1990 |
| Contributors | Chan, Chui-mi., Pong, Hei-ming., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Publisher | Chinese University of Hong Kong |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, vii, 138 leaves ; 30 cm. |
| Coverage | China, Hong Kong, China, Hong Kong, China, Hong Kong, China, Hong Kong, China, Hong Kong |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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