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A study of consumer attitudes towards the mobile telephone service providers in Hong Kong.

by Cheng Wai Ming, Ivy, Ma Lok Man, Frandy. / Includes questionaire in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leave 67). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vi / ACKNOWLEDGMENTS --- p.viii / CHAPTER / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Purpose of Study --- p.1 / Chapter 1.2 --- Market Overview --- p.1 / Chapter 1.3 --- Market Growth --- p.2 / Chapter 1.3.1 --- Social Environment --- p.3 / Chapter 1.3.2 --- Economic Environment --- p.3 / Chapter 1.3.3 --- Regulatory Environment --- p.3 / Chapter 1.3.4 --- Technological Environment --- p.4 / Chapter 1.4 --- Market Share --- p.4 / Chapter 1.5 --- Marketing Strategies of Mobile Service Providers --- p.5 / Chapter 1.5.1 --- Product Strategies --- p.5 / Chapter 1.5.1.1 --- Service Features --- p.5 / Chapter 1.5.1.2 --- Mobile Phone Brands Used --- p.6 / Chapter 1.5.1.3 --- Number of Cell Sites --- p.6 / Chapter 1.5.1.4 --- Network Coverage --- p.6 / Chapter 1.5.1.5 --- Roaming Locations --- p.7 / Chapter 1.5.1.6 --- Customer Service --- p.7 / Chapter 1.5.2 --- Pricing Strategies --- p.7 / Chapter 1.5.3 --- Distribution Strategies --- p.8 / Chapter 1.5.4 --- Promotion Strategies --- p.8 / Chapter 1.5.4.1 --- Advertising --- p.8 / Chapter 1.5.4.2 --- Sales Teams --- p.9 / Chapter 2. --- DECISION PROBLEMS AND RESEARCH OBJECTIVES --- p.13 / Chapter 2.1 --- Decision Problems --- p.13 / Chapter 2.2 --- Research Objectives --- p.14 / Chapter 3. --- LITERATURE REVIEW --- p.16 / Chapter 3.1 --- Attitudes and Attitude Components --- p.16 / Chapter 3.2 --- Multiattribute Attitude Models --- p.17 / Chapter 4. --- RESEARCH METHODOLOGY --- p.21 / Chapter 4.1 --- Exploratory Study --- p.21 / Chapter 4.1.1 --- Literature Search --- p.21 / Chapter 4.1.2 --- Interviews with Executives --- p.21 / Chapter 4.1.3 --- Interviews with Potential Customers --- p.22 / Chapter 4.2 --- Descriptive Study --- p.22 / Chapter 4.2.1 --- Survey Population and Sample Size --- p.23 / Chapter 4.2.2 --- Sampling and Data Collection Procedure --- p.24 / Chapter 4.2.3 --- Questionnaire --- p.25 / Chapter 5. --- LIMITATIONS --- p.27 / Chapter 6. --- FINDINGS --- p.29 / Chapter 6.1 --- Exploratory Study --- p.29 / Chapter 6.1.1 --- Benefits of Using Mobile Telephone --- p.29 / Chapter 6.1.2 --- Evaluative Criteria Used in Selecting Mobile Telephone Service Provider --- p.30 / Chapter 6.1.3 --- Types of Information Sought and Sources of Information Used --- p.31 / Chapter 6.2 --- Descriptive Study --- p.32 / Chapter 6.2.1 --- Demographic Characteristics of the Respondents --- p.32 / Chapter 6.2.2 --- Benefits of Using Mobile Telephone --- p.35 / Chapter 6.2.3 --- Decision Making Process of Selecting a Mobile Service Provider --- p.36 / Chapter 6.2.3.1 --- Types of Information Sought by Respondents --- p.36 / Chapter 6.2.3.2 --- Sources of Information --- p.37 / Chapter 6.2.4 --- The Evaluative Criteria Used by Respondents and Their Relative Importance --- p.38 / Chapter 6.2.5 --- Awareness of Mobile Service Providers --- p.39 / Chapter 6.2.6 --- Belief Ratings on the Evaluative Criteria --- p.40 / Chapter 6.2.7 --- Respondents' Attitudes Towards the Mobile Service Providers --- p.41 / Chapter 6.2.8 --- Relationship Between Consumer Attitudes and Brand Preferences --- p.43 / Chapter 6.2.9 --- Market Segmentation --- p.46 / Chapter 6.2.9.1 --- Segmentation by Demographics --- p.46 / Chapter 6.2.9.2 --- Segmentation by Benefits --- p.49 / Chapter 6.2.9.3 --- Segmentation by Attitudes --- p.54 / Chapter 7. --- IMPLICATIONS FOR MARKETING STRATEGIES --- p.59 / Chapter 7.1 --- Competitive Analysis of CSL Against the Other Three Mobile Service Providers in Hong Kong --- p.59 / Chapter 7.2 --- Implications for Marketing Strategies of CSL --- p.60 / Chapter 7.2.1 --- Target Market --- p.60 / Chapter 7.2.2 --- Product Strategies --- p.61 / Chapter 7.2.3 --- Pricing Strategies --- p.63 / Chapter 7.2.4 --- Distribution Strategies --- p.64 / Chapter 7.2.5 --- Promotion Strategies --- p.64 / Chapter 8. --- CONCLUSION --- p.66 / REFERENCES --- p.67 / APPENDICES --- p.68 / Appendix A Exploratory Study: Executive Interview Guide --- p.68 / Appendix B Exploratory Study: Potential Customers Interview Guide --- p.69 / Appendix C English Version of the Questionnaire --- p.70 / Appendix D Chinese Version of the Questionnaire --- p.77 / Appendix E Findings of the Exploratory Study --- p.87 / Appendix F Agglomeration Coefficients of the Cluster Procedure on Respondents' Ratings on the Benefit Statements --- p.91 / Appendix G Agglomeration Coefficients of the Cluster Procedure on Respondents' Ratings on the Evaluative Criteria --- p.92

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_319293
Date January 1994
ContributorsCheng, Wai Ming Ivy., Ma, Lok Man Frandy., Chinese University of Hong Kong Graduate School. Division of Business Administration.
PublisherChinese University of Hong Kong
Source SetsThe Chinese University of Hong Kong
LanguageEnglish
Detected LanguageEnglish
TypeText, bibliography
Formatprint, viii, 92 leaves ; 30 cm.
CoverageChina, Hong Kong, China, Hong Kong, China, Hong Kong
RightsUse 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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