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Marketing strategy for high-end menswear in Shanghai.

by Lai Hau-yee, Lee Siu-ling. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves 68-70). / ACKNOWLEDGMENT --- p.iii / ABSTRACT --- p.iv / TABLE OF CONTENTS --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Scope --- p.1 / Statement of Problems --- p.2 / Motive for Shopping --- p.3 / Source of Product Information --- p.3 / Choice of Outlet/Product --- p.3 / Influencer of Purchase Decision --- p.3 / Type of Salesperson Preferred --- p.4 / Chapter II. --- RESEARCH METHODOLOGY --- p.5 / Research Design --- p.5 / Exploratory Research --- p.5 / Descriptive Research --- p.6 / Data Collection Method --- p.7 / Secondary Data --- p.7 / Primary Data --- p.7 / Fieldwork --- p.8 / Analysis --- p.9 / Chapter III. --- LITERATURE REVIEW --- p.10 / Chapter IV. --- ENVIRONMENTAL ANALYSIS --- p.14 / Purpose --- p.14 / External Environment --- p.14 / Population Demographics --- p.15 / Economic Environment --- p.15 / Infrastructure --- p.16 / Taxation --- p.16 / Legal Environment and Government Bureaucracy --- p.17 / Political Environment --- p.19 / Competitive Environment --- p.20 / Culture --- p.20 / Marketing Environment --- p.22 / Market Segmentation --- p.22 / Product --- p.23 / Price --- p.24 / Distribution --- p.24 / Promotion --- p.26 / Chapter V. --- SURVEY FINDINGS --- p.29 / Results of Descriptive Research --- p.29 / Cross-Tabulation --- p.29 / Hypothesis Testing --- p.39 / Chapter VI. --- CONCLUSIONS AND RECOMMENDATIONS --- p.45 / Chapter VII. --- LIMITATIONS --- p.49 / APPENDICES --- p.53 / BIBLIOGRAPHY --- p.68

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318304
Date January 1995
ContributorsLai, Hau-yee., Lee, Siu-ling., 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, vi, 70 leaves ; 30 cm.
CoverageChina, Shanghai
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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