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Consumer purchase behavior of information technology products: an analysis of consumer evaluation processes and the application of network marketing.

by Kam Suet-Shan, Yu Sik-Ching. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 70-72). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / LIST OF FIGURES --- p.v / LIST OF TABLES --- p.vi / CHAPTER / Chapter I. --- "INTRODUCTION, RELEVANCE AND OVERVIEW" --- p.1 / The Information Technology Industry --- p.1 / How This Paper Structured --- p.3 / Chapter II. --- MULTI-LEVEL MARKETING --- p.5 / Definition of Multi-level Marketing (MLM) --- p.5 / Evolution of Multi-level Marketing in the US --- p.6 / Operation of Multi-level Marketing --- p.8 / Introduction and Sponsoring --- p.8 / Signing with the Company --- p.8 / Retailing the Products --- p.9 / Distributing the Products --- p.9 / Establishing a Network --- p.10 / Realization of Profits and Earnings --- p.10 / Chapter III. --- COMPARISON OF MULTI-LEVEL MARKETING AND TRADITIONAL DISTRIBUTION --- p.12 / Traditional Distribution Channel --- p.12 / The Difference between MLM and Traditional Distribution --- p.13 / Distribution Structure --- p.14 / Relationship with the Company --- p.16 / Selling Target --- p.17 / Relationship with the Customers --- p.17 / Chapter IV. --- MULTI-LEVEL MARKETING IN HONG KONG --- p.18 / Development of Multi-level Marketing in Hong Kong --- p.18 / Multi-level Marketing in Skin-care and Cosmetic Products Retailing --- p.21 / Multi-level Marketing in Health Food Products Retailing --- p.23 / Chapter V. --- EVALUATION OF THE MULTI-LEVEL MARKETING --- p.26 / Characteristics of Products Using MLM --- p.26 / Marketability --- p.26 / Good Quality --- p.27 / Consumable --- p.27 / Mass Market Demand --- p.27 / High Profit Margin --- p.28 / Characteristics of Companies in Hong Kong Using MLM --- p.28 / Restriction of Retail Outlet --- p.29 / Informal Structure --- p.29 / Motivation and Supporting System --- p.29 / Warehousing --- p.30 / Computerized Database Networking --- p.30 / Problems of Multi-level Marketing when Applied in Information Technology Industry --- p.30 / Chapter VI. --- OVERVIEW OF REFERRAL (SINGLE-LEVEL MARKETING) CONCEPT --- p.32 / Application of Referral in Other Industries --- p.33 / Chapter VII. --- RESEARCH METHOD --- p.35 / Research Objectives --- p.35 / Research Design --- p.35 / Cognitive Component --- p.35 / Affective Component --- p.38 / Conative Component --- p.38 / Data Collection --- p.38 / Sampling --- p.39 / Questionnaire Dissection --- p.40 / Q1 - Q2 --- p.40 / Q3-Q4 --- p.40 / Q5- Q7B --- p.41 / Q7C - Q7E --- p.41 / Chapter VIII. --- RESULTS --- p.42 / Demographics --- p.42 / Age --- p.42 / Marital Status --- p.43 / Education Level --- p.43 / Occupation --- p.44 / Monthly Income --- p.44 / Analysis --- p.45 / One-Sample t Tests --- p.45 / Chapter IX. --- LIMITATIONS --- p.51 / Chapter X. --- MARKETING PLAN --- p.53 / Target Customers --- p.54 / Product --- p.54 / Price --- p.57 / Place --- p.57 / Promotion --- p.58 / Get an Initial Set of Customers --- p.59 / Attract Existing Customers to Participate in the Network Marketing (Referral) Program --- p.60 / Encourage Existing Marketers to Refer Others --- p.61 / Chapter XI. --- CONCLUSION --- p.64 / APPENDIX / Chapter I. --- LIST OF MULTI-LEVEL MARKETING COMPANIES REGISTERED IN THE DIRECT SELLING ASSOCIATION OF HONG KONG LTD --- p.66 / Chapter II. --- SAMPLE QUESTIONS --- p.67 / REFERENCES --- p.70 / Books --- p.70 / Periodicals --- p.71

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_320740
Date January 1996
ContributorsKam, Suet-Shan., Yu, Sik-Ching., 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, 72 leaves : ill. ; 30 cm.
CoverageChina, 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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