by Lam Bik-yan Ruby, Lau Chuk Man Jacqueline. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaf 76). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / ACKNOWLEDGMENTS --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- LITERATURE REVIEW --- p.3 / Market Segmentation and Product Positioning Strategies --- p.3 / Customer's Purchasing Behavior --- p.5 / The Needs and Wants of Clothing and Accessories --- p.6 / Theories of Fashion Adoption --- p.6 / Factors Affecting the Needs and Wants of Fashion Merchandises --- p.8 / Effects of Fashion on the Shopping Habits --- p.10 / The Hair Accessories Business --- p.10 / Chapter III. --- MARKET SURVEY --- p.12 / Objective --- p.12 / Methodology --- p.12 / Limitations --- p.13 / The Questionnaire --- p.13 / Sample Size --- p.14 / Processing of Survey Data --- p.14 / Survey Findings and Interpretation --- p.14 / Chapter IV. --- FOCUS GROUP STUDIES --- p.17 / Purpose and Objectives --- p.17 / Compositions --- p.17 / Issues Discussed --- p.20 / Findings --- p.21 / Implications --- p.24 / Chapter V. --- "INTERVIEW WITH HAIR ACCESSORIES ENTREPRENEUR IN HONG KONG, CHERRY CHAU" --- p.26 / History of the Cherry Chau Creations --- p.26 / The Cherry Chau Concept --- p.27 / Conclusion --- p.30 / Further Advice --- p.30 / Chapter VI. --- THE BUSINESS PLAN --- p.33 / Executive Summary --- p.33 / The Enterprise --- p.36 / Market Analysis --- p.37 / Products and Services --- p.41 / Marketing Strategies --- p.45 / Operations --- p.49 / Management and Organization --- p.52 / Risk Reduction Strategies --- p.55 / Exit Strategies --- p.56 / Financial Data --- p.56 / Capitalization and Structure --- p.63 / APPENDIX --- p.64 / BIBLIOGRAPHY --- p.79
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318270 |
| Date | January 1995 |
| Contributors | Lam, Bik-yan Ruby., Lau, Chuk Man Jacqueline., 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, v, 76 leaves ; 30 cm. |
| Coverage | 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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