by Heung Yin-yuk. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaf 88. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / LIST OF EXHIBITS --- p.vii / ACKNOWLEDGMENT --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Objectives --- p.1 / Adequacy-Importance Model --- p.3 / Attitude Toward a Brand --- p.4 / Chapter II. --- METHODOLOGY --- p.6 / Exploratory Research --- p.6 / Research Design --- p.6 / Questionnaire Design --- p.7 / Data Collection --- p.7 / Results --- p.8 / Descriptive Research --- p.9 / Research Design --- p.10 / Sample Design --- p.11 / Questionnaire Design --- p.11 / Data Collection --- p.16 / Data Analysis --- p.16 / Chapter III. --- LIMITATIONS --- p.17 / Chapter IV. --- RESULTS --- p.19 / Criteria/Product Attributes that are Important to Consumers in Their Evaluation of Athletic Shoes --- p.19 / The Relative Importance of Criteria/Product Attributes --- p.20 / Rank of Attributes Among All Respondents --- p.22 / Consumers' Evaluation of the Major Brands of Athletic Shoes with Respect to Each of the Product Attributes --- p.23 / Consumers' Attitudes Towards the Major Brands of Athletic Shoes --- p.27 / "Relating Preference, Attitude Score and Purchase" --- p.29 / Characteristics of Respondents --- p.38 / Characteristics of Respondents Who Preferred Each Brand the Most --- p.46 / Chapter V. --- FINDINGS THROUGH COMPARING THE RESULTS FROM MALE AND FEMALE RESPONDENTS --- p.52 / Budget for the Purchase of Athletic Shoes --- p.52 / Frequency of Wearing Athletic Shoes --- p.52 / Usage Pattern - Athletic Shoes as Sports Wear Versus As Casual Wear --- p.53 / Evaluation of Product Attributes --- p.53 / "The Ranking of Reebok, Nike and Bossini" --- p.54 / Chapter VI. --- STRATEGIES FOR ATTITUDE CHANGE --- p.55 / Framework for Attitude Change --- p.55 / Alter the Saliency of Attributes --- p.55 / Alter Beliefs about a Brand --- p.56 / Strategic Implications for Each Brand --- p.56 / Reebok --- p.60 / Nike --- p.62 / Bossini --- p.63 / Chapter VII. --- "RELATIONS BETWEEN ATTITUDE SCORE, PREFERENCE AND PURCHASE" --- p.64 / Chapter VIII. --- CONCLUSION --- p.66 / APPENDICES --- p.69 / BIBLIOGRAPHY --- p.88
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318522 |
| Date | January 1990 |
| Contributors | Heung, Yin-yuk., 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, viii, 88 leaves : ill. ; 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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