Benefit segmentation of Hong Kong's shampoo market.
by Ching Pui Hang. === Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. === Includes bibliographical references (leaves 77-78). === ABSTRACT --- p.ii === TABLE OF CONTENTS --- p.iv === PREFACE AND ACKNOWLEDGMENT --- p.vi === Chapter === Chapter I. --- INTRODUCTION --- p.1 === Market Segme...
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| Format: | Others |
| Language: | English |
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Chinese University of Hong Kong
1997
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| Online Access: | http://library.cuhk.edu.hk/record=b5888996 http://repository.lib.cuhk.edu.hk/en/item/cuhk-321823 |
| Summary: | by Ching Pui Hang. === Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. === Includes bibliographical references (leaves 77-78). === ABSTRACT --- p.ii === TABLE OF CONTENTS --- p.iv === PREFACE AND ACKNOWLEDGMENT --- p.vi === Chapter === Chapter I. --- INTRODUCTION --- p.1 === Market Segmentation --- p.1 === Background of the Shampoo Market --- p.3 === Chapter II. --- DECISION PROBLEM --- p.6 === Chapter III. --- RESEARCH PROBLEM --- p.7 === Chapter IV. --- EXPLORATORY RESEARCH --- p.8 === Literature Review --- p.8 === Observation --- p.9 === In-depth Interviews --- p.9 === Focus Group Interviews --- p.9 === Chapter V. --- DESCRIPTIVE RESEARCH --- p.11 === Questionnaire Development --- p.11 === Pilot Testing --- p.12 === Sample Design --- p.12 === Target Respondents --- p.13 === Sampling Plan --- p.13 === Sample Size --- p.14 === Data Collection --- p.15 === Method of Administration --- p.15 === Response Rate --- p.15 === Chapter VI. --- DATA ANALYSIS AND RESULTS --- p.17 === Editing --- p.17 === Coding --- p.18 === Frequency --- p.18 === Factor Analysis --- p.20 === Cluster Analysis --- p.21 === Cross-tabulation --- p.22 === Chapter VII. --- LIMITATIONS --- p.24 === Research Design --- p.24 === Data Collection --- p.25 === Analysis --- p.26 === Chapter VIII. --- RECOMMENDATIONS --- p.28 === Market Environment --- p.28 === Wella Balsam --- p.30 === Marketing Objectives --- p.31 === Target Segment --- p.31 === Positioning --- p.32 === Marketing Implications --- p.33 === Product --- p.33 === Price --- p.35 === Distribution --- p.36 === Promotion --- p.37 === Evaluation Plans --- p.39 === Chapter IX. --- CONCLUSION AND FUTURE WORK --- p.41 === APPENDIX --- p.43 === BIBLIOGRAPHY --- p.77 |
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