Moulding consumer behaviour: a case study of Zhuhai department store

Abstract

by Chan Min, Simon, Wong Suet Ching, Magdalene. ; Thesis (M.B.A.)--Chinese University of Hong Kong, 1995. ; Includes bibliographical references (leaves 99-101). ; TABLE OF CONTENTS --- p.iii-iv ; LIST OF TABLES --- p.v ; PREFACE --- p.vi ; Chapter ; Chapter I. --- INTRODUCTION ; Characteristics of Modern Consumer Behaviour --- p.1 ; Framework of the Project --- p.1 ; Methodology --- p.2 ; Moulding Consumer Behaviour --- p.3 ; Chapter II. --- CONSUMER BEHAVIOUR AND MARKETING STRATEGY ; Definition of Consumer Behaviour --- p.4 ; The Basic Characteristics of Consumer Behaviour --- p.4 ; Key 1 : Motivation --- p.5 ; Key 2 : Consumer Behaviour Includes Many Activities --- p.6 ; Key 3 : Consumer Behaviour is a Process --- p.7 ; Key 4 : Consumer Behaviour Differs in Timing and Complexity --- p.7 ; Key 5 : Consumer Behaviour Involves Different Roles --- p.8 ; Key 6 : Consumer Behaviour is Influenced by External Factors --- p.9 ; Key 7 : Consumer Behaviour Differs for Different People --- p.9 ; The Institutional Consumer Behaviour --- p.10-11 ; Similarities to Individual Consumer Buying ; Differences from Individual Consumer Buying ; Chapter III. --- MACROENVIRONMENT ; The Importance of China Market --- p.12 ; The Sociological Aspect of China Market --- p.13 ; The Economic Aspect of China Consumer Market --- p.13-16 ; Recent Political Development --- p.17-18 ; Chapter IV. --- MICROENVIRONMENT ; Zhuhai City --- p.19-23 ; Zhuhai Department Store --- p.24 ; Mission of Zhuhai Development Store --- p.24 ; Marketing Approach --- p.24 ; Strength of Zhuhai Department Store --- p.25 ; An Analysis of its weaknesses --- p.26 ; Threats of The Store --- p.26 ; Opportunities for The Store --- p.27 ; Chapter V. --- TRENDS OF CONSUMER BEHAVIOUR IN ZHUHAI CITY ; Marketing Survey of Consumer Behaviour in Zhuhai City ; Questionnaire Survey ; Methodology --- p.28 ; Analysis of Questionnaire Result --- p.29-35 ; Interviews of Zhuhai Department Store ; Methodology --- p.36 ; Analysis of Interview Results --- p.37 ; Zhuhai Department Store In ...