Effective sales promotion plan for Hong Kong small independent personal computer retailer.

• Other Authors: Wu, Yuk-fai.
• Format: Others
• Language: English
• Published: Chinese University of Hong Kong 1993
• Subjects: Selling > Microcomputers; Selling > Microcomputers > China > Hong Kong; Microcomputers > Marketing; Microcomputers > China > Hong Kong > Marketing; Small business; Small business > China > Hong Kong; Sales promotion
• Online Access: http://library.cuhk.edu.hk/record=b5887564; http://repository.lib.cuhk.edu.hk/en/item/cuhk-319059

by Wu Yuk-Fai. === Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. === Includes bibliographical references (leaves 193-195). === ABSTRACT --- p.ii === TABLE OF CONTENTS --- p.iv === ACKNOWLEDGEMENTS --- p.vii === Chapter === Chapter I. --- INTRODUCTION --- p.1 === Title of the Project --- p.1 === Statement of the Problem --- p.1 === Purpose of the study --- p.1 === Industrial Background --- p.2 === Research Objectives --- p.5 === Justification --- p.5 === Scope of the Study --- p.6 === Overview of Following Chapters --- p.6 === Chapter II. --- LITERATURE REVIEW --- p.8 === Definition of Sales Promotion --- p.8 === Get Something for Nothing --- p.8 === An Element of the Promotion Mix --- p.8 === Extraordinary Selling Efforts --- p.8 === Out-of-the-ordinary Event Sales --- p.9 === Short-term Nature --- p.9 === """Idea"" behind Sales Promotion" --- p.9 === Conclusion --- p.10 === Growth of Importance of Sales Promotion --- p.10 === Sales Promotion Spending Outpaces Media Advertising --- p.10 === Reasons for Growth of Sales Promotion --- p.11 === Basic Goals of Sales Promotion --- p.11 === To Increase Number of New Customers --- p.11 === To Increase Consumption of Current Consumers --- p.12 === To Build Continuity of Purchase --- p.13 === Additional Role Play of Promotion Activities --- p.13 === Establish Shop Personalities --- p.13 === As a Tool to Persuade --- p.13 === Meet the Market Standard: Constant Promotion --- p.14 === Common Sales Promotion Activities --- p.14 === Sampling --- p.14 === Premiums --- p.15 === Contest and Sweepstakes --- p.15 === Customers as Selling Agents --- p.15 === Windows Display --- p.16 === Trading Stamps --- p.16 === Coupons --- p.16 === Trend in Sales Promotion --- p.16 === "No ""Sure-Winner""" --- p.16 === """Diminishing Marginal Impact"" Effect" --- p.17 === Conclusion --- p.17 === Chapter III. --- METHODOLOGY --- p.18 === Overview --- p.18 === Literature Review --- p.18 === Personal Interview with PC Retailers --- p.18 === Qualitative Focus Group Discussion --- p.19 === Quantitative Questionnaire Survey --- p.20 === Conjoint Analysis Interview --- p.20 === Chapter IV. --- QUALITATIVE RESEARCH RESULTS AND ANALYSIS --- p.22 === Overview --- p.22 === Customer Needs of Personal Computer (PC) --- p.23 === Usage of PC --- p.23 === Dissatisfaction of PC --- p.23 === Customer Needs --- p.23 === Purchase Behaviour of Personal Computer (PC) --- p.24 === Information Searching Process --- p.24 === Evaluation Criteria --- p.26 === Aftersales Satisfaction and Reinforcement --- p.29 === Reaction to different types of sales promotion activities --- p.29 === Overall Comparison --- p.30 === Guarantee-added promotion --- p.31 === Price-cut promotion --- p.32 === Value-added promotion --- p.33 === Conclusion --- p.34 === Market Situation --- p.34 === How Important of Sales Promotion is in Shaping the Purchase Behaviour? --- p.35 === Hypotheses Formulation --- p.36 === Chapter V. --- QUANTITATIVE SURVEY RESULTS AND ANALYSIS --- p.38 === Overview --- p.38 === Preference for PC Retail Outlets --- p.39 === Choice Criteria of PC Retail Shops --- p.40 === Consumer Preference of Different Sales Promotion Activities --- p.42 === Conclusion --- p.44 === Chapter VI. --- CONJOINT ANALYSIS AND INTERPRETATION --- p.46 === Overview --- p.46 === Evaluation of Relative Importance Among Sales Promotion Activities --- p.47 === Conclusion --- p.50 === Chapter VII. --- MARKETING IMPLICATIONS --- p.51 === Retail Outlets --- p.51 === Sales Promotion vs. Advertising --- p.52 === Price as the Only Factor? --- p.52 === Effective Sales Promotion Plan --- p.53 === Chapter VIII. --- RECOMMENDATION ON FUTURE RESEARCH --- p.55 === Limitations --- p.55 === Recommendations --- p.55 === TABLES --- p.57 === APPENDICES --- p.181 === BIBLIOGRAPHY --- p.193