A feasibility study on the product launch of ready-to-drink tea.

• Other Authors: Cheung, Pui Kay Michelle.
• Format: Others
• Language: English
• Published: Chinese University of Hong Kong 1993
• Subjects: Tea trade; Tea trade > China > Hong Kong; Tea > Marketing; Tea > China > Hong Kong > Marketing; New products > Marketing
• Online Access: http://library.cuhk.edu.hk/record=b5887559; http://repository.lib.cuhk.edu.hk/en/item/cuhk-319082

by Cheung Pui Kay, Michelle, Lo Yuk Yi, Angel. === Includes Chinese questionnaire. === Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. === Includes bibliographical references (leaves [12]-[15] (2nd group)). === ABSTRACT --- p.ii === TABLE OF CONTENTS --- p.iii === LIST OF EXHIBITS --- p.vi === ACKNOWLEDGEMENTS --- p.viii === Chapter === Chapter I. --- INTRODUCTION --- p.1 === Chapter II. --- RESEARCH OBJECTIVES --- p.6 === Chapter III. --- LITERATURE REVIEW --- p.8 === Definition of New Product --- p.11 === Stages of New Product Development Process --- p.13 === Opportunity Identification --- p.14 === Ideation --- p.14 === Screening --- p.15 === Development --- p.15 === Commercialization --- p.16 === Concept Testing --- p.16 === New Product Launch --- p.19 === Comparative Market Analysis --- p.20 === Chapter IV. --- METHODOLOGY --- p.21 === Research Design --- p.21 === Data Collection --- p.23 === Secondary Data Collection --- p.23 === Primary Data Collection --- p.24 === Sampling --- p.26 === Sampling Method --- p.26 === Sampling Size --- p.27 === Contruction of Questionnaire --- p.28 === Field Work --- p.30 === Data Analysis --- p.30 === Editing --- p.30 === Coding --- p.31 === Method of Analysis --- p.32 === Chapter V. --- LIMITATIONS --- p.39 === Sampling Control --- p.39 === Information Control --- p.40 === Administration Control --- p.42 === Limitations on Concept Testing --- p.42 === Chapter VI. --- FINDINGS AND IMPLICATIONS --- p.44 === Market Overview --- p.44 === RTD tea market in USA --- p.44 === RTD tea market in Hong Kong --- p.51 === Current Situation in the Soft Drinks Market --- p.60 === The Preference for Drinks When Water is Not Available --- p.60 === Number of Tea Drinkers in the Market --- p.61 === The Reasons for Not Drinking Tea --- p.62 === General Situation of Tea Market --- p.63 === Consumption Rate of Tea --- p.63 === Hotness of Tea Preferred --- p.64 === Occasions for Drinking Tea --- p.65 === Place Where People Get Tea --- p.66 === Reasons For Drinking Tea --- p.68 === The Type of Tea Frequently Drank --- p.69 === The Types of Drinks Used to Substitute for Tea --- p.71 === General Situation of RTD tea Market --- p.72 === Number of RTD tea Drinker in Hong Kong --- p.72 === Willingness to Try RTD tea for those Non-RTD tea Drinker --- p.73 === Consumption Rate of RTD tea --- p.73 === Popularity of Various Types of RTD tea --- p.75 === Evaluation of the Perception of RTD tea's Attributes --- p.76 === Attributes Considered for Selecting Tea --- p.76 === Perception Towards RTD tea --- p.79 === Perceptions of RTD tea's Attributes and Their Importance to Their Customers --- p.81 === Attitudes Towards RTD tea --- p.82 === General Attitudes Towards RTD tea --- p.82 === Relationships Between Attitudes and Personal Attributes --- p.83 === Appropriate Product Lines For RTD tea --- p.89 === Tea with Added Flower Flavors --- p.90 === Tea with Added Fruit Flavors --- p.96 === Suggested Types of Tea to be Launched in RTD Version --- p.101 === Difficulties of Launching New RTD tea --- p.102 === Product --- p.102 === Promotion --- p.103 === Distribution --- p.104 === Chapter VII. --- RECOMMENDATIONS --- p.106 === Timing --- p.106 === Product --- p.107 === Price --- p.109 === Promotion --- p.109 === Packaging --- p.110 === Distribution --- p.111 === Conclusion --- p.113 === APPENDICES === RTD Tea Participants in USA === Questionnaires === BIBLIOGRAPHY