A study of consumer attitudes towards the mobile telephone service providers in Hong Kong.

• Other Authors: Cheng, Wai Ming Ivy.
• Format: Others
• Language: English
• Published: Chinese University of Hong Kong 1994
• Subjects: Cell phone services industry > Marketing; Cell phone services industry > China > Hong Kong > Marketing; Consumers' preferences; Consumers' preferences > China > Hong Kong; Consumer behavior; Consumer behavior > China > Hong Kong
• Online Access: http://library.cuhk.edu.hk/record=b5888027; http://repository.lib.cuhk.edu.hk/en/item/cuhk-319293

by Cheng Wai Ming, Ivy, Ma Lok Man, Frandy. === Includes questionaire in Chinese. === Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. === Includes bibliographical references (leave 67). === ABSTRACT --- p.ii === TABLE OF CONTENTS --- p.iii === LIST OF TABLES --- p.vi === ACKNOWLEDGMENTS --- p.viii === CHAPTER === Chapter 1. --- INTRODUCTION --- p.1 === Chapter 1.1 --- Purpose of Study --- p.1 === Chapter 1.2 --- Market Overview --- p.1 === Chapter 1.3 --- Market Growth --- p.2 === Chapter 1.3.1 --- Social Environment --- p.3 === Chapter 1.3.2 --- Economic Environment --- p.3 === Chapter 1.3.3 --- Regulatory Environment --- p.3 === Chapter 1.3.4 --- Technological Environment --- p.4 === Chapter 1.4 --- Market Share --- p.4 === Chapter 1.5 --- Marketing Strategies of Mobile Service Providers --- p.5 === Chapter 1.5.1 --- Product Strategies --- p.5 === Chapter 1.5.1.1 --- Service Features --- p.5 === Chapter 1.5.1.2 --- Mobile Phone Brands Used --- p.6 === Chapter 1.5.1.3 --- Number of Cell Sites --- p.6 === Chapter 1.5.1.4 --- Network Coverage --- p.6 === Chapter 1.5.1.5 --- Roaming Locations --- p.7 === Chapter 1.5.1.6 --- Customer Service --- p.7 === Chapter 1.5.2 --- Pricing Strategies --- p.7 === Chapter 1.5.3 --- Distribution Strategies --- p.8 === Chapter 1.5.4 --- Promotion Strategies --- p.8 === Chapter 1.5.4.1 --- Advertising --- p.8 === Chapter 1.5.4.2 --- Sales Teams --- p.9 === Chapter 2. --- DECISION PROBLEMS AND RESEARCH OBJECTIVES --- p.13 === Chapter 2.1 --- Decision Problems --- p.13 === Chapter 2.2 --- Research Objectives --- p.14 === Chapter 3. --- LITERATURE REVIEW --- p.16 === Chapter 3.1 --- Attitudes and Attitude Components --- p.16 === Chapter 3.2 --- Multiattribute Attitude Models --- p.17 === Chapter 4. --- RESEARCH METHODOLOGY --- p.21 === Chapter 4.1 --- Exploratory Study --- p.21 === Chapter 4.1.1 --- Literature Search --- p.21 === Chapter 4.1.2 --- Interviews with Executives --- p.21 === Chapter 4.1.3 --- Interviews with Potential Customers --- p.22 === Chapter 4.2 --- Descriptive Study --- p.22 === Chapter 4.2.1 --- Survey Population and Sample Size --- p.23 === Chapter 4.2.2 --- Sampling and Data Collection Procedure --- p.24 === Chapter 4.2.3 --- Questionnaire --- p.25 === Chapter 5. --- LIMITATIONS --- p.27 === Chapter 6. --- FINDINGS --- p.29 === Chapter 6.1 --- Exploratory Study --- p.29 === Chapter 6.1.1 --- Benefits of Using Mobile Telephone --- p.29 === Chapter 6.1.2 --- Evaluative Criteria Used in Selecting Mobile Telephone Service Provider --- p.30 === Chapter 6.1.3 --- Types of Information Sought and Sources of Information Used --- p.31 === Chapter 6.2 --- Descriptive Study --- p.32 === Chapter 6.2.1 --- Demographic Characteristics of the Respondents --- p.32 === Chapter 6.2.2 --- Benefits of Using Mobile Telephone --- p.35 === Chapter 6.2.3 --- Decision Making Process of Selecting a Mobile Service Provider --- p.36 === Chapter 6.2.3.1 --- Types of Information Sought by Respondents --- p.36 === Chapter 6.2.3.2 --- Sources of Information --- p.37 === Chapter 6.2.4 --- The Evaluative Criteria Used by Respondents and Their Relative Importance --- p.38 === Chapter 6.2.5 --- Awareness of Mobile Service Providers --- p.39 === Chapter 6.2.6 --- Belief Ratings on the Evaluative Criteria --- p.40 === Chapter 6.2.7 --- Respondents' Attitudes Towards the Mobile Service Providers --- p.41 === Chapter 6.2.8 --- Relationship Between Consumer Attitudes and Brand Preferences --- p.43 === Chapter 6.2.9 --- Market Segmentation --- p.46 === Chapter 6.2.9.1 --- Segmentation by Demographics --- p.46 === Chapter 6.2.9.2 --- Segmentation by Benefits --- p.49 === Chapter 6.2.9.3 --- Segmentation by Attitudes --- p.54 === Chapter 7. --- IMPLICATIONS FOR MARKETING STRATEGIES --- p.59 === Chapter 7.1 --- Competitive Analysis of CSL Against the Other Three Mobile Service Providers in Hong Kong --- p.59 === Chapter 7.2 --- Implications for Marketing Strategies of CSL --- p.60 === Chapter 7.2.1 --- Target Market --- p.60 === Chapter 7.2.2 --- Product Strategies --- p.61 === Chapter 7.2.3 --- Pricing Strategies --- p.63 === Chapter 7.2.4 --- Distribution Strategies --- p.64 === Chapter 7.2.5 --- Promotion Strategies --- p.64 === Chapter 8. --- CONCLUSION --- p.66 === REFERENCES --- p.67 === APPENDICES --- p.68 === Appendix A Exploratory Study: Executive Interview Guide --- p.68 === Appendix B Exploratory Study: Potential Customers Interview Guide --- p.69 === Appendix C English Version of the Questionnaire --- p.70 === Appendix D Chinese Version of the Questionnaire --- p.77 === Appendix E Findings of the Exploratory Study --- p.87 === Appendix F Agglomeration Coefficients of the Cluster Procedure on Respondents' Ratings on the Benefit Statements --- p.91 === Appendix G Agglomeration Coefficients of the Cluster Procedure on Respondents' Ratings on the Evaluative Criteria --- p.92