Consumer purchase behavior of information technology products: an analysis of consumer evaluation processes and the application of network marketing.

• Other Authors: Kam, Suet-Shan.
• Format: Others
• Language: English
• Published: Chinese University of Hong Kong 1996
• Subjects: Multilevel marketing; Multilevel marketing > China > Hong Kong; Selling > High technology
• Online Access: http://library.cuhk.edu.hk/record=b5888667; http://repository.lib.cuhk.edu.hk/en/item/cuhk-320740

by Kam Suet-Shan, Yu Sik-Ching. === Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. === Includes bibliographical references (leaves 70-72). === ABSTRACT --- p.i === TABLE OF CONTENTS --- p.ii === LIST OF FIGURES --- p.v === LIST OF TABLES --- p.vi === CHAPTER === Chapter I. --- "INTRODUCTION, RELEVANCE AND OVERVIEW" --- p.1 === The Information Technology Industry --- p.1 === How This Paper Structured --- p.3 === Chapter II. --- MULTI-LEVEL MARKETING --- p.5 === Definition of Multi-level Marketing (MLM) --- p.5 === Evolution of Multi-level Marketing in the US --- p.6 === Operation of Multi-level Marketing --- p.8 === Introduction and Sponsoring --- p.8 === Signing with the Company --- p.8 === Retailing the Products --- p.9 === Distributing the Products --- p.9 === Establishing a Network --- p.10 === Realization of Profits and Earnings --- p.10 === Chapter III. --- COMPARISON OF MULTI-LEVEL MARKETING AND TRADITIONAL DISTRIBUTION --- p.12 === Traditional Distribution Channel --- p.12 === The Difference between MLM and Traditional Distribution --- p.13 === Distribution Structure --- p.14 === Relationship with the Company --- p.16 === Selling Target --- p.17 === Relationship with the Customers --- p.17 === Chapter IV. --- MULTI-LEVEL MARKETING IN HONG KONG --- p.18 === Development of Multi-level Marketing in Hong Kong --- p.18 === Multi-level Marketing in Skin-care and Cosmetic Products Retailing --- p.21 === Multi-level Marketing in Health Food Products Retailing --- p.23 === Chapter V. --- EVALUATION OF THE MULTI-LEVEL MARKETING --- p.26 === Characteristics of Products Using MLM --- p.26 === Marketability --- p.26 === Good Quality --- p.27 === Consumable --- p.27 === Mass Market Demand --- p.27 === High Profit Margin --- p.28 === Characteristics of Companies in Hong Kong Using MLM --- p.28 === Restriction of Retail Outlet --- p.29 === Informal Structure --- p.29 === Motivation and Supporting System --- p.29 === Warehousing --- p.30 === Computerized Database Networking --- p.30 === Problems of Multi-level Marketing when Applied in Information Technology Industry --- p.30 === Chapter VI. --- OVERVIEW OF REFERRAL (SINGLE-LEVEL MARKETING) CONCEPT --- p.32 === Application of Referral in Other Industries --- p.33 === Chapter VII. --- RESEARCH METHOD --- p.35 === Research Objectives --- p.35 === Research Design --- p.35 === Cognitive Component --- p.35 === Affective Component --- p.38 === Conative Component --- p.38 === Data Collection --- p.38 === Sampling --- p.39 === Questionnaire Dissection --- p.40 === Q1 - Q2 --- p.40 === Q3-Q4 --- p.40 === Q5- Q7B --- p.41 === Q7C - Q7E --- p.41 === Chapter VIII. --- RESULTS --- p.42 === Demographics --- p.42 === Age --- p.42 === Marital Status --- p.43 === Education Level --- p.43 === Occupation --- p.44 === Monthly Income --- p.44 === Analysis --- p.45 === One-Sample t Tests --- p.45 === Chapter IX. --- LIMITATIONS --- p.51 === Chapter X. --- MARKETING PLAN --- p.53 === Target Customers --- p.54 === Product --- p.54 === Price --- p.57 === Place --- p.57 === Promotion --- p.58 === Get an Initial Set of Customers --- p.59 === Attract Existing Customers to Participate in the Network Marketing (Referral) Program --- p.60 === Encourage Existing Marketers to Refer Others --- p.61 === Chapter XI. --- CONCLUSION --- p.64 === APPENDIX === Chapter I. --- LIST OF MULTI-LEVEL MARKETING COMPANIES REGISTERED IN THE DIRECT SELLING ASSOCIATION OF HONG KONG LTD --- p.66 === Chapter II. --- SAMPLE QUESTIONS --- p.67 === REFERENCES --- p.70 === Books --- p.70 === Periodicals --- p.71