Switching behavior of basic necessaries in Hong Kong supermarket, taking cooking oil as the focus of study

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Switching behavior of basic necessaries in Hong Kong supermarket, taking cooking oil as the focus of study

 

Author: Chan, Wai-yin Robyn
Title: Switching behavior of basic necessaries in Hong Kong supermarket, taking cooking oil as the focus of study
Degree: M.B.A.
Year: 2000
Subject: Consumer behavior -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Management
Pages: v, 80 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1520733
URI: http://theses.lib.polyu.edu.hk/handle/200/166
Abstract: This paper explores the causes of the consumer switching behavior of cooking oil market in Hong Kong. Several key factors are tested and they can be categorized into (1) True Variety-Seeking Behavior (i.e. intrinsically motivated) and (2) Derived Varied Behavior (i.e. extrinsically motivated). Having conducted 140 street interviews at two major chain supermarkets in 6 major public and private estates in Hong Kong Island, Kowloon and New Territories, the author confirms that the switching behavior of cooking oil market is motivated by both intrinsic and extrinsic stimulants. Of the 7 hypothesis postulated for this study, 5 are established and 2 are rejected. Those established stimulants are: (1) Need for variety; (2) Perceived differences between brands; (3) Purchase frequency; (4) Strength of preference; and (5) Price promotion. The rejected causes are (1) Influence of another and (2) Out of stock. The findings indicate that as both intrinsic and extrinsic motivations are important to cooking oil switching behavior. Therefore, industry practitioners have to adjust their marketing strategies according to what market positions they hold.

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