| 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: | Department of Management |
| Pages: | v, 80 leaves : ill. ; 30 cm |
| Language: | English |
| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b1520733x.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.3 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/166