by Tse Po-shing, Andy.
Thesis (M.B.A.)--Chinese University of Hong Kong, 1991.
Bibliography: leaves 57-59.
EXECUTIVE SUMMARY --- p.i
ACKNOWLEDGEMENT --- p.ii
TABLE OF CONTENTS --- p.iii
LIST OF APPENDICES --- p.iv
CHAPTER
Chapter I. --- INTRODUCTION --- p.2
Chapter II. --- RESEARCH RATIONALE --- p.3
Statement of the Program --- p.3
Programme Strategy --- p.3
Assumptions and Hypothesis --- p.3
Target Population --- p.5
Chapter III. --- LITERATURE REVIEW --- p.6
Segmentation --- p.6
Lifestyle --- p.9
Lifestyle Segmentation --- p.11
Fashion Research --- p.13
Chapter IV. --- BACKGROUND INFORMATION ON HONG KONG --- p.16
Demographics of Hong Kong Females --- p.16
Hong Kong's Market for Apparel --- p.18
Lifestyle Study in Hong Kong --- p.20
Chapter V. --- RESEARCH METHODOLOGY --- p.21
Sampling Procedure --- p.21
Instrument --- p.22
Measures --- p.23
Chapter VI. --- RESULTS --- p.27
Factor Analysis --- p.27
Cluster Analysis --- p.32
Demographics --- p.33
Chapter VII. --- DISCUSSION --- p.34
Cluster I: Followers --- p.34
Cluster II: Leaders --- p.35
Cluster III: Realists --- p.36
Cluster IV: Uninvolved --- p.37
Chapter VIII. --- CONCLUSIONS AND RECOMMENDATIONS --- p.39
Conclusion --- p.39
Recommendation --- p.39
Chapter IX. --- LIMITATION --- p.41
Chapter X. --- APPENDICES --- p.42
Chapter XI. --- REFERENCES --- p.57
LIST OF APPENDICES
Chapter APPENDIX 1: --- English Version Questionnaire --- p.44
Chapter APPENDIX 2: --- Chinese Version Questionnaire --- p.49
Chapter APPENDIX 3: --- Figure and Table --- p.52
Figure 1 --- p.52
Table 1 --- p.53
Table 2 --- p.55
Table 3 --- p.56
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