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| Author: | Wee, C. H. Chan, M. |
| Title: | Consumer sentiment towards marketing in Hong Kong. |
| Journal: | European Journal of Marketing
1989 : VOL. 23:4, p. 25-39 |
| Index terms: | MARKETING RESEARCH HONG KONG CONSUMER ATTITUDES |
| Language: | eng |
| Abstract: | Consumer sentiment towards marketing in Hong Kong is discussed. In a research program consumer attitudes towards the four components of the marketing mix - product, price, advertising and retailing - were measured. Research methodology and the sample are described. The reliability and validity of scales used are examined. Overall sentiments are outlined. A comparison is presented across demographic variables. English and Chinese samples are compared, differences are highlighted. The state of marketing in Hong Kong is described, it is found to be doing better than in the United States. Managerial implications are summarized, recommendations are presented for future surveys. |
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