The School of Professional Education and Executive Development, The Hong Kong Polytechnic University
SPD3125 Marketing Research
Semester 1, 2010/11
Lecturer: Mr. Ronnie Cheung
Class A01D (M6)
Chan Yuet Chong, Connie
Cheung Yan Ho, Jackal
Choi Man Kam, Kimmy
Shek Wing Tung, Wing
Tang Kei Kai, Kenneth
Tang Wing Yin, Geoffrey
Word Count: 3749
Data Analysis and Findings
Summary of demographic characteristics
Consumption Habit analysis
Cross tabulation Analysis
Appendix 1 Questionnaire
Appendix 2 Hypotheses
Appendix 3 SPSS result
Contributions of each member
Chan Yuet Chong Connie (10882720S)
44 Reflective Journal
Tang Wing Yin, Geoffrey’s (10102405S)
45 Reflective Journal
Tang Kei Kai, Kenneth (10106268S)
46 Reflective journal
Cheung Yan Ho Jackel (10103383S)
47 Reflective Journal Shek Wing Tung, Wing (10111807S)
48 Reflective Journal Choi Man Kam (10926640S)
Hung Fook Tong started the business in 1980s and has operated the herbal tea drinks business for twenty years, it had been growing together with Hong Kong people. Recently, the people are more and more concern health in their daily life. However, because of the fierce competition in this industry such as Healthworks (健康工房), therefore we decided to analyze that how can expand the market share of Hung Fook Tong’s herbal tea through conducting a survey.
We have collected 120 samples in this research, and we found that most of respondents and customers would like to spend HK$11-$20 each time, therefore we suggest Hung Fook Tong should keep the price of herbal tea drinks around HK$11-$20 as far as possible, in order to match with the customers’ perception.
Moreover, Hung Fook Tong is famous and popular in this industry because most of the customers think that the products of Hung Fook Tong are high quality, various choices and convenience. Therefore, Hung Fook Tong can reach the customers’ satisfaction by enhancing and emphasizing these factors. Introduction
Hung Fook Tong started the business in 1980s. Over twenty years, it had been growing together with Hong Kong people, experiencing those treasonable moments. With the spirit of Hong Kong with more than 700 staff members, self-invested factories in Hong Kong and Shenzhen and a sales network with extensive coverage. Together with remarkable products and services, it is confident that it can progress further and bring more innovated products to the customers. The mission of Hung Fook Tong is to cultivate herbal culture and persist to use genuine ingredients and add no preservatives in the products.
In the research, we decided to analyze that how can expand the market share of Hung Fook Tong’s herbal tea. The reason is that Chinese herbal tea might not be popular in specific market; therefore, we want to through the survey to study the main factor which is influencing the customer’s purchases behavior of Chinese herbal tea. Additionally, we through the result of survey to make marketing plan for increase the sales volume and generate the benefits for Chinese herbal tea.
Should pay more promotion effort to increase the market share of herbal tea in Hong Kong?
Find out consumer’s attitude toward Hung Fook Tong’s herbal tea Determine...
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