Hong Kong credit card marketing: consumer choice model & marketing program.

Abstract

by Tso Miu Lin Debbie.Thesis (M.B.A.)--Chinese University of Hong Kong, 1999.Includes bibliographical references (leaves 55-61).Questionnaire also in Chinese.ABSTRACT --- p.iiTABLE OF CONTENTS --- p.ivLIST OF ISSUSTRATIONS --- p.viiLIST OF TABLES --- p.viiiPREFACE --- p.ixChapterChapter I. --- INTRODUCTION --- p.1Chapter II. --- METHODOLOGY --- p.3Sample --- p.4Basic Contents of the Questionnaire --- p.4Limitation of the Questionnaire --- p.5Chapter III. --- FINDINGS OF THE RESEARCH --- p.6General Card Users Distribution --- p.6Credit Card Holding --- p.6Type of Credit Card Held --- p.7Different Aspects of Credit Cards --- p.8Important Aspects --- p.8Reasons for Not Paying by Credit Card --- p.10Reasons for Paying by Credit Card --- p.11Marketing Program of Credit Cards --- p.12Effective Marketing Channels to General Users --- p.12Effective Marketing Channels to High-end Users --- p.13Default Risk of Credit Cards --- p.13Total Credit Limit to Revenue Ratio --- p.13Credit Card Balances --- p.14Roll Over of Credit Card Balances --- p.15Roll Over of Card Balances to Revenue Ratio --- p.15Rejection of Credit Card Application --- p.16Interest-bearing Credit Cards Users --- p.16Demographic Characteristics of Interest-bearing Credit Card Users --- p.17Consumption Pattern --- p.17Gender --- p.18Age --- p.18Occupation --- p.19Home Condition --- p.19Education --- p.20Credit Card Behaviors of Interest-bearing Credit Card Users --- p.20Heavy Credit Cards Users --- p.21Demographic Characteristics of Heavy Credit Card Users --- p.21Consumption Pattern --- p.21Gender --- p.22Age --- p.22Occupation --- p.23Home Condition --- p.23Education --- p.24Credit Card Behaviors of Heavy Credit Card Users --- p.24Roll over frequency --- p.24Roll over card balances --- p.25Chapter IV. --- ANALYSIS OF RESEARCH FINDINGS --- p.26General Card Users Distribution --- p.26Different Aspects of Credit Cards --- p.26Physical Functions Vs Psychological Functions --- p.26Card Issuers Vs Co-branding Partners --- p.27Price Conscious Credit Card Users --- p.28Credit Cards Usage --- p.28Default Risk of Credit Cards --- p.28Effective Marketing Program --- p.29Effective Marketing Program for General Users … --- p.29Effective Marketing Program for Interest-bearing Users --- p.30Effective Marketing Program for Heavy Users --- p.31Chapter V. --- RECOMMENDATION --- p.32Product --- p.32Functional Aspects of Credit Cards --- p.32Co-branding Partners of Credit Cards --- p.33Price --- p.33Place --- p.34Promotion --- p.35Promotion for General Credit Card Users --- p.35Promotion for Interest-bearing Credit Card Users --- p.36Promotion for Heavy Credit Card Users --- p.37Default Risk --- p.38Chapter VI. --- CONCLUSION --- p.39GLOSSARY --- p.42APPENDIX --- p.46Questionnaire (English version) --- p.46Questionnaire (Chinese version) --- p.51BIBLIOGRAPHY --- p.5