Marketing Commons^™

Customer Lifetime Value : An Integrated Data Mining Approach, Chen Xu

Theses & Dissertations

Customer Lifetime Value (CLV) ---which is a measure of the profit generating potential, or value, of a customer---is increasingly being considered a touchstone for customer relationship management. As the guide and benchmark for Customer Relationship Management (CRM) applications, CLV analysis has received increasing attention from both the marketing practitioners and researchers from different domains. Furthermore, the central challenge in predicting CLV is the precise calculation of customer’s length of service (LOS). There are several statistical approaches for this problem and several researchers have used these approaches to perform survival analysis in different domains. However, classical survival analysis techniques like Kaplan-Meier …

What Makes Them Ignored? Consumers' Mindset Of Food Labels, Wai King Tse

Bachelor Degree - Marketing - Final Year Project

Executive summary

While Hong Kong consumers are increasingly concerned with food safety and a healthy diet, their usage of food labels during purchase remains significantly low. In order to prospect for effective moves in the future, one concordant step for both the government and pre-packaged food manufacturers is to understand the consumers’ perceptions and usage of food labels. This research explores what factors lead to such phenomenon and subsequently its implications in Hong Kong. The research also examines the behavioral variations of consumers in processing food labels.

The study begins with a literature review to construct research hypotheses, covering aspects …

Market Performance And Technical Efficiency Of Domestic And Foreign-Invested Service Industries In China = 中外資服務業的比較分析, Yue Ma

Centre for Public Policy Studies : CPPS Working Paper Series

Although the Chinese manufacturing industry has attracted a vast amount of foreign direct investment (FDI) and has made rapid development, the Chinese service sector is still heftily-protected and has absorbed little FDI since the open door policy adopted in 1978. As a result, the share of the service output is just around 41% of China’s GDP. This is clearly unsatisfactory as the service sector has been able to create more jobs proportionally in many other developed and less developed countries than that in China. This paper is the first attempt in the literature to conduct an empirical comparative study of …

Consumer's Adoption Of The Technology Innovations : The Role Of Coping Strategies, Wenjing Bao

Theses & Dissertations

Given the accelerated technology innovations and shorter product lifecycles, explaining and predicting consumers’ adoption of technology innovations have been increasingly difficult. With new generations of the same products emerging every few years or less, consumers often face the dilemma of choosing between continuing to use the existing product and upgrading to a new version, and have increasingly experienced a certain level of technology fatigue. They may delay the adoption, frog-leap the new product, and simply ignore its existence. Thus, the traditional models of adoption based on product attributes and consumer innovativeness can no longer accommodate these new realities. Based on …