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Recommendations of weight loss products(Based on consumer behavior)There are many kinds of weight loss products in Hong Kong. If they want to be successful,besides their promotion strategy, there are still some other factors which can affect whether theconsumers will choose the products or not. They are packaging, original country, pricing, brandname, weight loss benefit, ingredients, easy to take, no side effect. In the questionnaires, bothfemales and males are asked which of the above factors are important when they choose weightloss products. The following diagram (Figure. E1) shows the factors of choosing weight lossproducts. A= PackagingB= Original countryC= PriceD= Brand nameE= Weight loss benefitF= Natural IngredientsG= Easy to takeH= No side effect(FIGURE 8 – The important factors of choosing weight loss products)108
No side effectsThe customers concern most is whether the weight loss products have side effect or not.Therefore, if the products have side effects, or the products do not state clearly that they have noside effect. Most probably, the products will become failure. The factor is the prerequisite tosucceed in the market. It is unethical for the weight loss product producers to state that theirproducts are without side effect when it is untrue. But the main point is, their behavior is notillegal. As mentioned in the literature review, most weight loss products defined themselves as“health food”. That’s why the weight loss products are out of the control from the government.Weight loss benefitsWeight loss benefit is also extremely important to customers. However, friend’srecommendation is very important if they have never tried the products before. Therefore,successful weight loss products should have good word of mouth, their image is very importanttoo. <strong>And</strong>, the weight loss benefit cannot be hidden if the products are totally ineffective. Aftertrying the products, the customers will probably tell the others whether the products are useful ornot. Even if the customers do not do so, they will not repeat purchasing if they find that theproducts are without weight loss benefits. If the products are tested by the third parties such as thegovernment or testing companies, people will have confidence to the products.109
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LINGNAN UNIVERSITYDepartment of Mar
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Table of contentsSpecial Thanks and
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RationaleIt is true that women pay
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Research objectivesIn this project,
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The trend of slimmingWhen the moder
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Understanding ConsumersLosing weigh
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order to know whether the products
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Understanding the competitorsIn Hon
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without the above medical benefits.
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involved in interstate commerce, an
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market, they use different kinds of
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Chapter 3Theory Construction24
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Perception of weight issue (Indepen
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Perception of weight issue(Related
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Body Mass IndexAlthough many under
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Actual Behavior (Dependent Variable
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more attractive. However, it is pre
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Chapter 4Research Methodology36
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meter to measure the 10 th women of
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Survey Background InformationIn the
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Hong Kong. Over losing fat can caus
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Interviewers (both female and male)
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Nowadays, the media always reports
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Attitude is a key factor to determi
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Even those people are not really fa
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from the others and avoid the press
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part of their life” and “losing
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A = Under WeightB = Standard Weight
Page 58 and 59: In sight analysis of weightloss pro
Page 60 and 61: Which kinds of people choose to tak
Page 62 and 63: professional no matter they are mal
Page 64 and 65: effective and without harmful to th
Page 66 and 67: Products No. of people using the we
Page 68 and 69: it can lose fat within a short peri
Page 70 and 71: over weight). Be safe, it is wise t
Page 72 and 73: mark). It is the lowest mark among
Page 74 and 75: emphasize that their products are w
Page 76 and 77: the same as the sayings of the adve
Page 78 and 79: The comparison of weight lossproduc
Page 80 and 81: would they choose if they want to l
Page 82 and 83: Doing exerciseMost people think tha
Page 84 and 85: Losing fat in beauty centerIntervie
Page 86 and 87: The factors of motivatingpeople to
Page 88 and 89: losers’ friends do not get paid f
Page 90 and 91: wholesalers or retailers.Herbalife
Page 92 and 93: In sight analysis of thepromotions
Page 94 and 95: “Chormium Picolinate”Research s
Page 96 and 97: Government providentAnother key suc
Page 98 and 99: There are salesgirls employed to pr
Page 100 and 101: fat. Therefore, no matter how good
Page 102 and 103: Generally, if the weight loss produ
Page 104 and 105: Learning from the studyDoing this k
Page 106 and 107: people were less willing to answer
Page 110 and 111: Products ingredientsProduct ingredi
Page 112 and 113: 4) People who are easily influenced
Page 114 and 115: The market of male weight loss prod
Page 116 and 117: Recommendations to the governmentTh
Page 118 and 119: ConclusionTo sum up, the market of
Page 120 and 121: References120
Page 122 and 123: (4/9/2000), “” (18/4/2000),
Page 124 and 125: Questionnaire(Female)I am a univers
Page 126 and 127: 22) If you have tried to take weigh
Page 128 and 129: Questionnaire(Male)I am a universit
Page 130 and 131: 26) Do you plan to lose fat within
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