Department Of Marketing And - Lingnan University Library

Perception of weight issue(Related Questions: FQ1, MQ1)• Unrealistic Perception• Reasonable Perception• Optimistic PerceptionDemographicA) GenderB) Age (FQ44, MQ33)C) Income (FQ47, MQ36)D) Education (FQ45, MQ34)E) Occupation (FQ46, MQ35)F) Marital Status (FQ43, MQ32)G) Eating Habit (FQ39, MQ28)H) Body Mass index (FQ41, 41; MQ29,30)A) Attitudes towards body figure• Social pressure (FQ6• Confidence (FQ5• Self-consciousness (FQ12,FQ7, FQ8, MQ9)B) Attitudes of weight lossproducts(Related Questions: FQ9,FQ18, FQ20, MQ7*)• Side effects• Effectiveness• The contents of advertisementsActual Behavior• Consumption / Purchase (FQ13,MQ12)- Brand loyalty (FQ33)- How many do the fat loserspurchase (FQ32)- Drug addict (FQ34)• Intention to buy weight loss products(FQ15, FQ38, MQ, MQ13, MQ25)• Choosing other methods to lose fat(FQ13, FQ15)(FIGURE 1 – Theory Construction)* The explanations can be seen in the next pages.28