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Special Thanks and AcknowledgmentsSpecial thanks go to Dr. Cui Geng for hisadvises of the study. I appreciate theunderstanding and support of him during theprocess of the study. He is true professional!For the helpful suggestions during my preparation of this study,I am grateful to the following individuals:• Libby Chan – In depth interview of Herbalife• Karen Ng• Billy Yip• Esther Tong• Victor Lee• T. Y. Suen• Vincent Li• P. M. NgThere are numerous interviewees to whom I owe a debt ofgratitude for their assistance in making this project a reality.I thank all these people for their efforts.Jessica Ng27 April 20012
Table of contentsSpecial Thanks and Acknowledgments ............................................................................ 2Table of contents ............................................................................................................... 3Chapter 1 ........................................................................................................................... 5Rationale ................................................................................................................... 6Research objectives................................................................................................... 8Chapter 2 ........................................................................................................................... 9The trend of slimming............................................................................................. 10Understanding Consumers ...................................................................................... 12Understand promotion strategies of weight loss products ...................................... 15Understanding the competitors ............................................................................... 16Understanding the benefits of weight loss products ............................................... 17Understanding the Government Regulation(s)........................................................ 19Summary ................................................................................................................. 21Chapter 3 ......................................................................................................................... 24Body Mass Index (BMI) ......................................................................................... 25Perception of weight issue (Independent Variables) ............................................... 26Attitudes towards body figure (Independent Variables).......................................... 28Attitudes towards weight loss products (Independent Variables) ........................... 30Actual Behavior (Dependent Variables) ................................................................. 32Chapter 4 ......................................................................................................................... 36Chapter 5 ......................................................................................................................... 39Survey Background Information............................................................................. 40Weight perception ................................................................................................... 43Attitudes of Body Figure......................................................................................... 47In sight analysis of .................................................................................................. 58weight loss products................................................................................................ 58Which kinds of people choose to take weight loss products?......................... 60Consumer behavior on purchasing weight loss products................................ 71The comparison of weight loss products and other kinds of weight loss ways ...... 78Dieting............................................................................................................. 81Doing exercise................................................................................................. 82Taking weight loss products............................................................................ 83Losing fat in beauty center.............................................................................. 84Having nutrition meal ..................................................................................... 85Case study of Herbalife................................................................................... 893
Page 1: LINGNAN UNIVERSITYDepartment of Mar
Page 6 and 7: RationaleIt is true that women pay
Page 8 and 9: Research objectivesIn this project,
Page 10 and 11: The trend of slimmingWhen the moder
Page 12 and 13: Understanding ConsumersLosing weigh
Page 14 and 15: order to know whether the products
Page 16 and 17: Understanding the competitorsIn Hon
Page 18 and 19: without the above medical benefits.
Page 20 and 21: involved in interstate commerce, an
Page 22 and 23: market, they use different kinds of
Page 24 and 25: Chapter 3Theory Construction24
Page 26 and 27: Perception of weight issue (Indepen
Page 28 and 29: Perception of weight issue(Related
Page 30 and 31: Body Mass IndexAlthough many under
Page 32 and 33: Actual Behavior (Dependent Variable
Page 34 and 35: more attractive. However, it is pre
Page 36 and 37: Chapter 4Research Methodology36
Page 38 and 39: meter to measure the 10 th women of
Page 40 and 41: Survey Background InformationIn the
Page 42 and 43: Hong Kong. Over losing fat can caus
Page 44 and 45: Interviewers (both female and male)
Page 46 and 47: Nowadays, the media always reports
Page 48 and 49: Attitude is a key factor to determi
Page 50 and 51: Even those people are not really fa
Page 52 and 53:
from the others and avoid the press
Page 54 and 55:
part of their life” and “losing
Page 56 and 57:
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
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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 108 and 109:
Recommendations of weight loss prod
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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