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Attitude is a key factor to determine whether people will buy weight loss products or not.Therefore, it is extremely important to understand the attitude of the interviewees.GenderFirst of all, gender makes different attitudes. The result is as follow: (FIGURE 2 – The attitude towards body figure between males and females)Attitude 1 = Losing fat has become part of your important life.Attitude 2 = Losing fat can help you to gain confidence.Attitude 3 = Fat women / men will be laughed or discriminatedAttitude 4 = A good body figure is very important for you.Attitude 5 = You always feel sad because of your body shape.48
T-test was employed to see whether there are attitude differences between males and females,the results are as follow:Attitudes Gender Mean Std. Dev. T-value Sig. (2-tailed)1) Losing fat has become part ofyour important life.F 4.5436 106472M 4.1077 1.61171.858 0.0642) Losing fat can help you to F 3.6327 1.5845gain confidence.M 3.4923 1.58243) Fat women / men will be F 4.9897 1.4287laughed or discriminatedM 3.9077 1.77410.619 0.5364.965 0.0004) A good body figure is veryimportant for you5) You always feel sad becauseof your body shape.F 4.7347 1.4326M 4.3231 1.4802F 3.5612 1.5856M 3.1077 1.51171.991 0.0482.021 0.044(TABLE 5 – The results of attitudes VS gender)The above results show that attitude 3, 4, 5 have significant level. First of all, attitude 3 is fatwomen / men will be laughed or discriminated. The result is extremely significant which is 0.000.Women therefore extremely want to avoid discrimination. It is a kind of social pressure. Males areless this kind of pressure. By virtue of that people pay more attention on women’s body figurethan male. Woman’s body figure can determine whether she is attractive or not.Actually, the society emphasizes too much on slim body figure. The newspapers,advertisements and magazines always emphasize the importance of slim body figure of women.The mass media always comments negatively on the women who do not have a slim body figure.49
Page 1 and 2: LINGNAN UNIVERSITYDepartment of Mar
Page 3 and 4: Table of contentsSpecial Thanks and
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 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
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 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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