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“Chormium Picolinate”Research studies indicate that chormium picolinate can stabilize blood sugar and may reducecholesterol triglyceride levels. It may also increase the body’s ability to burn extra fat (adiposetissue) and stimulate the formation of lean Muscle”- The sixth European Congress on Obesity, <strong>University</strong> of TexasThe above example shows that their products are reliable although it may not be true.However, other producers rarely indicate clear the ingredients of their products. However,American Beauty does. It is one of the main reasons why people have confidence with theirproducts.EffectivenessIn their advertisements, some fat losers were asked to tell their real experiences of usingAmerican Beauty. It is wise for American Beauty to do so. By virtue of that the third parties aremore reliable, they can prove the weight loss benefits. At the same time, American Beautyemphasizes that “only ingredients with maximum potency are used in our products to ensure theeffectiveness.” Their wordings are very strong. With the above factors, it can help build theconfidence to the customers.94
A variety of choicesDifferent people have different needs of losing weight. Some people want to lose the fat ofarms, some want to lose the fat of belly, etc. Generally, other weight loss products mainly helpreduce overall weight. However, American Beauty has three kinds of products. These productscan formulate for people’s needs. “Maga Chitosan Plus” can ultimate fat binder, “HerbalCelluless” is anti-cellulite formula and “Colon Cleaning Slim” is natural roughage formula.Different kinds of products can satisfy customer’s needs.Brand NameThe product names (both Chinese and English name) are excellent because the productnames can be easily implied to 100% natural ingredients.Celebrities effectIt is wise for American Beauty to ask the super star – Winnie Lau to promote the products.When Miss Lau had given birth, she became fat then. It is very true. However, she is very slimnow. People will then easily link it with the weight loss benefits of American Beauty. People willnot be doubtful of the effectiveness.95
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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
Page 26 and 27:
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
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
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 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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