A FEASIBILITY STUDY FOR LAUNCHING

A NEW MULTI-FUNCTION FOOD PROCESSOR IN HONG KONG

by

PUN SEE-MUN and LAM PONG-YUEN ( 潘 思 敏 ) ( 林 邦 源 )

RESEARCH REPORT

Presented to

The Graduate School

In Partial Fulfilment

of the Requirements for the Degree of

MASTER OF BUSINESS ADMINISTRATION

TWO-YEAR MBA PROGRAMME

THE CHINESE UNIVERSITY OF HONG KONG

KAY 1988

DR. NEIL B. HOLBERT

Advisor

PREFACE

The purpose of this paper is to investigate the appeal of a food processor with new features, and to decide how to reach the target customer. The researchers are doing this research on behalf of Electrolux (Far East) Limited, who is supplying the

food processor.

This report is divided into nine chapters. We will first

introduce the current market for food processors, Electrolux's background, and the product. Once the requirements of Electrolux

are highlighted, the research 'objectives are developed.

According to the problems defined, the researchers next formulate

the research design, which states the methodology, and the

administration of the focus groups, and quantitative survey. The

above are all summarized in the first five chapters. The

balance of this report consists of our research' results and

analysis. We will draw inferences from the results which will

then be fed back to Electrolux. We also analyse the

opportunities and threats that exist in the market, and the pros

and cons with respect to the solutions proposed. The focus group

questions, the catalogue of different brands of food processors,

and the questionnaires are all included in the Appendix. CHAPTER I

INTRODUCTION

A food processor is a machine which can prepare food for consumption and cooking. At the present state of the art, general purpose food processors can perform various functions such as mixing, blending,liquidizing, mincing, cutting, slicing, grating and grinding. These all require certain set-up times and human. supervision in order to perform the functions properly.

Some food processors are more sophisticated in technology and require minimum user-handling. One of them is the bread baking machine introduced by National in 1987. The user only has to pour in an appropriate amount of ingredients into the machine and the bread will be baked automatically. However, the popularity of these specialized machines remains low.

This report is written for the exclusive useof Electrolux

in deciding whether to launch its general purpose food processor.

The research is limited to a study of the general purpose food

processors which are widely available in the market. The

Electrolux model N15 is chosen as the target of the study because

it has had a very successful launch in Europe. It is possible

that the same kind of success can be achieved in Hong Kong.

Based on the research results, Electrolux will decide whether it

will introduce the food processor.

1 CHAPTER II

CURRENT MARKET

The Census and Statistics department reports on the quantity and value in HK dollars for electro-mechanical domestic food 1 grinders or juice extractors (product category 775730).

IMPORT AND RE-EXPORT OF ELECTRO-MECHANICAL DOMESTIC FOOD GRINDERS

OR JUICE EXTRACTORS

(Figures in thousand of HK dollars)

(a) (b) Year Imports Re-exports (a)-(b.)

86 27,686 16,654 11,032 85 25,459 4,694 20,765 84 31,622 18,722 12,900 83 30,471 14,657 15,814 82 20,448 14,470 5,978 81 17,785 4,822 12,963 80 21,264 9,060 12,204

Source: Hong Kong Trade Statistics. Census and Statistics Department, 1980-1986.

The year-to-year fluctuations are wide, and are probably due

to several factors such as economic outlook and exchange .rate

fluctuations. 1 From 1983 to 1985, the product category, 775730 is separated into two, 775731 and 775732. 775731 represents electro mechanical domestic food. grinders and mixers. 775732 represents electro mechanical domestic fruit juice extractors.

2 CHAPTER III

COMPANY BACKGROUND

Electrolux, a Swedish-based company, is a manufacturer or white goods, and is the largest white-goods company in Europe.

(White goods are household machines such as refrigerators and washing machines). In 1986, household appliances accounted for

the largest percentage (51.5%) of Electrolux's total sales.

According to Electrolux's Annual Report in 1986,

Electrolux's future competitive power will be based on product

quality, cost-effectiveness, carefully prepared market and

product strategies and a decentralized organization designed for

rapid decision making.

Electrolux, Far East Limited, established in Hong Kong since

1967, is a wholly-owned subsidiary of Electrolux. Its business is

in product selling and trading.

Electrolux Far East Limited has different departments

responsible for different product lines. There are four major

product lines, namely, commercial refrigerators, cleaning

machines and equipment, vacuum cleaners and small household

appliances. There is also a China Trade division responsible for

selling products to hotels in China.

Selling Practices

The vacuum cleaner is sold differently from the other

products. There is a direct sale team with some thirty

cAioororQnnc Farah salesnerson calls on households and gives a 3 demonstration of the product. The household is obtained through the telephone directory. The salesman or telephonist will call the household and ask whether they have any carpets and want to

see a demonstration of the vacuum cleaner.

The telephonist will look for foreigners in the telephone

directory because in Electrolux's experience, foreigners have a

higher probability of buying and will accept the idea of direct

selling.

Since Electrolux has acquired many companies which have

different products, Electrolux Far East Limited is now selling

products under many brands. To conform with the corporate policy

of upgrading the brand image, Electrolux (Far East) planned to

sell all products under the same brand, 'Electrolux'. Before

1987, Electrolux Far East Limited had concentrated mainly on

commercial appliances such as commercial cleaning machines and

refrigerators. At present, management wants to concentrate on

upper-middle class consumers and establish its foothold'in small

appliances.

The first small appliance that Electrolux Far East Limited

introduced was a cordless steam iron under the Electrolux name

in 1987. From August 1987 to January 1988, a total of 493,. irons

were sold. The marketing experience of the cordless iron may be

useful for the food processor's marketing. The past experience

with the iron may indicate the cost-effectiveness of different

marketing tools in selling one of its small household appliance:

iron. The company has utilized various methods to promote its

product, namely, direct mail, product demonstration in retailers, 4 leaflets at retailers, newspaper magazine advertising and price discount.

To obtain information on customers, a few questions were

asked on the warranty card in the iron. Users were urged to

answer these questions when they filled in the warranty cards.

Altogether, 222 cards were received which represents a response

rate of 45%. Based on the answers to the questions, the following

was observed.

16% of the respondents were non-Chinese. 45% of the

respondents bought the irons when their current irons were still

working properly. 19% of the irons were for gift purposes. For

every three respondents who saw the product demonstration at

Fortress or Gilman, two of them bought after the product

demonstration, one of them bought the iron from some other retail

outlets (not Fortress or Gilman).

23% of the respondents saw the iron during the product

demonstration, while 22% of the respondents saw it at point of

sale display at retailers.

Direct mailing to Electrolux customers of vacuum *clenaers

was done before the Christmas holdiay in 1987. As a result,

eleven persons bought the iron, which represents a success rate

of 4%.

The effect of word-of-mouth does not seem to increase with

the number of irons in the market. Sales generated remains at

about 12 units per month throughout Novermber, December of 1987

and January of 1988.

Advertising has proved to be cost-ineffective. 13% of the sales was generated from advertisements5 in the Ming Pao Weekly magazine, TV Week, free press and demonstration on TV. The total

expenses for all these promotion is $213,000.

43% of the respondents decided to purchase the iron the

first time they saw it, while 24% bought after they had a feel of

the ease of using it. Recommendations from salesmen in retail

outlets accounts for 7% of the sales. Recommendation from the

promoters of Electrolux in retail outlets accounted for another

7% of the sales. The salary expense for all promoters is $36,000.

Proposed Food Processor

Management has now in hand several models of food processors

from headquarters. Given the introductory experience of the

cordless iron, Electrolux wanted to know more about the small

appliance market before the next product introduction. It is

also imperative to be able to project the sales of each product

because the advertising and promotional budget is allocated in

proportion to the profitability.

The annual profit for all product lines for the fiscal

period ended December 31, 1987 was $2,131,000. The profit of the

small household appliances product line was $164,000.

6 CHAPTER IV

PRODUCT

Electrolux Far East Limited has received. three moaels of food processors. One of them is for commercial use, the other two are for domestic use. In this research project, however, the consumer survey will be done for one model only, N15, because of resource limitation. The model selected is the one which

Electrolux's management has the most interest in. Moreover, this model is different from most of the food processors available in

the market.

The food processor [Figures 1 to 3] is mounted on a wall or

under a cupboard and is designed to make more space available in

a kitchen. With the moveable arm [Figure 4] and bowl holder

[Figure 171, it is supposed to be easier to use and clean. Its

colour is white, its weight is 9.6 kilograms and it has many

speed adjustments.

It can whip and beat cream or egg whites [Figure 6]. It can

also knead bread dough [Figures 7-9]. The vegetable cutter can

cut slices or chips for potatoes, fruits, vegetables [Figures 10-

16]. The high speed liquidizer blends, minces, chops and grates

all sorts of food [Figures 17-181. The meat mincer [Figures 19-

20] has an optional sausage making attachment [Figure 21].

7 Figure 1.

The food processor.

Figure 2. The wall.

Figure 3. Back of the

food processor. Figure 4- 6. Mixing egg white.

Figure 4.

Figure 5. Figure 6. Figure 7- 8. Mixing flour.

Figure 7

. Figure 8. Figure 9. Figure 10- 13.

Install cutting slices/ chips

blades.

Figure 10.

Figure l:

Figure 12. Figure 13.

Figure 14. Cutting slices/ chips. Figure 15.

Figure 16.

Figure 15- 16. Blades'and the food cut. Figure 17.

Figure 18.

Figure 17- 18. Liquidizing. IFiqure 19.

Figure 20

Figure 19- 20. Meat Mincing. Figure 21.

Making sauce. CHAPTER V

RESEARCH OBJECTIVES

1. To understand the market for multi-function food processors

2. To identify the target market and its psychographics,

demographics, buying behaviour and

3. To determine the optimal marketing mix to reach the target

market.

17 CHAPTER VI

SCOPE OF STUDY

A food processor is a machine built to save time in rooa preparation. This research seeks to find out how the present

lifestyle and cooking styles of Hong Kong families influence the

desirability of a food processor. It will also investigate the

other uses of food processors such as gift considerations.

Because buying a food processor is a family purchase

decision, this research looked for such segmentation descriptors

as family income, number of members in a family, and the age of

the person who cooks most often.

The research also explores the purchase habits, willingness

to try new brands, brand attitudes, and the reasonable price in

the minds of consumers.

18 CHAPTER VII

RESEARCH DESIGN

Phases

There are four phases in the researcn. rnase one is a literature review, and an interview with Electrolux's management about product objectives and corporate backgroud. Phase two consisted of field visits to retailers. In phase three, two

group interviews were carried out. Phase four is the quantitative survey.

Methodology

Literature Review

Journals and trade magazines relating to the food-processor

industry and consumer behaviour were studied. The purpose was to

see if overseas marketing experience can be applied to Hong Kong.

Focus Groups

In oraer to generate hypotheses, two focus group interviews

were carried out. Each interview began with a general discussion

of cooking, and things that can help one in cooking. Afterwards,

the food processor was brought out and demonstrated. This was

intended to explore the desirability of the machine and to elicit

comments on the product features. 19 The interviews were conducted in an informal manner in order to generate as many ideas as possible. The panelists were friends and associates of the researchers. The social, cultural, and demongraphic characteristics of the two groups are rather homogeneous. The areas of interest and the questions asked are

in listed in Appendix I.

The first group comprised of women 55-60 years of age. They all came from well-off families, and were free of essential

financial burdens. At retirement age, they can spend more time

in areas they are really interested in. It is believed that this group could become potential users of food processors.

The other focus group was conducted in the office of

Electrolux. Although the penalists were employees of Electrolux,

they did not hestitate to give negative comments on the food processor. They are in their late twenties and are predominantly working. They have small families but busy lifestyles which are

typical of Hong Kong families. Affluent and concerned with the

qualities of living, they are likely to spend more on personal and household accessories.

On the whole, both groups were financially well-off enough

to afford an extra piece of household automation: a multi-

function food processor. Because most of them are already

experienced users, they are likely to make informed judgements on

the viability of the new product. The inferences drawn from

these two focus groups were extremely. fruitful for developing

hypotheses for the quantitative survey.

20 Quantitative Survey

A questionnaire (Appendix V) was designed to obtain data to attack the research problems. The target population is women, aged 20-65. For the sake of reliability, the sample size was

125. A quota sample was used based on the rationale that women, aged 20-65, are both users and influencers in the buying process.

The respondents are gathered based on the personal relationship of the researchers. 75% of the families are families of Shui Yan

College's students. Students are requested to take questionnaires back and ask the one who cook most often to fill in the

questionnaire. 25% of the families are those of factory workers.

Limitations

The quantitative sample may not be representative of the

total population of Hong Kong families. There is some doubt that

the low income group included in the sample (38%) can afford an

extra household appliance costing around HK$1800. Those who do not already own a food processor may find it difficult to conceive of the benefits of food processors, not to mention the

functions of the machine. However, these and similar concerns are inherent in any research study, and findings must always be addressed with caution and intelligence in the light of what is possible. 21 CHAPTER VIII

RESEARCH FINDINGS

Literature

Food processors are very fast and versatile. Some have a

small capacity, so users have to process food in small quantities again and again. Most food processors do not whisk egg whites very well. The amount of washing can outweight convenience for small amounts. A food processor is useful if cooking involves a.

1 lot of slicing, shredding and chopping.

In foreign countries, smaller food processors have widened the food processor market. Being a country which will accept

Western styles of living, Hong Kong may have potential as a

market for food processors.

In the United States, smaller food processors catering to

singles and small families may broaden the market for these food processors, while helping the category became an everyday

2 kitchen appliance. A smaller food processor may appeal to

people living in small apartments.

The food processor market in the United States has settled

into a gift-giving pattern, with strong sales only at Christmas

2 and Mother's Day.

1 .What Food Mixers Can Do Consumer. Volume 237. April 1986. Pages 67-71.

2 Smaller Food Processors Widen the Market by D. Miller. Merchandising. March 1985 10:31. 22 For food processors in general, the market has slowed down a little, because a lot of people already have one. Moreover, most people only use food processors infrequently. A small food processor will be used more often because it can be put where you

3 can see it

A lot of people nowadays do not spend time preparing meals

in large quantities. If one is preparing food for one or two

persons, a food processor will not benefit one that much. Some

people may feel that they have a lot to learn about food

processors and that they require time and knowledge to use.

Demonstration and cookery classes play an important role in

3 building food processor sales

Field Visits to retailers

Braun, Krups, National, Sanyo, Philips and Toshiba

appliances can be found in Matsuzakaya, Sogo, China Products Co.

Ltd., Mitsukoshi and Fortress. Electrolux's management suggested

these outlets because they have attracted a lot of walk-by and

walk-in customers and the sales volumes are larger in these

stores. They will have a good assortments of brands and

household appliances to cater to customers' needs. The next

section will concentrate on discussing the selling the various-

brands in the market and their promotional tactics.

3. Smaller Food Processors Widen the Market by D. Miller. Merchandising. March 1985 10:31

23 Braun

Braun is made in West Germany. It has overload protection

(thermostatic ON/OFF switch of motor). When the motor cools down, the machine will restart automatically.

There are four models. The first is model UK20. It consists of a medium sized mixing bowl with a beater. Consumers can purchase other components separately: shredder $226, juice extractor $120, food chopper $300 and blender $152 which are compatible with the basic model UK20. According to the saleslady

in Matsuzakaya, it has been on sale for around two years and is

more popular among the consumers than the other Braun models. The

sales volume for this model in Matsuzakaya during the promotion

period is around sixty to seventy units per month. This model

has a switch setting for variable, continuous operation or

temporary pausing. This feature differentiates this model from

other Braun models. Having a variable speed adjustment,

consumers can grind or liquidize the food to the extent that they

like. The price of model UK20 is $883 in Matsuzakaya, $951 in

Sogo. The price is lower in Matsuzakaya because Braun is holding

a promotion in Matsuzakaya.

The other model of Braun is called UK9. It has been on sale

for six years. The sale volume is around fifthy to sixty units

per month during the promotion period in Matsuzakaya. There are

two speeds only and a pause switch which allows temporary

stopping of the machine. The price is $723 in Matsuzakaya, and

$778 in Sogo.

Braun carried out its promotion in Matsuzakaya before the 24 Christmas holidays in 1987. A saleslady was placed at the counter, doing demonstrations for the potential customers.

In Sogo, the other two models of Braun are displayed. They are two extremes of the same product line. One is model KM. It has a three-speed setting and a pause switch. The price of this model is $1366. The other model is MC-1 it has a price of $528.

Braun is available also at Fortress. The two models in Fortress are MC-1 and UK-9 with prices of $529 and $775 respectively.

For details of the specifications and functions of Braun's models, please refers to the pictures in Appendix II.

Krups

Krups is made in Germany. It was promoted in Mitsukoshi

during the Christmas holidays of 1987. There are three models,

namely, Rotary Electronic, Rotary 500 and Rotary 400. The first

two models are more popular. The speed of the Rotary 500 is

faster, and so it can grind food faster and finer. During the

promotion period, the Rotary 500 was selling at $760 whereas the

Rotary 400 was selling at $698. After the promotion period, the

Rotary 500 was sold at $840, and the Rotary 400 was sold at $788.

That is, the price was lowered by 10% for the Rotary 500 and 11%

for the Rotary 400 during the promotion period.

It was found that Krups did not have many separate

accessories for sale. The food processors are likely to be sold

as a complex machine rather than adding individual parts one at a

time. Krups are available in Mitsukoshi and Sogo. During the promotion period, the Rotary 50025 and the Rotary 400 were selling at $618 and $760 in Sogo respectively. We were unable to obtain the sales data for this particular brand.

For details of the specifications and functions of Krup's models, please refers to the pictures in Appendix III.

National

National's food processor has the standard food processing

functions such as chop, mix, grind, whip, slice, shred and chip.

There are three switches: on, off and pause. It sells at $612 in

Sogo and Fortress. We were unable to obtain the sales data for

this particular brand.

For details of the specifications and functions of

National's models, please refers to the pictures in Appendix IV.

Sanyo

Sanyo (Model WKM-1550E) sells at $645 in Sogo. It has three

swithes: ON, OFF and PAUSE It has the following functions:

chop, knead, slice and shred.

Philips

Philips (Model HR2375) sells at $423 in Sogo, and $469 in

Fortress.

Toshiba

Toshiba is a Japanese food processor. It does not have

overload protection. Its price is $620 in Matsuzakaya. It is

26 available also at China Products Co. Ltd., where the price is

$595.

Summary

On the whole, the Japanese brands (National, Toshiba, Sanyo and Hitachi) are not directly comparable with Braun, Krups and

Electrolux. This is because Japanese product lines concentrate

in selling single-function food processors, while the European

brands concentrate on selling complex multi-functional food

processors with many components. Of course, the Japanese brands.

have a much cheaper price than the European brands as explained

above. Perceived as targeted towards the premium market, the

European food processors have a much more appealing designs, as

seen in their brochures.

In this sort of scenario, one would question a popular

assumption that Japanese brands dominate this market (and most

markets). As a matter of fact, Japanese products and European

products are probably targeting towards different segments of the

population. An important question is raised: given the current

living conditions and the prices consumers have to pay, will

households consider a multi-function food processor as desirable

as a single-function one?

27 Rrnndc in Retail outlets

Braun Krups National Toshiba Philips Sanyo

Matsuzakaya Yes Yes

Sogo Yes Yes Yes Yes Yes

China Products Yes Co. Ltd.

Mitsukoshi Yes

Fortress Yes Yes Yes

28 Focus Group Interview

Focus Group One

The first focus group consisted of 8 females, aged 22 to 30.

They are secretaries, marketing executives or clerks. The

interview was conducted on December 22, 1987.

Concerning the feature that the food processor had to be

attached to the wall, some said that it made the food processor

more convenient.to use because they need not take it out from a

.cupboard. Furthermore, it could save space because the arms

could be moved out only when the food processor was used.

However, some worried that the attachment might not be

strong enough when the food processor was used because the food

processor was quite heavy. They also found it inconvenient when

they bought the product because it was too heavy to carry' home.

Furthermore, it was difficult to install in their kitchens

because they had to drill four holes in the wall. Moreover,

since there was no stand for placing the smaller accessories,

they found it troublesome and space consuming because they had to

find a place to put all the accessories.

Some of them did not understand why the blade in the

liquidizer was not sharp. Consequently, they felt that the

liquidizer was not good compared with some Japanese models which

had sharp blades.

They all said that the mixing bowl was the best accessory of

the food processor because it could be cleaned easily by flushing

in some water. Cleaning was easy because the mixing bowl was

large and had a smooth surface. 29 Since the mixing bowl would rotate when the food processor was used, they said that the materials in the bowl could be mixed more thoroughly.

Some people were impressed by the variety of functions performed by the food processor. However, some felt that there were too many functions and was complicated. They said that using a food processor could not save time because they had to think about how to set up and use the different accessories before they could prepare food.

They felt that the meat mincer was the worst accessory of- the food processor because it was difficult to clean and they worried that there might be rust in it.

Some of them had brought a juice maker and found it quite good, though they used it infrequently. They said that they had a small family size, and so the food was not cooked in large quantity. Hence, they did not find it useful or time-saving to use a food processor to slice food for them.

They seldom ate at home because they did not like buying food at the market. Even when they bought food, they did not care what kind of food, only if it could be cooked easily. The time for cooking a dinner was around one hour. When they had to cook, they liked putting several foods and some water into a container and then boiled them altogether.

When asked about the price, they said that they would certainly not buy the food processor demonstrated if it was priced at HK$2000. If the price was $1000, however, they would consider buying it because it was worthwhile in view of the 30 variety of functions. They said even an ordinary Japanese juice extractor or mixer might cost them several hundred dollars.

They suggested that the food processor would be more acceptable to young people because they liked trying new things and would not find it difficult to set up the food processor.

They also suggested that the food processor could be used as a gift because it was not too expensive and not too cheap as a gift

item.

When they bought household appliances, they would only consider one or two factors. Some would buy the product if they were impressed by it. Indeed, one respondent said that whether

the product was useful or not wasn't important to her at the time

of purchase- if she liked how it worked.

Concerning the retailers that they visited, some went to

department stores, some went to Fortress. Some never went to

small electrical stores because they found them unreliable. They

had heard of news reporting cases where these stores had deceived

clients.

Focus Group Two

Another focus group. was conducted on December 26, 1987.

This group consisted of women aged 50-55. Most of them are

already retired or self-employed. Their typical family size was

four people. Most of their children had become lawyers, doctors,

and other professionals. Some of them lived in USA and Canada.

Therefore, one could say that they were financially well-off.

The findings of the demonstration may be summarised as 31 follows. They considered the two most impressive features of the processor as the multi-function capability and the versatile vegetable cutting blades. Most of them already had food processors which were blenders. Meat mincing and vegetable

shredding were the four most important functions of a food processor. The buying criteria were that first: the machine must be durable, and that the motor would not get heated up so easily. If the machine motor met this standard, the food processor could last for five to six years. The second criterion was the presence of safety features.

The households generally prefered West German brands: especially Philips. Their first brand recall was National however, because of recent appreciation of the yen, Japanese goods had become less attractive. Liquidizers that they previously bought were from small retail outlets rather than large department stores. Before buying any electrical appliance, they usually consulted friends and relatives. Friends and relatives usually recommended the brand and the model they were currently using. Only the housewives themselves participated in purchase decision. Most were satisfied with the performance of their liquidizers except for the clean up drudgery after using it.

The time required to cook a meal was around one and a half hours. They usually had two dishes and one soup. The cooking styles were mostly steam-boiled seafood, and stir-fried vegetables or meat. The food processor was therefore seldom used in ordinary meals except for dessert making. At times, some of their kids would hold a party: thus, there would be a need for a 32 food processor. The households eat out once a week. One of the

panelists had heard of Electrolux and had a very high regard for

the durability of the brand. The price of food processor was

around $1600. They considered it reasonable.

Other comments from the focus group are as follows. The

households would sometimes buy food processors as gifts for

occasions such as marriage, moving or migrating. But they would

also buy other alternatives such as a microwave oven which was

getting very popular in Hong Kong. Most of the young couples in

Hong Kong were working husbands and wives: they seldom had time

to cook a good meal at home. Furthermore, many young people

nowadays dislike cooking. A food processor might not be that

useful for a modern way of living. It was suggested that one of

the target markets might be retirees. However, since young

families place premium in space saving, the wall mounting feature

could be a desirable selling point.

Hypotheses Generated

Based on the focus group results, the following hypotheses were

generated.

1• Family income will have an effect on the purchase of food

Processors. Therefore, total family income will be a basis for market segmentation.

2. People who eat out often will be likely targets for food processors.

3. Most people do not appreciate the usefulness of a multi-

Purpose food processor. 33 4. People are very loyal to imported brands, especially European brands.

5. The willingness to purchase a food processor was a function of many dependent variables, including

A. The age and education level of cook in the family.

B. The time for preparing food.

C. The age and education level of the one who suggests buying

an electrical appliance.

D. Having a food processor already.

34 Quantitative survey

Sample Characteristics

The average family size in the sample is 5.2 persons. The average number of earners in the family is 3 persons. The average total family monthly household income is $11,853.

Lifestyle

For a typical breakfast, time for cutting, mincing and similar ways of preparing food before it is finally cooked is:

42%: 5 minutes or less. 23%: 6-10 minutes. 24%: 11-15 minutes. 9%: 16-20 minutes. 1%: 21-25 minutes. 1%: 26 minutes or more.

For a typical lunch, time for cutting, mincing and similar ways of preparing food before it is finally cooked is:

11%: 5 minutes or less. 20%: 6-10 minutes. 20%: 11-15 minutes. 16%: 16-20 minutes. 19%: 21-25 minutes. 14%: 26 minutes or more.

For a typical dinner, time for cutting, mincing and similar

ways of preparing food before it is finally cooked is:

1%: 5 minutes or less. 20%: 6-10 minutes. 19%: 11-15 minutes. 15%: 16-20 minutes. 13%: 21-25 minutes. 33%: 26 minutes or more. 35 To cook a typical breakfast:

52%: 15 minutes or less. 24%: 16-30 minutes. 11%: 31-45 minutes. 10%: 46-60 minutes. 2%: More than 60 minutes, less than 75 minutes.

2%: More than 75 minutes.

To cook a typical lunch:

13%: 15 minutes or less. 35%: 16-30 minutes. 19%: 31-45 minutes. 17% :46-60 minutes. 8%: More than 60 minutes, less than 75 minutes.

8%: More than 75 minutes.

To cook a typical dinner:

7%: 15 minutes or less. 12%: 16-30 minutes. 24%: 31-45 minutes. 23%: 46-60 minutes. 11%: More than 60 minutes, less than 75 minutes.

22%.: More than 75 minutes.

The average number of times per week that the whole family

will go out to have breakfast, lunch and dinner are 2.8, 2.5 and

0.9 times respectively. In the last dinner at home, 63% had

chopped meat or minced fish. 61% had fruit and vegetables that

they had to be cut into slices or smaller pieces. 57% will make

salad at home. For those who do not make salad at home, 44% say

that they would make salad at home if they have a food processor.

Demographics of the one who cooks most often in a family

Concerning the one who cooks most often in a family: 13%

are males, and 87% are females. The average age is 43. Most of

them have attained the education level of lower secondary

education and are non-working housewife. 17% of them do not read

any newspaper.

36 Influencer in the Purchase Decision

Concerning whether there is anyone who suggests buying or replacing a small electrical appliance such as iron, fan or rice cooker, 61% of the families do not have any specific person. 21% of the families said the spouse (female), 9% are the head

(male) of the family.

The one who usually pays for an electrical appliance is the head (male) of the family. (48% of all respondents).

Demographics of the one who suggests buying an electrical appliance

The demographics of the one who suggests buying an small

electrical appliance in a family show: 21% males, 79% females.

The average age is 45. Most of them have attained the education

level of primary school and are non-working housewives. 19% of

them do not read any newspapers.

Buying Behaviour

If they are going to buy a small electrical appliance, which

costs them $1000-2000, they will:

Go to retailers to have a look. (81%) Ask opinions of friends. (53%) Read advertisements in newspapers. (18%) Read advertisements in magazines. (14%) Watch advertisements on television. (12%)

The sum of percentages in some tables exceeds 100% due to multiple responses. 37 they will buy a small electrical appliance in the following

situations:

When there is a need for one (64%) Price discount. (16%) Pass by retailers and like a product. (16%) After watching product demonstration and like the product.( 3%)

They will look for electrical appliances at the following places:

Small store which sells electrical appliances.(46%) Fortress. (37%) Tai Lun electrical appliances stores. (20%) Wing On department stores. (15%) Japanese department stores. (13%) China Product Company. (11%) Sincere department stores. (7%) Gilman. (1%)

The factors in order in importance in consiaering a small

electrical appliance are as follows:

(1-not very important, 5-extremely important).

The number in brackets is the average of all responses.

Durable (4.7) Has warranty (4.3) Has maintenance service (4.2) Has many functions (4.1) New style (3.7) Price is cheap (3.6) A well known brand (3.5) Easily available (3.0)

The factors in order in importance when choosing brand are as

follows:

(1-not very important, 5-extremely important).

The number in brackets is the average of all responses.

Previous experience with the brand (4.4) Price is reasonable (4.3) Friends recommend (3.5) Availability of the brand at retailers (2.9) Salespersons recommend (2.1)

38 rand Awareness

The brands that are used by the respondents and can be

^ecalled most often are National (32%) and Sharp (26%). The other

)rands only have 8% or less.

Concerning the brands that the respondents have heard of, most of them have heard of National, Toshiba, Philips and Sanyo.

Brands Percentage of respondents who have heard of the brand

National (85%) Toshiba (80%) Philips (77%) Sanyo (72%) Braun (39%) Moullinex (34%) Electrolux (7%) Krups (4%)

All'these brands, except Electrolux, now market food processors

in Hong Kong.

Food Processor Usage

59% of the families do not have a food processor. The reasons why

they don't are:

No such need. (77%) Have not though of. (33%) Too expensive. (12%) Have not found an ideal one.( 6%) Do not know how to use.( 2%)

39 For those families who have a food processor, the functions

of the food processor include:

Percentage of respondents whose Functions food processors have the corresponding function

Juice extraction. (76%) Liquidizing. (58%) Grinding meat. (58%) Cutting slices/chip: (47%) Mixing egg white. (32%) Mixing flour. (21%)

In the last month, most of the families (76%) with a food

processor used it only once or not at all. 57% say that they will

use the food processor more often in the Summer, 3% say that less

often 40% say that the frequency of using is the same. The food

processor is used mainly for preparing dessert (59%) and for

ordinary dinners for the whole family (44%).

The brands of the food processors used are as follows:

National (38%) Philips (15%) Sanyo (15%) Moulline: (15%) Braun (9%) Krups (6%) Toshiba igoi

The functions of a food processor, in order of importance,

are as follows: (1-not very important, 5-extremely important)

The number in brackets is the average of all responses.

Grinding meat (4.2) Cutting slices/ chipE (4.1) Liquidizing (3.6) Mixing flour (3.0) Mixing egg white (2.7)

40 For a food processor, the factors, in order of importance, are as follows: (1-not very important, 5-extremely important).

ThP ninmhPrn brackets is the average of all responses.

Durable. 4.6) Easy to clean 4.5) Has safety feature 4.5) (motor will stop automatically when it is too hot) Has many functions( 4.3) Easy to install 4.0) Silent in operation (4.0) Little vibration in operation (3.9) Has adequate volume (3.9) Has many speed adjustments (3.8) Space saving. (3.7) cv fn rrv r 01

Attitudes Towards Food Processors

When thinking of buying a gift costing $1000-1500, 7% would

buy, 32% might buy and 59% would not buy a food processor.

After receiving discount coupons as a result of buying a

small electrical appliance, 35% would give them to other people,

36% might, give and 29% would not. (By using these coupons, one

can buy another food processor at a lower price).

For the feature that Electrolux's food processor has to be

attached to the wall, these are the opinions:

Opinions Percentage citing Difficult to move it after it has been attached ( 't 70 Difficult to install 43% Space saving 28% Convenient to use the food-processor 13%

41 Thinking about the food processor that one would like, the willingness to buy given the following prices is as follows:

(1- will not buy, 2- may not buy, 3- may buy, 4- will buy).

The number in brackets is the average of all responses.

$1000 (2.8) $1400 (2.0) $1800 (1.4) $2000 (1.1)

For Electrolux's food processor, the willing of buying given

the following prices is as follows:

(1- will not buy, 2- may not buy, 3- may buy, 4- will buy).

The number in brackets is the average of all resnnnses.

$1000 (2.8) $1400 (2.2) $1800 (1.5) $2000 (1.1)

42 For the following five models of food processors, 1%, 16%,

20%, 36% and 27% will most likely choose the first, second, third, fourth and fifth model respectively. (Only one choice is

asked for). qo

1 orange juice extractor, $150-250

16 grating, liquifying, grinding, blending, $300-350

20 grating, liquifying, grinding residual filter, juice collector, $500-660

36 slice, shred, mince, chop, knead,

blend, grate, grind, with blades, mixing bowl accessories

3 creeds adjustment, $800-1000

27 slice, shred, mince, chop, knead, blend, grate, grind, beat, with blades, mixing bowl, liquidizer, machine mounted on the wall, continuous speed adjustment, $1200-150

100 Having a food processor or not

The data obtained from the quantitative survey were used to test for the dependence of having a food processor and the other factors. The level of significance is 5% for the Chi-Square test for difference.

The hypothesis, Ho, is: Having a food processor is independent of factor X. Factor X could be answers to questions

2, 3, 4, 6, 7, 8, 9, 10, 11, 15, 16, 17, 21A, 21B, 21C, 22, 23,

24, 45, 46 and 47. (see questionnaire, Appendix).

The results from the Chi-Square tests are:

Having a food processor and the following factors are associated, that is, having a food procesor is statistically related to:

1. The age of the cook in the family.

2. The frequency that the whole family will go out to have lunch.

3. The family will make salad at home.

4. The total monthly household income.

The relevant demographic and behaviour elements for having a food processor are:

1. The cook in the family is older.

2. The whole family will go out to have lunch more often.

3. The family will make salad at home more often.

4. The total monthly household income is higher.

No cause and effect relationship, of course, should be assume

from correlational-based data.

44 Willingness to buy

The data obtained from the quantitative survey were used to test for the relationship of the willingness to buy a food processor and the other factors. The level of significance was

set at 5%.

The hypothesis, Ho, is: Willingness to buy a food processor is

independent of factor X.

There are a total of 21 hypotheses tested. Factor X can be

answers to questions 2, 3, 4, 6, 7, 8, 9, 10, 11,15, 16, 17, 21A,

21B, 21C, 22, 23, 24, 33, 45, 46 and 47 in the questionnaire. The

answers to questions 42 and 49 are used to represent the

willingness to buy a food processor. There are four prices,

$1000, $1400, $1800 and $2200, stated in each question.

Respondents have to indicate their willingness to buy given these

prices.

The results of the Chi-square test for differences are as

follows:

A 'R' indicates that the hypotheses is rejected.

Question 2 3 4 6 7 8 9 10 11 15 16 21A 21B 21C 22 23 24 33 45 46

42,$1000 R 42,$1400 R 42,$1800 RR 42,$2200 R RR R 49,$1000 49,$1400 R R 49,$1800 R R 49,$2200 R R RR

The willingness to buy a food processor and the following

factors are statistically related:

Question 2: Age of the cook in the family. Question 8: Time to prepare food45 for dinner. Question 16: Education level of the one who suggests buying

electrical appliance.

Question 21A, 21B, 21C: The number of times the whole family

will go out to have breakfast, lunch

and dinner.

Question 22: Having minced meat in the latest dinner at home.

Question 33: Having a food processor already.

The correlation coefficient is calculated for each pair of

questions from which the hypotheses is rejected in the Chi-Square

test for difference.

Based on the correlation result, the following statements

can be made.

The willingness to buy a food processor will increase when:

1. The cook in the family is older.

2. The time to prepare food for dinner is longer.

3. The one who suggests buying electrical appliance has a higher

education level.

4. The family will go out to have breakfast, lunch and dinner

more often.

5. Having minced meat in the latest dinner at home.

6. Have a food processor already.

It is suprising that families which already have a food

processor or similar machines will have a greater tendency to buy

a new one. Perhaps these families accept the idea of using a food

processor, and so will replace their old one when there is a

better one which can satisfy their needs. 46 CHAPTER IX

SUMMARY AND RECOMMENDATION

Summary

The time for cutting, mincing ana simiiar ways of preparing food in breakfast and lunch before it is finally cooked is short:

for breakfast, less than 5 minutes for lunch, less than 15 minutes. For many families, the time for preparing food for

dinner is long: more than half an hour. 24% require 31-45

minutes 23% require 46-60 minutes. Thus, a food processor may

help a lot in saving time and effort especially in preparing

dinner.

In general, the concept of a food-processor is compatible

with the diets of families in Hong Kong: in the survey, 63% of

people had chopped meat or minced fish for their last dinner 57%

of the respondents made salad at home.

Previous brand experience, price considerations and word-of-

mouth are very important when consumers choose a brand. Most of

the respondents are not familiar with the Electrolux brand

therefore prior brand experience and word-of-mouth are low at

present. However, given the versatile nature of Electrolux's

food processor, the respondents are willing to pay a slightly

higher price ($1400-$1800), than what they otherwise would pay

for an ideal food processor ($1000-$1400). The price of

Electrolux's food processor is in fact around $1800. Though the

price lies within the acceptable range, $1800 is at the top of

this range and may be too high for a home appliance. 47 Among families who do not have a food processor, 77% said that they have no such need, and 33% said that they have never thought of buying one. Even among families who have food processors, the usage is low: 76% of them use their food processor only once a month (or not at all).

The type of food processors that respondents currently own are mainly juice extractors, liquidizers and meat grinders.

These machines are used for preparing ordinary meals and

desserts. The most frequently used functions of food processors may be liquidizing and meat grinding functions. When respondents were then asked to rank the most important functions of a food processor, they ranked meat grinding before cutting

slices/chips, and cutting slices/chips before liquidizing.

Because the cutting slices/chips function was not commonly found

on most of their food processors, Electrolux can cater to this

unmet need. Furthermore, people considered durability, ease of

cleaning, safety features and multi-function as most desirable.

Since Electrolux's food processor can satisfy these requirements,

it may be accepted by consumers.

The gift market for food processor does not seem to have

high potential. Only 7% of respondents in the quantitative survey

said that they would buy a food processor as a gift. 32% say that

they might buy a food processor as a gift. However, most people

are willing to transfer discount coupons obtained in purchases to

other people.

It was found that the willingness to buy a food processor

increases with the age of the cook in the family, the time

required to prepare dinner, the educational level of the one who 48 suggests buying an electrical household appliance, and the frequency that the family will go out to eat.

As for problems with the product itself, most of the respondents said that the Electrolux food processor (because it

is attached to the wall) was difficult to move (74%), and to

install (43%). Moreover, most respondents, (around 80%) prefer

less complicated models of food processors with fewer functions.

Some members of the focus group indicated that they disliked the

need to drill four holes in the wall in order to use the machine.

They also felt that the accessories were space consuming and

easy to lose.

Recommendation- Marketing Strategy

Based on the findings of the survey, we can obtain a better

understanding of the food processor market. On the whole, the

concept of food processors seems acceptable to Hong Kong people:

41% of our respondents currently own a food processor. In

addition to the basic meat grinding/fish mincing functions, the

growing Westernization of the Hong Kong Chinese diet, such as the

introduction of salad and spaghetti has increased the potential

for food processors. However, looked at the overall basis, food

processors are not extensively used. They are used mainly for

dessert making and meat grinding. Electrolux has the advantage

that its machine contains all the most important features that

people here seem to want: meat grinding, cutting slices/chips,

and liquidizing.

Consumers in general have some brand loyalty because their 49 prior brand experience played an important role in brand selection. The brand awareness of Japanese brands is higher than that of European brands. Most people have preset ideas of the

kind of food processor they require before deciding to purchase.

Consumers will sometimes buy the machine if it is being sold at a price discount without considering their real needs for a food processor. Point of sales and in-store demonstration are

important promotional methods.

Our findings suggest that the Electrolux food processor is

overbuilt. It is therefore possible to simplify the product

and reduce the selling price. (Details on this are discussed in

the following section)

Electrolux should market the product to families with

monthly incomes greater than $10,000, because, based on the

quantitative survey, families with high incomes are more likely

to buy a food processor. In 1986, there were 1,452,600 households

in Hong Kong. 261,468 (18%) of these households, have monthly 1 household income greater than $10,000 The target customers

can be defined as high income families who currently own a food

processor. They are believed to be more concerned with their

standard of living and are willing devote more time to prepare

meals. When they feel that the time has come for a change in

lifestyle, they do not mind spending a bit more money on anything

they want. Thus, they are prepared to buy a food processor (or a

new one), or (if they want) to eat out more often at restaurants.

1. Hong Kong 1986 By-Census Survey Results. Census and Statistics Department. 50 The objective of the promotion and sales program would be to promote the Electrolux food processor as an Everyday Kitchen

Appliance. As inferred from the research, stimulating selective demand (getting the existing users to buy a Electrolux one) is much easier than stimulating primary demand( getting non-users to buy a food processor) because willingness to buy is higher for existing users. Stimulating primary demand is somewhat difficult because most people who do not currently own a food processor or do not feel a need for one. The objective of selective demand strategy is to entice away users from the current brand to a new brand.

51 Recommendations- Marketing Tactics

Introductior

Some of the tactics that are important in stimulating selective demand (getting current users of food processor to buy a Electrolux one) are: developing superior features on key attributes, reducing the price by simplifying the accessories, doing promotion and developing widespread distribution channels.

To increase primary demand (getting the non-users to buy a food processor), one of the tactics is to introduce new uses to the market. Below are some of the specific marketing tactics that can be used:

Product

Electrolux's food processor has a high cost because it' has many features and accessories. However, most consumers only

regard the functions of grinding meat, cutting slices or chips

and liquidizing as important functions. Therefore, Electrolux

should sell the food processor by functions modularly. People

could buy only the components for performing the particular food

processing functions that they need. In this way, the price of

the food processor can be lowered and the product can be built

according to the needs of the potential customers. Electrolux

should introduce something like a shelf case to tie in with

the sale of accessories to facilitate their storage and use.

Electrolux should convey the' following messages to

consumers: its food processor is durable, easy to clean, and has safety features. Most people52 regard these as most important for a food processor and Electrolux's food processor also has these

features.

On the other hand, Electrolux's food processor has to be attached to the wall. People did not seem to like this very much, but they did not reject it out-right they doubt whether the food processor could be safely attached to the wall. Therefore,

Electrolux should consider providing delivery and installation

service. This services should be explicitly spelled out in the

advertising and promotion campaign. Moreover, Electrolux could

promise to reinstall the applicance twice after its first

installation. In this way, Electrolux could not only convey an

excellent image to buyers, but also could set up a good

relationship with them. Another way to go about the installation

problem is to consign food processors to furniture companies.

When people buy a set of kitchen appliances, the furniture

company could include the installation of the Electrolux food

nrnnPssnr in the design.

Pricing

As recommended in the previous section, the proaucL couia oe

sold by components. The price of each component would be based

on the competitive climate, the requirements of potential

customers and the cost of each component.

The competitive climate should be the dominating factor

because customers will compare Electrolux's food processor with

the best alternative they can find. Besides, since Electrolux

has an extremely low brand awareness, it cannot price its product

53 above the price of other well-known brands such as Braun.

Proposed prices:

The machine with blades for cutting slices/ chips $700

Additional Accessories:

Devices for grinding meat $300.

Devices for liquidizing $200.

Devices for mixing flour $100.

Devices for mixing egg whites $100.

When all accessories are purchased, consumers could receive a stand for storing all the parts. The price of the device for grinding meat is higher because many people like this function.

The blades for cutting slices or chips are sold together with the the basic machine because this function is the basic function of

a food processor.

For the other devices, if consumers add the price of these devices to the basic machine, the total is very competitive when compared with Braun and Krups. This is desirable because these two brands appeal to the same target audience and have similar marketing approaches.

Distribution

It is very important that Electrolux should have a wide distribution network, because most people (81%) would go to

retailers to take a look at these brands if they are going to buy

small electrical appliance which costs them $1000 to $2000.

Also, Electrolux should put its food processor not only in

Fortress, but also in small stores which sell electrical

appliances because most people will go to these places. However, 54 it should reconsider its use of Gilman as a distribution channel because very few people (1%) will go to Gilman to search for

electrical appliances.

Promotion and Sale

For Electrolux, (with extremely low brand awareness), the profit from launching a food processor alone cannot justify a

large scale promotion program. Electrolux should promote only

selectively on television: English channels, because 35% of

their audience has a household income of $10,000 or over, as

compared with Chinese channel's 11%. Moreover, approximately 34%

of English channel's audience received post secondary/university 2 education as compared with Chinese channel's 9%. Television

can be used to promote brand awareness.

Retailers' recommendation is in fact not an important

determinant when consumers make the purchase decision. Instead,

friends' recommendations, price and prior brand experience are

more important.

(1-not very important, 5-extemely important)

Previous experience with the brand (4.4) Price is reasonable (4.3) Friends recommend (3.5) Availability of brand at retailer (2.9) Salesperson recommends (2.1)

However, one could not draw inference too literally from the

data. In our field visits to retailers, we found that for a

complicated, high price machine like Electrolux's, it is

necessary to use a salesperson to get attention and to

2 SRH Media Index 1986.

55 demonstrate the machine capabilities. We would thus recommend a middle-of-the-road approach: use a less aggressive type of salesmanship but keep a counter-lady to answer customers' enquiries. A video demonstration which shows the working of the machine may be an effective substitute for a salesman's demonstration.

Based on the fact that people who do not currently own a food processor, do not feel that they need one, it is possible for marketers to work on this aspect: promote more and new uses.

The most popularly mentioned use of a food processor, dessert making function, is in our opinion an under-utilization of the machine. The growing eating-out habit increase the intake of food which is good for the mouth but bad for the stomach. This trend breeds the need for a food processor. Fruits and vegetables are said to have the herbal-pharmaceutical ability* of balancing the body metabolic system. As people in Hong Kong are getting more health conscious, there is a much higher need for quick nutritious health food such as fruit, vegetable juices and salad. The fastest and the most economical way to produce such nutritious food is by using a food processor. Electrolux, which is durable, stands ready to serve the instant needs for fruit and vegetable processing. The continuous speed adjustment is in fact another niche for Electrolux in the health food segment because only through speed adjustment can one varies the fibre content on the juice or drink.

One of the campaigns that we suggest in promoting the health aspects of a food processor is to introduce the idea of A Cup of Goodness A Day. Besides heavy56 promotion in the print media, one of the key activities is to give away receipes for health food

drinks. Another option that one can follow is to publish

receipes which are particular suitable for diabetes, high blood

pressure, babies or on-diet people who are high potential users

of the food processor. When consumers start to treat Electrolux

food processor as an Everyday Kitchen Appliance, they will

gradually become accustomed to using other functions.

Another effective way to promote the Electrolux food

processor is by promoting the new food processor to the existing

customers of other Electrolux products. These customers have.

used Electrolux's products and so have confidence in Electrolux.

Direct mail could be sent to the existing customers of

Electrolux's vacuum cleaner and irons. These people have bought

Electrolux's products and consider them to be reliable and of

high quality.

Since previous experience with the brand is most important when people choose a brand, the existing Electrolux customers will have a higher probability of buying the food processor if

they know that there is one available and they like it.

Moreover, most of these customers have high family income because

they have bought Electrolux's vacuum cleaner (which is very

expensive, around $2500). They are exactly the target market for

Electrolux's food processor.

57 APPENDIX

58 Appendix I

Focus Group Outline-Guide

For users

What brand of food processor are you using?

What brands of food processors are you familiar with?

Which brand is best, worst and why?

When do you use the food processor?

What functions are used most often?

Do you know how to. use all the functions?

How frequently do you use the food processor?

If frequently, why?

If seldom, why?

Why did you buy a food processor?

Are you satisfied with the food processor that you are using?

Why or why not?

For non-users

Why don't you buy a food processor?

For users and non-users

In the demonstration, what functions or features particularly

interest you; what functions are important; what functions are not important to have for a food processor?

What are your overall opinions about the food processor demonstrated?

When you think about a food processor, what product attributes come to mind? Save effort? Save time?

59 What feature would you consider important when you buy a food processor? (Number of functions, safety features, speed adjustment, easy to clean, durable, silent in operation, little

vibration in operation).

How long does a food processor have to last for you to consider

it durable?

Do you think of buying a food processor as a gift?

If yes, what is the kind of food processor that you would buy as

a gfit? Brand, function or other things else?

Where did you buy a food processor or any household appliance?

Did you seek information before deciding to buy which brand of

food processor or a small household appliance?

If yes, what were the information sources?

If no, then what did you base your decision on before you chose a

brand?

Who uses the food processor most often?

Who suggested buying the food processor? Is he or she the one

who uses it?

For working couples, who provides the money for buying the food

processor?

What price would you consider unacceptable for a food processor?

How much time in an average day do you spend in preparing food?

What kind of food will you cook most often?

What kinds of food preparation will you need? Grinding or

cutting slices, chips or others?

What are the things that you dislike most when you have to cook?

Perparing food, cooking the food, washing the food or others.

What do you en.iov most when you cook? 60 How often do you or your family go out to eat?

Who is responsible for the cooking?

Do you know Electrolux?

If yes, from where? What are your opinions about Electrolux's products?

61 Appendix II

Braun's food processor

62 6Braun Multipractic Plus electronic is a fine ample of the versatility, easy handling, reliability, lanty and good design of Braun household lppliances

The variable speedselection allows to choosethe correct speedfor every task. This is then electronically controlled and held constant.

electronic BRAUN

All the work can be done in just one bowl- so cleaning is quick and easy.

Atypical Braundesigndetail: food Pusher also serves during beaker. Special discs for special Even heavy dough is a minu- tasks: slicing, shredding, tes's workfor this kitchen making French fries... machine. Braun Multipractic Plus electronic Attachments for UK 9 and UK 20 jraun Multipractic Plus UK 20 Large capacity food processorwith variable electro¬ Juice extractor UKE1 neads,mixes, chops,slices, shreds, whips, blends, nic speedcontrol, adaptableto the type of food Efficient attachmenttoextract the juice of fruits, Jts Frenchfries. All with just a fewspecially being processed.Kneads,mixes, chops, slices, sh¬ vegetables or even herbs. signed tools. reds, cuts Frenchfries and whipsperfect creamor (rge size food processor, ery easy to operate and clean. egg white. Very easy to operate and clean. Citrus pre88 UKZ1 Large-capacity, convenient attachment to squeeze Features: Features: fresh juice from oranges,mandarins,lemons,limes, 50 W, 2 speedsplus pulsator setting, transparent 550 W, switch setting for variable, continuous grapefruits... operation or pulsator, electronic speedcontrol. '°rking bowl(capacity: 0.70 I or 500 g flour plus Whisk and extra bowl UKRT2 • 'Qredients), with extra large chute,blade, disc carrier Transparent working bowl (capacity 0.701 or 500 g Attachmentto optimize results on all beating and jy.'th fine andcoarseslicingshreddingdiscs, French flour plus ingredients), creamand egg white bowl 'hes cutter, spatula. Pusherserves as measuring to whipsmaller quantities, lid that fits bothbowlsfor whiskingjobs (included with UK20). eaker. Cordstorage. Dual lock system. convenientstorage. Blade, disc carrier with fine and Scale UKW1 breakable Thermoplast housing. coarseslicingshreddingdiscs, Frenchfries cutter, Fitting scale with practical zero positioning. 20 V or 120 V. whisk, spatula. Pusherserves as measuringbeaker Cord storage. Dual lock system. Overloadprotection. Dough hook Unbreakable Thermoplast housing. Special design leaves raisins and other ingredients 220 V. 50 Hz or 120 V, 60 Hz. intact whenkneading.

?faun Multipractic Braun Kitchen Machine Attachements for KM 32, KM 321 MCi KM 32 and MX 32 Jnpact food processor with 0.301 capacity. A classic in its field: the Braunkitchenmachineis Braun Blender KX 32 3de insert chops, blends, mixes, whips, kneads. madeto last a lifetime. Reliable androbust, easy Quality blenderwith glass container, resistant to tiu nr discs sl'ce'shrecl'cu Frenchfries. Special and safe to operate and clean. Combinablewith changesin temperature. ai lock system. Safe and easy to operate and manypractical attachments,makingit a really uni¬ versal helper in any kitchen. Meat mincer KGZ2 Powerfulandrobust. Size 5 disc. atures: Features: Variousperforation sizes are available. 1 JOW, continuousand pulsator setting, blade, 400 watts, 3-speedsetting plus additional pulsator trj c earrier with slicing andshreddingdiscs, French setting. Large, rotating mixingbowl, spatula, stain¬ SlicerShredder KS 33 l es cutter. Cord storage. UnbreakableThermoplast less steel kneading hook, special creameggwhite Slices andshredscoarseandfine. 3 discs. ! 3R beater and whisk, glass blender, slicershredder, 3 discs for 3 functions. Citrus press KMZ3 220-240 V or 120 V. Processesallkindsof citrus fruits. Fits onto KS 32KS33. ?J5Un Multipractic electronic 1 vario Braun Kitchen Machine Coffee and spice grinder MXK KM 321 ' 1, but with variable speedcontrol and special achmentsto whip egg white and cream. Sameas KM32 without glass blender and slicer shredder. Appendix III

Krups' food processor

65 KRUPS ROTARY

THE THO ROUGHBRED

IN KITCHEN

MACHINES KRUPS ROTARY. That is the name chosen for the beautifully designed KRUPS compact kitchen machine, fie powerful1 KRUPS ROTARY is superb in: Kneeding, beating, mashing, mixing, chopping, slicing, shredding, cutting, grating, whipping, cutting French fries etc.

Handyuniversalswitch, Oneadaptoronlyfor all attachments. Largetransparentworkingbowl. Inter-lock safety systemtoprevent speedspluspulsesetting for Easytostore. Withpouringlip. Easyto cleanunder injuries. Motorcanbe switchedon runningwater. onlywhenthelid is lockedproperly. yodels700and701. Variable e,ectronicspeedcontrolfor Capacity:Upto 1.5 kgs model702.

KRUPSROTARY500 KRUPS ROTARYELECTRONIC compactkitchenmachine.Universalswitchwith 2 speedsandpulsesetting. Similar to KRUPSROTARY500,but with variable electronic speedcontrolto select a with inter-lock safety system.Overloadprotectionwithcontrollamp.Cordstorage the appropriatespeedfor the foodto be processed. Apartment.Oneadaptoronly for all attachments.Transparentworkingbowlwith Art. 702 A°Uringlip. Pusherthat canbe usedas measuringbeaker, Colour:White ffchments:Universalblade, dough-wing,cream-whippingdisc,grating-, cutting-, KRUPS ROTARY400 Reddingdiscs,all threeto beusedfromeither side, for cuttingcoarseorfine, . ®nchfriescutting-disc,spatula,instructionmanual,recipebook. Thebasic compactkitchenmachine.Similar to KRUPSROTARY500,but without Z}. 701 Frenchfries disc, recipe bookandpictoarammeonhousing. 0|our:White. Art. 700 Colour:White Optionalextras: 1.Citrusjuicer, art. no. 710 2. Frenchfriesdisc(for art. 700)art. no. 070

hert Krups Stiftung Co. KG -P.O.B. 19 04 60 -D-5650 Solingen 19- Germany -Tel.: 3871 -Telex: 8 514817 -Cables: Krups Solingen k J mT8 I TLH

西 德 康 樂 牌

美 食 寶 多 功 能 攪 拌 機

西德康樂牌又一驕人貢献，一部功能多樣化的 美食寶攪拌機可爲你提高工作效率，增加下廚 樂趣；隨機附有不同類型拢拌刀，可作多種用途：

國 圓

功能： 功能 ： 功能： 功能： 切 及 碎 蔬 菓 , 搅 拌 麵 粉 ， 拢 拌 蛋 及 將 蔬 菓 切 絲 製 嬰 兒 食 物 , 製 造 糕 熙 奶 油 等 流 質 及 切 片 ， 搅 拌 菓 汁 ， 及 照 心 等 。 食物。 磨 碎 食 物 等 。 杏 仁 茶 等 。 美食寶攪拌機，淸洗容易。

經銷處： 松坂屋、大大、大丸、元光、靑年、 連卡佛、三越、瑞興、東急、 3-693191 永安、先施、中原、泰林、贵記。 Appendix IV

National's food processor

69 National i Blenders 攪 拌 機

MX-V1N MX-30GN MX-20GN MX-110PN Exclusive grinding blades for 5-speed control with PULSE. ONOFFPULSE. 2-in-1, Blender with glass mill smoothpaste. 1,400m£ heatcold 1,40(M CLEAR GLASS 1,400ml! CLEARGLASS and with uniquescraper. Built-in resistant CLEARGLASS container.Built-in circuit breaker. container.Built-in circuit breaker. circuit breaker. 1,000ml! plastic container. Circuit breaker. Cord Cord compartment. Cord comDartment. container. compartment. 設有五段速操控及暫停開關犁及容运 II5 集咖啡研磨器和特殊設計的刮刀於一 備有桎精細之碎磨刀片，可以將食物 1.40C毫升的透明玻璃容器。另外，前 1,401〕毫升的透明玻璃容器。另外，並 身的授拌機。內菝自動截斷電源裝置。 77 備有內藏自動截斷電源裝置及內藏電 備有內藏自動截斷電源裝置及內藏電 11.001毫升。 暫停開關犁及容量 1,400I 源線設計。 源線設計。 I 0 設計。

JuicerBlenders 7 Citrus Juicer

搾 橙 汁 機

MJ-A30N MJ-276N MJ-170CN MJ-50N 4-in-1. Juicerblendercitrus 2-in-1. Juicerblender. Large 2-in-1. Juicerblender. 2-speed Makes delicious fresh orange juicersoy bean milk processor. juice container. Speed cleaning control plus PULSE. 1,100mi! juice or lemonjuice in seconds. Unique PULP-POP-OUT sys¬ system. CLEAR GLASS container for 600ml! Juice container. Easycord tem for easy cleaning. hlfinrier. storage. 具雙重用途於一身的家庭電器：即可 具四重功能於一身的家庭電器；即可 作搾什菓汁及授拌用。大型容器可裝 II 可在粉秒間調型美呋新鮮的埒汁或坨 搾菓汁，攪拌，搾橙汁及調製豆漿。 載大运菓汁。易於淸洗之設計，只要 兩段速操控及暫停開關。授拌機具容 埔汁。 菹汁玆残玆達 nn 褰升。內 獨特的“渣滓排出”系統，可避免從過 數秒鍾就可將濾器內之渣滓淸洗乾淨。 运 1,100 毫升之透明玻璃容器。 蔵槽可簡單地將電源綵收藏起來，操 濾器及容器淸除渣滓之煩播。 作 簡 單 輕 巧 。 ， ，

Food Processor Hand Mixer Meat Grinder

萬 能 攪 切 機 打 蛋 機 碎 肉 機

MK-126N ONOFFPULSE. 6 blades for a variety of culinary tasks. Compactdesign for easy MK-G1NS storage. Food holder keeps MK-H100N 400W. 2 cutting plates. Detachable ingredients in the upright 3-speed control. Easy-to-eject hopperplate for easy cleaning. position. stainless steel beaters. 備有六塊刀片，可隨惫配用。本機設 簡單的單鈕操作。具有二氇刀片可分 計小巧易於收藏。食物葚稹在供料管 不銹鋼攪拌樺。三段速操控可供各棰 别用於切碎不同質地的肉塊。而且有 8 不同授拌之用。只要以姆指一按即可 摩碎功用的郜份可隨意取出，方便请 斷及暫停開關犁。 除下攪拌棒。 SPECIFICATIONS 規 格 electronic rice cookerwarmers 西 眠 電 子 保 溫 飯 煲 補色芯聖 ModelNo. 觀 Capacity(Cookedrice 5 Servings Keeowarn保5 Features ColourPatterr SR-A18UT 1.8 2, 10cups 1.;8 II 3—8persons 3—I Yes Conaeefunctior 煮粥功知 Pastelflower.PinkstriDe .1 SR-A18K1 1.8 2, 10CUDS U 3 II 3—8persons 3-1 IX Yes 12-hourpre-settimer112I Redflowe ITtt TP SR-A18K 1.8 2, 10cups U8 K 3—8persons 3~£ Yes BouquetflowerRose.Greenolair|.2 SR-A15K 1.52,8 cups 1.!5 I 2—6persons 2—( Yes 有 Bouauetflower.Rose.GreenDlanI 3 1155 SR-AtOK 1.0 2, 5.5 cups 1.13, 5.!5 2—4persons 2— Yes Bouauelflower.Rose.GreenDlair WULTI RICE COOKER. SLOW COOKEF 全 能 電 子 煲 ， 電 子 瓦 罈 Innerpot 內胆 ModelNo 型號 Heaterselectn‘8 Capacity3 MateriaI Ricecookei煮飯 Slowcooke‘燉煮 SR-40S 1.52, 8 cups1,E5 E！杆 4.0 2 4.(0 Enamelcoatedstee Yes；有 F-200E 3.3 2 3'5 Ceramif：陶洛 Yes 右 slenders 攪 拌 機 Blendercontainer 槲拌槐容器 Circuitbreaker ModelNo. 型號 涑度控帝 Colour 顏色 Speedcontrol Material Max.capacity 自觔挞斷盂湄奘济 WX-110PN 1 Plastic 麵 1.000m 1.0010 Yes 右 GreenAlmondwhite.Yellow 钱. 杏. 苦 MX-20GN 1 +PULSE( 暫停閒關】 CLEARGLASS 诱明玻坊 1,400m2 1.4010 Yes 有 Green.Almondwhite MX-30GN 5+ PULSE( 暫停開關) CLEARGLASS 透明玻琪 1,400m2 1.4010 Yes 右 Green.Almondwhite MX-V1N 1 4- PULSE( 暫停開關) CLEARGLASS 透明玻琪 1,400(1)2 1,401〕奄升 Yes Almondwhite

JUICER 'BLENDERS, CITRUS JUICER 7 Functions 功能 Speedcontrol Circuitbreaker Features ModelNo. 型號 JuiceExtractoi Blender CitrusJuicer Soybeanmilk processor 速度控制 3 攪拌 搾橙汗 調製豆漿 白針群断當涯奘溶 WJ-A30N 1+ PULSE Yes Yes 有 Yes 有 Yes Ypq 有 Interlocksafetvclamos3 JW-170CN 2+ PULSE(暂停開關: Yes Yes No 無 No 無 No 無 Speedclean 潢洗快枝 MJ-276N 2+ PULSE(暫停開關) Yes 有 Yes 有 No m No 無 No 铒 Speedclean MJ-50N Automatic 白動 No 無 No 無 Yes 有 No 無 No 無 Cordreamer fOOD PROCESSOR 萬 能 揋 切 機 附侏 ModelNo 型號 Speedcontrol 速度控制 AttachmentsAccessories Features WK-126N 1+ PULSE( 暫停開關) 6 Blades,Spatula,Attachmentcasket f丨塊刀片. 刮链. 附件雜， Safetvdevice

Hand mixer 打 蛋 機 -ModelNo. 型號 Speedcontrol 速度控制 Features 特翔 Colour 闻色 MK-H100N 3 Handvejector 輕便排蓰器 Green,Almondwhite,Yellow 本 荃

Meat GRINDER 砗 肉 機 ModelNo 型號 Speedcontrol 涑庶渖制 AttachmentAccessory 附件 Feature MK-G1NS 1 2 cuttingplates 兩塊刀片 Safetvlonghopperneck iLECTRIC OVENS. SNACK TOASTER 電 侷 爐 ， 快 餐 多 士 烘 爐 ModelNo. 型號 Temperaturecontrol 溫度控制 Timer 時間犁 Indicatorlamp 指示惶 Heaterselector NB-.7500E 10CTC—250C 60-minute 60 18 Yes 有 UPPER. LOWER.UPPER-LOWER 上铭. 下格. 卜知下 Jo6302E 100'C—250'C 60-minute 60 II Yes 有 UPPER. LOWER.UPPER-LOWER 十格. 下铱. 卜知下 ?®6012E 15-minute 15 II No 無

H-Ectric THERMO POTS, ELECTRIC KETTLES 電 熱 水 瓶 ， 電 水 煲 .ModelNo. 型號 Capacity 3 Indicatorlamp 指示悟 Keepwarm011129ColourPattern 7 NC-Q240E 2,400m2 2.40C》毫升 YesfFULLBOIL,BoilKeep(7) Yes 有 Pastelflower 54 JC-731E 3,000m2 3.00CI Yes(BoilKeepwarm) 有(保溫】 Yes 有 Pastelflower C-701F 2,200m2 2,200摩升 Yes(BoilKeepwarm) 有(保溫》 Yes Bouquetflower.Pinkstripe 百合花丨彩綍紅 SK14 3,400m2 3,400嚷升 No 無 No 無 AlumiteCoatedAluminumBodv SK-4J 4,400m2 4.40CI No 無 No 無 AlumiteCoatedAluminumBodv 18 kyFFEEMAKER 咖 啡 蒸 餾 機 Accessories ModelNo. 型號 Capacity 容毋 Indicatorlamp 播示设 请洗刷、漶紙 有 Cleaningbrush,Paperfiiter(5 pes) nC-575E 650m2(5cup) 6501 (5 杯) Yes Measuringspoon 8

InAVEL POT 旅 行 電 煲 任：囚 ModelNo 型號 Capacity 8 Indicatorlamp 指示燈 Keep warm 皿 Accessories Plugadaptors(B2C2) 插座 nC-Biop 350m2 Yes 有 No 無 350 Clothcarrvinqcase 鈐布耷金

National

Matsushita Electric NationalandPanasonicarethebrandnamesofMatsjshitaElectric Soecification;aresubjecttochanoewithoutnoticeforfurtheAimorovement. KaD86-SH009EC PrintedinJaoan Appendix V

Questionnaire

73 Strictly Confidential

Survey Questionnaire

We are MBA students of the Chinese University of Hong Kong and are now doing a research on the food processor market in Hong Kong. Your responses are strictly anonymous. Please complete this questionnaire as fully as possible by putting a tick in the appropriate box. There are no right or wrong answers. We just want your honest opinions: favourable or unfavourable, it doesn't matter. This is just a way that busienssman tries to

understand people's need so that they can make better products. Thank you very much.

Q1 to Q7 refer to the one who cooks most often in your family. Please give one answer unless otherwise stated.

01. Nis/hPr Sex 1[]Male 2[]Female.

Q2. His/her age

Q3. His/her educational level: 1[] No education/kindergarden. 2[] Primary. 3[] Lower secondary (form 3). 4[] Upper secondary (form 5). 5[] Matriculation. 6[] Tertiary education- non-degree courses. 7[] Tertiary education- degree courses. 8[] Others. Please specify.

Q4. His/her occupation: 1[] Housewife only. 2[] Professional, technical and related workers. 3[] Clerical and related workers. 4[] Sales workers. 5[] Service workers. 6[] Production and related'workers, transport equipment operators and labourers. 7[] Others. Please specify

Q5. What newspapers does he or she read? 1[] Oriental Daily News. 2[] Ming Pao. 3[] Shing Pao. 4[] Does not read any newspapers. 5[] Others. Please specify

74 Q6. Take for a typical breakfast, how much time is used in cutting, mincing and similar ways of preparing food before it is

finally cooked? Breakfast: 1[] 5 minutes or less. 2[] 6-10 minutes. 3[] 11-15 minutes. 4[] 16-20 minutes. 5[] 21-25 minutes. 6[] 26 minutes or more.

Q7. Take for a typical lunch, how much time is used in cutting, mincing and similar ways of preparing food before it is finally

cooked? 1[] 5 minutes or less. 2[] 6-10 minutes. 3[] 11-15 minutes. 4[] 16-20 minutes. 5[] 21-25 minutes. 6[] 26 minutes or more.

Q8. Take for a typical dinner, how much time is used in cuttin mincing and similar ways of preparing food before it is final

cooked? 1[] 5 minutes or less. 2[] 6-10 minutes. 3[] 11-15 minutes. 4[] 16-20 minutes. 5[] 21-25 minutes. 6[] 26 minutes or more.

Q9. How long does it take to cook a typical breakfast? 1[] 15 minutes or less. 2[] 16-30 minutes. 3[] 31-45 minutes. 4[] 46-60 minutes. 5[] More than one hour, less than 1.25 hours. 6[] More than 1.25 hours.

Q10. How long does it take to cook a typical lunch? 1[] 15 minutes or less. 2[] 16-30 minutes. 3[] 31-45 minutes. 4[] 46-60 minutes. 5[] More than one hour, less than 1.25 hours. 6[] More than 1.25 hours.

Q11. How long does it take to cook a typical dinner? 1[] 15 minutes or less. 2[] 16-30 minutes. 3[] 31-45 minutes. 4[] 46-60 minutes. 5[] More than one hour, less than 1.25 hours. 6[] More than 1.25 hours.

75 Q12. In your family, who suggest buying or replacing a small electrical appliance such as iron, fan, rice cooker? 1[ ] No specific person. Please continue with question 19.

2[ ] Head. 3[ ] Spouse. 4 1 Others. Please specify

Q13. Is the one who suggests buying or replacing a small electrical appliance the same as the one who cooks? 1[] Yes. Please continue with question 19.

2[] No.

Q14 to Q18 are questions addressed to the one who suggests buying the small electrical appliance.

Q14. His/Her sex 1[ 1 Male 2[ ]Female

Q15. His/Her age:

Q16. His/Her Educational level? 1[] No education/kindergarden. 2[] Primary. 3[] Lower secondary (form 3). 4[] Upper secondary (form 5).

5[] Matriculation. 6[] Tertiary education- non-degree courses 7[] Tertiary education- degree courses. R f 1t.hrnrs. P1 ea_se snecifv.

Q17. His/Her occupation? 1[] Housewife only. 2[] Professional, technical and related workers. 3[] Clerical and related workers. 4[] Sales workers. 5[] Service workers. 6[] Production and related workers, transport equipment operators

and labourers. 7[] Others. Please specify

Q18. What newspaper does he or she read? (Please tick more than one if necessary). 1[] Oriental Daily News. 2[] Ming Pao. 3[] Shing Pao. 4[] Others. Please specify

Q19. What magazines do you or family members read? (Please tick more than one if necessary). 1[] Ming Pao weekly magazine. 2[] TV weeks. 3[] Others. Please specify

76 Q20. Who usually pays for an electrical appliance?

1[] No specific person. 2[] Head. 3[] Spouse. 4[] Other members in the family.

Q21A. How often every week do your family go out to have breakfast times.

Q21B. How often every week do your family go out to have lunch? times.

Q21C. How often every week do your family go out to have dinner? times.

Q22. In your last dinner at home, do you have chopped meat or M4 rnora f'i c.V1 9

1[ ]Yes. 2[ ]No.

Q23. In your last dinner at home, did you have any fruit and vegetables that you had to cut up into slices or smaller pieces?

1[ ]Yes. 2[ ]No.

Q24. Do you make salad at home?

1[ ]Yes. 2[ ]No. Then, if you now have a food processor, will you make salad at home? 1[ ]Yes. 2[ ]No.

Q25. Suppose you are going to buy a small electrical appliance which costs you $1000-2000, what sort of things would you be likely to do? (Please tick more than 1 box if necessary). 1[] Go to retailers to have a look. 2[] Read advertisements in magazines. 3[] Read advertisements in newspapers. 4[] Watch advertisements on television. 5[] Ask opinions of friends. 6[] Don't know. 7[] Others. Please specify

Q26. Then under what situations will you buy? 1[] Price discount. 2[] After watching product demonstration and like the product. 3[] Pass by retailers and like a product. 4[] Others, please specify

77 Q27. Where do your family members look forcheck out electrical appliances? (Please tick more than one if necessary) 1 Fortress. 2 Gilman.

3 Japanese department stores. 4 Wing On department stores. 5 Sincere department stores. 6 Tai Lun electrical appliances stores. 7 China Product company. 8 Small stores which sell electrial appliances. 9 Others. Please specify

Q28. Please rate the importance of the following factors in considering a small electrical appliance. (1-not very important, 5-extremely important). You can choose any number from 1 to 5.

New style 2 3 4 5 Has many functions 1 2 3 4 5 Well known brand 2 3 4 5 Durable 1 2 3 4 5 Cheap 2 3 4 6 Easily available 1 2 3 4 5 Has warranty 2 3 4 5 Has maintenance service 1 2 3 4 5

Q29. When choosing among brands, which factors are more important in influencing your decision? (1-not very important, 5-extremely important). You can choose any number from 1 to 5.

Friends recommend 1 2 3 4 5 Salepersons recommend 1 2 3 4 5 Price is reasonable 1 2 3 4 5 Previous experience with the brand 1 2 3 4 5 Availability of the brand at retailers 1 2 3 4 5

Q30. Please give a brand of small electrical appliance which is used in your family:

Q31. Have you heard of the brand Electrolux. 1 No.

2 Yes. What are your opinions about Electrolux's product? Durable 1 [Yes, 2 No. 3 No idea. High qualify 1 i Yes, 2 No. 3 No idea. Now, we are asking about one particular kind of small appliance, a food processor. It is a machine for cutting, grinding and similar ways of preparing food.

Q32. In the following brands of food processors, which one hav( you heard of? 1[] Braun. 2[] Krups. 3[] National. 4[] Toshiba. 5[] Philips. 6[] Sanyo. 7[] Moullinex. 8[] Others. Please specify 9[] None of the above.

Q33. Do you have a food processor? 1[] Yes. 2[] No. because: (Please tick more than one if necessary). 1[] No such need. 2[] Have not think of. 3[) Too expensive. 4[] Have not found an ideal one. 5[] Do not know how to use. 6[] Others. Please specify Please continue with question 39.

Q34..What are the functions of your food processor? (Please tick more than one if necessary). 1[] Liquidizing. 2[] Juice extraction. 3[] Cutting slices/chips. 4[] Grinding meat. 5[] Mixing egg white. 6[] Mixing flour. 7[] Others. Please specify

Q35. In last month, your family has used the food-processor: t1 u-i time. 2[] 2-3 times. 3[] 4-5' times. 4[] 6-7 times. 5[] 8 times or more.

Q36. In summer, will your family use the food-processor more or less often? 1[] More. 2[] Less. 3[] Same.

79 Q37. The food-processor is used for preparing: (Please tick more than one if necessary). 1 baby's food, 2 old people's food, 3 party's food, 4 dessert. 5 ordinary dinner for the whole family. 6 Others. Please specify

Q38. What is the brand? 1 Braun.

2 Krups. 3 National. 4 Toshiba. 5 Philips. 6 Sanyo. 7 Moullinex. 8 Others. Please specify

Q39. A food processor can do many things, How important is it to you that it does each of the following? (1-not very important, 5-extremely important) You can choose any number from 1 to 5.

Liauidizing 2 3 4 5 Grinding meat 1 2 3 4 5 Mixing egg white 2 3 4 5 Mixing flour 2 3 4 5 Cutting sliceschips 2 3 4 5

Q40. Please rate the importance of the following factors for a food processor (1-not very important, 5-extremely important). You can choose any number from 1 to 5.

Easy to clean 2 3 4 5 Has many functions 1 2 3 4 5 Has safety feature 1 2 3 4 5 (for examole. motor will stop automatically if it is too hot) Has many speed adjustments 2 3 4 5 Durable 2 3 4 5 Silent in operation 2 3 4 5 Little vibration in operation 1 2 3 4 5 Has adequate volume 1 2 3 4 5 Easy to install 1 2 3 4 5 Easy to carry 1 2 3 4 5 Space saving 2 3 4 5 Figure 1. The food processor.

Figure 2.

The wall.

Figure 3. Back of the

food processor. Q41. As you can see from figures 1 to 3, the particular food processor has to be attached to the wall. Four holes have to drilled on the wall. Some people said that this feature is an advantage. Some said the feature is a disadvantage. What are your opinions ?(Please tick more than one if necessary). II Difficult to install. 2| Convenient to use the food-processor. 31 Space saving. 41 Difficult to move. 51 Others. Please specify

Q42. Thinking about ideas you would ideally like a food processor would do, how much you are willing to buy for a food processor. Will Not May not May Will Buy Buy Buy Buy $1000 1 2 3 4 $1400 1 2 3 4 $1800 1 2 3 4 $2200 1 2 3 4

Q43. If you are thinking to buy a gift, costing $1000-1500, how likely you would buy the food processor as a gift? 1 Yes.

2 May be. 3 No.

Q44. If you have received discount coupons after buying a small electrical appliance, will you give these coupons to other people? (By using these coupons, one can buy another food processor at a lower price). 1 Yes.

2 May be. 3 No.

Q45. How many persons are there in your family?

Q46. How many earners are there in your family?

Q47. What is your total family monthly household income?$ Q48. Suppose it is possible to think of a food processor. Assuming there are 5 models ,which one under these five models you are mostly likely to buy?

orange juice extractor, $150-25C

grating, liquifying, grinding, blending, $300-350

I grating, liquifying, grinding residual filter juice collector, $500-660

I slice, shred, mince, chop, knead, blend, grate, grind, with blades, mixing bowl accessories, 3 speeds adjustment, $800-1000

slice, shred, mince, chop, knead, blend, grate, grind, beat, with blades, mixing bowl, liquidizer, machine mounted on the wall, continuous speed adjustment, $1200-1500 Q49. If there is a food processor which is attached to the wall (figures 1 to 3) and has the following functions (figures 4 to 20 in the following pages). For the following prices, what would you be likely to do?

Will Not May not May Will Buy Buy Buy Buy $1000 1 2 2 4 $1400 1 2 3 4 $1800 1 2 3 4 $2200 1 2 3 4

END OF QUESTIONNAIRE

THANK YOU VERY MUCH Fiqure 4- 6. Mixing egg white.

Figure 4.

Figure 5. Figure 6. Figure 7- 8. Mixing flour.

Figure 7.

Figure 9. Figure 8. Figure 10- 13.

Install cutting slices/ chips

blades.

Figure 10

Figure 11.

Figure 12 Figure 13.

Figure 14. Cutting slices/ chips. Figure 15.

Figure 16.

Figure 15- 16. Blades and the food cut. Figure 17.

Figure 18.

Figure 17- 18.. Liquidizing. Figure 19.

Figure 20.

Figure 19- 20 Meat Mincing. Appendix VI

Chinese Version of questionnaire

92 工商管理學院碩士課程： TEL.0-6952783 MBA Programmes Faculty of Business Administration

學 生 專 題 研 究 用 籤 Student Research Prjoects

絕 對 保 密

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我們是中文大學工商管理碩士課程的學生，現正調查攪拌機在香港

的市場，你不需在問卷寫下你的姓名，請在適當的 上加上

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(.2o) BIBLIOGRAPHY

Books

Donald R. Lehmann. Market Research and Analysis Richard D. Irwin, Inc. Second Edition, 1985.

Periodicals

Food Processors: Avoid the very smallest models by Judith Haines. Canadian Consumer. February 1986. Page 15-19.

What Food Mixers Can Do Consumer 237. April 1986. Page 67-71.

Electric Stirrers: you can get along with your blender and protable mixer instead by Mary Blickstead. Canadian Consumer. January 1986. Page 20-22.

Electrolux Annual Report- 1986.

Food Processors. Choice Magazine. August 1981. Page 3-7.

Losing the Cutting Edge by E. Pomice. Forbes. October 1986. 138:162.

Food Processors See Market Shift. Chain Store Age General Merchandise Trends.

May 1986. 62:63.

Beating Up the Big Boys by

T. Davis. Marketing Media Decision. Winter 1986. 21:29.

Expanding the U.S. Share of High-value Agricultural Exports by P.M. O'Brien and K.L. Lipton. National Food Review. Summer 1985. 30:9-13.

Food Processors Stir at Discounters. Chain Store Age General Merchandising Trends. January 1986. 62:62.

Smaller Food Processors Widen the Market by

D.. Miller. Merchandising. March 1985.111 10:31. "Vendors' new products compete with Oskar and Handy Mixer. Merchandising. December 1985. 10:48.

Electrical Kitchen Appliance- Regional makers stress new designs and record good sales growth. Gift Home Products. August 1983. Page 88-112.

Makers Follow Their Success Trail With Wider Product Range. Gift Home Products. February 1985. Page 10-30.

Interview

Mr. Pun.Kai Chung, Victor. Assistant Marketing Manager, Electrolux (Far East Limited). Interview, 6 October 1988 and 3 December 1988.

112