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Huella Online Travel: Gaining Market Insight into Hong Kong Consumers
內容大綱
In April 2007, Huella Online Travel Ltd, a Malaysian-based online travel portal targeting Asia, including Greater China, announced its results for the financial year 2006. Its market share for Hong Kong had been hovering just under 5% since the launch of its local site in 2000 and was performing worse in this than in other markets. A qualitative market research study conducted earlier had revealed that low awareness of the Huella brand and the general risk-averseness of Hong Kong consumers towards online travel purchases appeared to be the key reasons behind this. These findings were also echoed by market intelligence and industry reports, both of which suggested that online travel had not picked up in Hong Kong, despite the city's high internet usage penetration rate and the techno-savvy nature of its population, especially that of young people. Indeed, Hong Kong's adoption rate for online flight purchases was among the lowest in the world. In order to confirm previous findings and to test their representativeness, Huella decided to conduct a quantitative study. The company's goals were to devise a viable marketing strategy to ease Hong Kong consumers' concerns towards online travel purchases and ultimately to increase its market share in the city. This case illustrates the types of information needed by a company for its specific marketing objectives and examines how different types of market research can help it attain its goals.