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FYP

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charlotte ma

on 27 November 2012

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Transcript of FYP

OBJECTIVE 2:
To enhance customers' shopping experience in On Ting/Yau Oi Shopping Centres 4 = Most important
1 = Most unimportant - Renovate Washrooms
- Assign staffs to clean it more frequently
- To improve customer experience
by providing more hygienic
washrooms Promotion Recommendations Research Objective and
Methodology The Product City University of Hong Kong To increase the number and quality of promotional activities. Strategy 3 Research Objectives Recommendation Objectives Strategies:
1. To recommend a compact trade mix to On Ting
/Yau Oi Shopping Centres
2. To enhance customers' shopping experience in
On Ting / Yau Oi Shopping Centres
3. To increase the number and quality of
promotional activities Profile of Current Customers Targeting Research Findings and Analysis Quantitative Research -
Questionnaire Date: November 8th, 2012
Time: 20:00 - 21:30
Venue: CityU
No. of Participants: 8 Details Research Objectives Agenda Focus Group 4. Festival Event Final Year Project – Team 3 email: cityu.fypteam3@gmail.com 1. Research Objective and Methodology 2. Research Findings and Analysis 3. Recommendations Q & A Session Respondents' Profile - E1. Gender Respondents' Profile - ci. Age n = 402 n = 219 n = 219 n=402 n=219 n= 402 n = 219 Drives to Go to Shopping Mall Frequency of Going to Shopping Mall (per week) n=402 n = 402 D4. When will you visit On Ting/Yau Oi
Shopping Centre? 1. To study Tuen Mun residents' general shopping
behavior

2. To investigate their selection criteria of choosing
a mall

3. To study the customers' satisfaction and
expectation levels towards On Ting / Yau Oi
Shopping Centres

4. To analyze the competitiveness of the major
malls in Tuen Mun 1. TMT Plaza
(322 Respondents) Most Popular Shopping Mall in Tuen Mun (C1) 2. Trend Plaza
(264 Respondents) 3. K- Point
(166 Respondents) Reasons for the Choices 1. To study Tuen
Mun residents'
general shopping
behavior Impressions Towards On Ting / Yau Oi Shopping Centres (D10) 2. To investigate their
selection criteria of
choosing a mall Research Methodology Total: 402 Samples Location & Date Target Respondents 1. Customers who have visited On
Ting/Yau Oi Shopping Centres in
the past three months

2. Customers who have not visited
On Ting/Yau Oi Shopping
Centres but live in Tuen Mun - Behavioral Segmentation
- People who usually dine out Re-positioning To establish
"Homely Kitchen" image Qualitative Research -
Focus Group Target Participants 1. Housewives
2. Young Families
3. University Students
4. Working Groups
5. Families With Cars 2. Equip with a Wide Spectrum
of Daily Necessities Composition of Participants 1. Loyalty Program
- Rationale behind:
- B3: The most common promotional
activities are:
1. Lucky Draw
2. Bargain Mart
3. Sales Discount
4. Gift Redemption
- All in one promotional program Scope of Study Compact Shopping Centre Final Year Consultancy Program –
The Link REIT Department of Marketing n = 257 n = 257 Categories of Shops that Customers Visit Most Frequently (A7, C5, C6) Most Important Criteria of Choosing Shopping Mall (B1) 3. To study the customers'
satisfaction and expectation
levels towards On Ting / Yau Oi
Shopping Centres Satisfaction Level towards On Ting / Yau Oi Shopping Centres (D7) 4. To analyze the
competitiveness of
the major malls in
Tuen Mun n = 402 Respondents' Profile - E6. Family Monthly Income Respondents' Profile - E7. Personal Monthly Income Respondents' Profile - cii. Occupation STRATEGY 1:
To design a compact trade mix to On Ting/Yau Oi Shopping Centres. Justification: Major Needs
of Tuen Mun Residents 1. To Develop as Dining Hub - "The largest and most modern complex
of home furnishing in Hong Kong"
- Talking point is initiated
- Increased traffic by 25%
- Increased business volume by 40% Research Background - Secondary Research A1. General Shopping Mall C2. Shopping Malls in Tuen Mun D2. On Ting/Yau Oi
Shopping Centre n = 257 n = 399 n = 401 n = 257 n = 402 A2. General
Shopping Malls C3. Shopping Malls
in Tuen Mun D3. On Ting/Yau Oi
Shopping Centres D2. On Ting/Yau Oi
Shopping Centre n = 257 - Ensure Stable Traffic
- Need to restock daily
necessities regularly Shops to Be Included Examples:
- Jusco Living Plaza
- 759 Snacks Store STRATEGY 2:
To enhance customers' shopping experience in On Ting/Yau Oi Shopping Centres - Introduce a self-serving machine
- Steps to follow:
1. Select their desirable restaurant
2. Type in their cell phone numbers
3. An approximate waiting time will be displayed
4. Customers will be notified by a call when the table
is ready
- Ease the table queuing procedure of the tenants
- Help to save customers' time for shopping 1=Most Dissatisfied
4=Most Satisfied Better shops categorization
- Dining Zone
- sub-categorized by styles
- i.e. Japanese, Chinese...etc. - Lack of private place for breast feeding
- Attractive to young families who just have their newborns 1. Love Love Card - Freely distributed in the first month
- Purchase for $200 weekly for card
application in the following months

**1 Stamp for every $100 purchase
**5 Stamps for gift redemption
(e.g. Soy sauce, Tissues, VitaSoy) Rationale Behind:
- Majority shoppers:
Housewives
- Focus group result:
1. Improvement needed in wet market
2. Most housewives travel to On Ting
Yau Oi Shopping Centre after
shopping in wet market
- To attract housewives to the wet market
- Conduct by famous cook at 3-4pm on
weekdays once a week
- Transparent cooking studio to attract traffic
- Exclusively for Warm Love Love Card holders
- Distribute recipes freely to participants Driven from focus group:
Customers are price sensitive

Rationale Behind:
- Understand the need of housewives
- Promote On Ting/Yau Oi tenants Content:
a. Cooking recipes
b. Tenant promotion
c. Coupons
d. Timetable of cooking demonstration Rationale Behind:
- To let our customers to share the festival
joy esp. the nuclear family
- Show caring and customer-oriented attitude

1. Bargain Mart
- e.g. Christmas ornaments
2. Festival Décor
- to enhance the seasonal atmospheres
3. Festival related Events
- to draw more crowd
- e.g. Halloween Fashion Show
- e.g. Christmas parking lot event Questionnaire Focus Group Findings
&
Analysis Questionnaire Shopping and Dining are the main priorities. They visited On Ting/Yau Oi shopping Centres comparatively less than malls outside/within Tuen Mun. Peak Hours in Weekdays: 12:00-18:00

Peak Hours in Weekends: 12:00-18:00 - People go to On Ting/Yau Oi to dine and
shop at Supermarkets and Convenient
Stores
- They rarely go to On Ting/Yau Oi to shop for clothes Trade Mix Variety and Number of the stores are the major strengths of On Ting/Yau Oi Shopping Centres' competitors It can fulfill daily needs and the price level is reasonable. Most customers are not satisfied with the sanitary condition of the washroom. Shopping
Experience Facilities & Hygiene Interesting
Insights 3. Cooking Mama Magazine 5. Parking Discount 4 = Most important
1 = Most unimportant Demographic
Information Age Distribution Economic Activity Status Monthly Income Population Prediction from 2009 to 2019 in Tuen Mun Increase in Monthly Income 4 = Most important
1 = Most unimportant n = 402 n = 257 n = 402 n = 257 n = 402 Who is/are your most frequent companion to shopping malls? (A3) n = 402 4 = Most important
1 = Most unimportant n = 402 Most Important Criteria of Choosing Shopping Mall (B1) Most Important Criteria of Choosing Shopping Mall (B1) n = 402 127 131 22 58 62 Keeping a competitive price level is the most effective catalyst to attract customers. A hygienic shopping mall located in the transportation node can attract the greatest number of customers. If keeping the quality and the price constant, which kind of store will you prefer? (A8) n = 360 The professionalism and attitude of the Customer Service Personnel at the Concierge are important in customers' eyes. Promotional activities can act as supporting factors to draw customers. Customers would like to purchase all the goods they want in one place. n = 402 Holding a wide spectrum of promotional activities is not a primary force to attract more crowd. Problem:
Do people who prefer chain stores have a different spending on shopping from those who do not?

Test: Independent Samples T-test

Questions: A8, A10_a Under Levene’s Test, p-value = 0.000<0.05 Unequal Variance
T-statistic under “equal variances not assumed” = 5.922
In association with 5.922, p-value < 0.05 Ho is rejected.

Therefore, people choosing chain stores have different weekly expenditure on shopping from those who are not.

Judging by the difference in sample means, people choosing chain stores spend more on shopping on weekly basis. n= 402, 257 Considerable amount of customers stay at On Ting/Yau Oi for less than 1 hour. Problem:
Do People who prefer chained stores have a different spending on dining from those who do not?

Test: Independent Samples T-test

Questions: A8, A10_b Under Levene’s Test, p-value = 0.029<0.05 Unequal Variance
T-statistic under “equal variances not assumed” = 2.623
In association with 2.623, p-value = 0.009< 0.05 Ho is rejected.

Therefore, people choosing chain stores have different weekly expenditure on dining from those who are not.

Judging by the difference in sample means, people choosing chain stores spend more on dining on weekly basis. Chain stores are more preferable. n = 402 Restaurants to Be Included Most Important Criteria of Choosing Shopping Mall (B1) - Establish a dinning hub
- Equip with a wide spectrum
of daily necessities Building up a compact trade mix for On Ting/Yau Oi is the sole way out. Competitive Analysis (Questionnaire)
- Top 3 shopping malls, e.g. TMT Plaza
- Mega size
- Comprehensive trade mix - Enjoy first mover advantage Successful Story:
Sha Tin Home Square First dining hub in Tuen Mun A competitive edge will be built Targeted promotion can be launched 1. City University of Hong Kong (2010). Youth as Consumers. Retrieved from cityu.edu.hk.
2. Sun Hung Kai Properties (2011). Home Square, the largest and most modern complex of home furnishing in Hong Kong. Retrieved
October 1st, 2012, from
http://www.homesquare.com.hk
3. South China Morning Post (Hong Kong) (2003). Grocery shoppers go bargain hunting but end up spending more Consumers are displaying `classic recessionary behaviour', according to researchers. Retrieved from ProQuest News and Newspaper.
4. South China Morning Post (Hong Kong) (2009). Shoppers drive change Concrete Analysis. Retrieved from ProQuest News and Newspaper.
5. HEC Montreal (Canada) (2004). Creating business enterprise value with mall atmospherics: Impact of ambient odors on mall shoppers' emotions, cognition and spending. Retrieved from ProQuest Dissertations & Theses A&I: Business.
6. A. Aaker, V. Kumar, George S. Day and Robert Leone, (2009), Marketing Research, Wiley - Ian Brace, (2008), Questionnaire Design: 1. Set up a Centralized Queuing System 2. Establish Nursery Room What to include:
- Sink
- Hot Water Tap
- Free Diaper
- Surgical Sterilizer Dispenser
- Padded Table 2. Cooking Studio Activities Live Demonstration of Cooking Class Q & A Session Published in bi-weekly basis References New Customers 7. University of North Texas (2002). Effects of hedonic and utilitarian shopping satisfaction on mall consumption. Retrieved from ProQuest Dissertations & Theses A&I: Business.
8. Asia Intelligence Wire from FT Information (2003). Shopping in Hong Kong. Retrieved from ProQuest Asian Business & Reference.
9. The Wall Street Journal Asia [Hong Kong](2011). Life & Style --- Scene Asia: In Hong Kong, a Mall for Men. Retrieved from ProQuest Asian Business & Reference.
10. Patricia Huddleston and Stella Minahan, (2011)
11. Consumer Behavior: Women and Shopping, Business Expert Press, Laurent Sausset (2011) 12. Shopping Behavior in Asia: What Retailers Need to Know for Success in the Far East, Paramount Market Publishing, Inc- Charles Dennis , (2005),
13. Objects of Desire: Consumer Behaviour in Shopping Centre Choices, Palgrave Macmillan- Wayne D. Hoyer, Deborah J. MacInnis and Rik Pieters, (2012)
14. Consumer Behavior, South-Western College Pub
15. How to Plan, Structure and Write Survey Material for Effective Market Research (Market Research in Practice), Kogan Page
16. Yeal Xie, (2011), Shopping Malls, Design Media Publishing Ltd B2. Have you ever visited a mall
because of the promotional
activities it held? 4 = Most important
1 = Most unimportant

n = 402 4 = Most agree
1 = Most disagree 3. Improve Washroom Hygienic Condition Implementation: Implementation: To retain current customers and attract potential customers of On Ting / Yau Oi Shopping Centres - Increase traffic by 25%
- Increase business volume by 30% 4. Promotion Age (Tuen Mun) Age (On Ting/Yau Oi) 1. To study Tuen Mun residents' general
shopping behavior

2. To investigate their selection criteria of
choosing a mall

3. To study the customers' satisfaction and
expectation levels towards On Ting / Yau Oi
Shopping Centres

4. To analyze the competitiveness of the major
malls in Tuen Mun Research Objectives
Full transcript