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Effects of Environmental Factors on the Purchasing Behavior of Customers in the High End Shopping Malls of Karachi (Exploratory Study).
Prepared by: Hafiz Muhammad Hussain Kaukab Taha Shoaib Younus
o Introductiono Literature Reviewo Research Methodologyo Samplingo Data Analysiso Findingso Conclusionso Referenceso Future Avenues of Research
Flow of Presentation
Impact of service environment on customers (Kotler, 1973). Effects of music on consumer behavior in shopping malls of
Karachi (Morier, 2005). Effects of fragrance on the purchasing behavior of customers
of Karachi (Wajida et al, 2004). Uncover the consumer perception regarding the shopping
environment in the shopping malls of Karachi
Background
To find out the effect of environmental factors on purchasing behavior of customers in he high end malls shopping malls of Karachi. Shopping malls are:
Dolmen Mall (Tariq Road) Forum (Clifton) Park Tower (Clifton) Millennium Mall (Gulistan e Johar)
Problem Statement
The objective of the research find out that which factors effects the behavior of customers in the high end shopping malls of Karachi. The factors included:
Fragrance Music Services Facilities
Research Objectives
The research has been defined on the basis of Asim Ali and Saf Hasnu 2008.
Short term Qualitative research.
Research Methodology
Venue Average foot hold on Saturday
Average foot hold b/w 2-4 pm
% of Responses Taken as Sample
Source Designation
Sample Size
Forum 12-13K 1000 5% Kashif S. Butt
Asst. Manager Marketing & Sales
50
Park Towers
12-13K 1000 5% M. Pervez Marketing Executive
50
Dolmen Mall
18-20K 1200 4% Jabir Hussain
Leasing Head
50
Millennium Mall
8-10K 800 6% Sentinals Security
Security Incharge
50
Population
Sampling Frame: The sample that represents the population of this study was taken
from Dolmen Mall (Tariq Road), Forum, Clifton, Park Tower and Millennium
50 people from each mall on Saturday during 2pm to 4pm Sampling Technique: Non Probability Convenience Based Sampling Sampling Size: 200 people were taken as sample size but only 167 people responded.
Response rate is 83.5%
Sampling
• Primary Data: Designed a questionnaire and conducted interviews from:o People after coming from shopping mallso Includes both male and female specially people aged between 17 years to
29 years
Data Collection Method
Secondary Data:oArticles, journals related to Shopping malls and consumer behaviors.oWebsites includes Scribd, Doaj, Jiad, SSRVI, Repec, J store.oDifferent Research Engines
Qualitative in Nature
Statistical tools percentile and graphical forms are used
Data Analysis Technique
Shopping Mall Attractiveness (Adly 2007). Preference of shopping in Shopping Malls rather than
e-shopping (Madichie, Blythe 2011). Retail market environment impact on consumers
(Ruoh, Eckman 2009). Malaysian students were motivated to visit malls
primarily by the interior design of the mall, opportunities for socializing and convenient one stop shopping (Ghingold, Dahari 2007).
Literature Review
Atmosphere of the service environment is an essential part of the point of purchase (Kotler 1973).
The decision making styles and behavior of consumer relates with the shopping mall environment. (Wesley 2005).
In retail locations consumers will be effected by addition of music in the environment (Turley & Milliman 2000).
Genders may have differentiating factors in enjoying individual shopping (Wake Field & Baker 1998)
Literature Review (cont.)
Utilitarian Value:
This means that the consumer buys the product deeply and by searching and it would be effective. It is related to data gathering in comparison to enjoy oriented behavior.
Hedonic Value:
Hedonic value is completely about entertainment and enjoyment. Hedonic value is related to shopping’s emotional enjoy and value. It deals with the emotional feelings of enjoyment and entertainment.
Explanation of Theoretical Model
Demographic Profile
53%47%
Gender
MaleFemale
22%
32%28%
11%7%
Age Groups
14-1920-2324-2829-3233 & Above
Data Analysis
Yes No0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00% 84.43%
15.57%
Effect of Environmental Fators
Series 1
84.43% people responded that the environment of shopping mall has effected the purchasing behavior.
Disap-pointed
Poor Normal Satisfied Excellent0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
4.79%
20.96%
38.32%
22.75%
13.17%
Service Level of Sales Person
Series 1
38.32% people responded that service level of sales person is normal and only 4.79% people are disappointed by the services of
sales person of the mall.
32.93% people responded that service level of mall management is satisfied and only 4.19% people are disappointed.
Disappointed Poor Normal Satisfied Excellent0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
4.19%
17.96%
29.94%32.93%
14.97%
Service Level of Mall Management
Series 1
34.73% of people are agreed that fragrance effects the behavior of
consumer and only 8.98% are disagreed with this.
Strongly Disagree
Disagree Not Sure Agreed Strongly Agreed
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
10.78%8.98%
22.16% 23.35%
34.73%
Fragrance Effect
Series 1
28.74% people are strongly agreed about the effect of music on consumer and 25.75% people of sample are not sure and
same 25.75% agreed about its effect.
Strongly Disagree
Disagree Not Sure Agreed Strongly Agreed
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
9.58% 10.18%
25.75% 25.75%28.74%
Music Inspiration
Series 1
Other Factors
Play Area Food Court Prayer Area Sanitary Place
1.00%
11.00%
21.00%
31.00%
41.00%
51.00%
61.00%
71.00%
81.00%
91.00% 87.43% 89.82% 92.81%97.01%
Play Area
Food Court
Prayer Area
Sanitary Place
This graph defines the percentages of other factors which motivates and helps the customers during shopping in any shopping mall.
Respondents were satisfied with the retail environment available in shopping malls (Melanie Morrier 2005)
Respondents demanded better food court, children play area and prayer area for both male and female
Respondents were agreed on that music had a deep effect on their behavior (Turly and Milliman 2000)
Respondents were agreed that fragrance has a deep effect on their purchasing behavior (Robert Klara 2012) and (Gulas et al 1995)
Respondents were agreed that support, guidance of sales person attracts them to revisit that particular shopping mall or retail outlet (Parsons 2003)
Findings
The major limitations of the Research were;
Size of the sample
Availability of Data.
Time constraint is a big problem in conducting a study
Lack of coordination from management of malls
Limitation of Research
Respondents were satisfied with the retail environment of the shopping malls of Karachi
Environmental factors effect respondents purchasing behavior Environmental factors motivates the respondents to revisit the
shopping malls Environmental factors does not motivate them to pay extra
money for the purchase of a product it tends them to stay long in the shopping mall and purchase many other things.
Most of the respondents prefer slow music in shopping malls rather than fast and western music
Pray area, food court and children play area was the demand of the respondents.
Conclusion
Effects of Lightening on the purchasing behaviour of the customers in the High End Malls of Karachi.
Effects of temperature on the purchasing behaviour of the customers in the High End Malls of Karachi.
Effects of product color on the purchasing behaviour of the customers in the High End Malls of Karachi.
Future Avenues of Research
Ali and Hasnu, 2008, “An Analysis of In- Store Shopping Environment on Consumers “Impulse Buying”, Pakistan, Comsats Institute of Information and Technology
Andrew G Parsons,2003, “Assessing the effectiveness of shopping mall promotions: customer analysis” V:31 (2), International Journal of Retail and Distribution Mnagement
Barry J. Babin, William R. Darden and Mitch Griffin,1994,” Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value”, V:20 (4), Journal of Consumer Research
Guijun Zhuang, Alex S.L. Tsang, Nan Zhou, 2006,” Impacts of situational factors on buying decisions in shopping malls: An empirical study with multinational data”V:40,European Jouranl of Marketing
Jumin Lee, Do-Hyung Park, Ingoo Han,2011,” The different effects of online consumer reviews on consumers' purchase intentions depending on trust in online shopping malls” V:21 (2), Internet Research
Kotler 1973, “Atmospheric as a Marketing Toll” 49 (4), 48-64 Journal of Retailing Melanie Morier, 2005,” The Sweet Smell and Sound of Success in a Shopping Mall” Canada, Concoradia
University Mohammed Ismail El-Adly,2007, “Shopping malls attractiveness: a segmentation approach” V:35 (11),
International Journal of Retail and Distribution Mnagement Nnamdi O. Madichie, Jim Blythe,2011,” The “bold and the beautiful” of the UAE retail environment” V:29
(6), Marketing intelligence and Planning Richard and Turley , 2003,” The interaction effects of Mall Environment on Shopping Behavior” Toronto,
Canada, Ryerson University Ruoh-Nan Yan, Molly Eckman,2009,” Are lifestyle centres unique? Consumers' perceptions across
locations” V:37 (11), International Journal of Retail and Distribution Mnagement Tooraj and Saladaine, 2011, “The Effect of Shopping Mall Environment on Shopping Behavior under a
Model” Iran, Middle East Journal of Scientific Research Zafar U. Ahmed, Morry Ghingold, Zainurin Dahari,2007,” Malaysian shopping mall behavior: an
exploratory study” V:19 (4),Asian Pacific Journal of Marketing and Logistics
References
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