Download - VIVA AFIZ N LEENA
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Prepared by:
MOHD HAFIZ BIN SAAHRI (4071002991)
NOOR LEENA BINTI AHMAD JAMJURI (4071016311)
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yRetailing is one of the most important issues faced bymany countries around the world
y There has been a strong shift from the traditional
sundry shops to more modern outlets such assupermarkets and hypermarkets.
y Nowadays, the consumer market is getting morecompetitive.
y Marketers are busy in creating new strategies tounderstand customer behaviour and at the same timeretain their customers.
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y Lately, Malaysia has seen an increasing number of local orforeign hypermarket across the country.
y Marketers are challenging themselves to attract potential
customers and sustaining the existing customers.
y Loyalty programs focus on price reduction, but consumersare much more concerned about satisfaction, trust andrelationships.
y This study is conducted to explore the customer purchasingbehaviour at local and foreign hypermarket and the factorsthat influenced them to be loyal towards the hypermarket.
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OBJECTIVE
1
To determine the factors that discouragecustomer for j
oining the membership card atthe hypermarket.
OBJECTIVE
2
To identify the level of customer purchasingbehaviour at both local and foreig
nhypermarkets.
OBJECTIVE
3
To investigate the difference between
respondent background with customer loyalty.
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Significance of the study:
1) Help company to optimize customer loyalty withregard to this topic
2) Provide the data of the tabulate statistic regarding
retail analysis at Malaysia to the Ministry of Tradeand Consumers Affairs.
Limitation of the study:
1. It not represent the whole hypermarket population inMalaysia
2. It only based on customer perception.
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CHAPTER 2
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Research about when and how customer clubs is effectivehave shown that the reward system is very important factor(Butscher, 1998).
In order to attract customers to the organizations customerclub the rewards must exceed the costs of joining the club(Genfors and Gustafsson, 2007)
OBJECTIVE 1
Consumers make many buying decisions every day, and it isthe focal point of marketers effort (Kotler and Armstrong,2008).
The influence of involvement in relation to purchasedecisions is reflected in the amount of work an individual iswilling to do in order to maximize utility (Kamis and Davem2005).
OBJECTIVE 2
Customer loyalty is seen to be crucial to the success ofbusiness organizations, since attracting new customers is farmore expensive than retaining existing ones (Dick and Basu,1994)
The increased choice of alternatives can reduce customersloyalty (Schriver , 1997)
OBJECTIVE 3
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CHAPTER 3
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Type of Research Descriptive research usingquestionnaires (quantitative)
Research Design Adapted from previous related
study (Phillip Law)
Population Customers who shop at local orforeign hypermarket inSelangor.
Sampling Non-probability sampling orconvenience sampling
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Data Collection 1) Primary data (questionnaire)
2) Secondary data (journal, books etc)
Instrumentation 1) Section A: Demographic
2) Section B: Factors discourage customerfrom joining membership card.
3) Section C: Purchasing behaviour4) Section D: Customer loyalty
Data Analysis SPSS 16.0 using descriptive analysis
and Cross-Tabulation
Pilot Study Determine the reliability of the instrumentusing Cronbachs Alpha.
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CHAPTER 4
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y Pilot Study:
y Background of the Respondent:
Cronbachs Alpha N of Items
0.8808 40
Variables Categories Frequencies Percentage
Gender Male
Female
35
65
35.0
65.0
Age < 20 years
21-29 years
30-39 years
40-49 years
> 50 years
24
4217
8
9
24.0
42.017.0
8.0
9.0
Type of
hypermarket
Local hypermarket
Foreign hypermarket
50
50
50.0
50.0
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Length of shopping
experience
< 6 month
7-12 month
1-5 years
> 5 years
16
30
31
23
16.0
30.0
31.0
23.0
Shopping frequencies
3-4 times per week
3-4 times per month
3-4 times per year
Once per month
Once per year
20
46
17
16
1
20.0
46.0
17.0
16.0
1.0
Income
< RM1000
RM1001-RM2000
RM2001-RM3000
RM3001-RM4000
> RM4000
40
26
20
10
4
40.0
26.0
20.0
10.0
4.0
Employment status
Civil servant
Private sector
Student
Unemployed
Others
34
49
14
2
1
34.0
49.0
14.0
2.0
1.0
Hypermarket
recommendation
Yes
No
89
11
89.0
11.0
Membership card
Yes
No
69
31
69.0
31.0
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OBJECTIVE 1OBJECTIVE 1
y To determine the factors that discourage customer forjoining the membership card at the hypermarket.
ITEMS
AGREE DISAGREE
N % N %
I do not shop at the hypermarket often15 15.0
I dont want to pay for the yearly membership fees1 1 .0
I do not know the benefit as a member 11 11.0
I do not know how the card works 11 11.0
I have other card and do not want more cards 10 10.0
Not recommended by friends and relatives 7 7.0
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OBJECTIVE 2OBJECTIVE 2
y
To identify the level of customer purchasing behaviourat both local and foreign hypermarkets.
1. Local Hypermarket
ITEMSAGREE DISAGREE
Reasonable price 31 52.5
Wide range of products 28 48.3
The store environment is convenient 26 53.1
I am a member of their membership card 10 62.5
The staffs are helpful and friendly 8 57.1
Quick moving check-out lines during payment 8 50.0
The store is near with my house or office 7 70
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2. Foreign Hypermarket
ITEMS AGREE DISAGREE
N % N %
Reasonable price 31 52.5
Wide range of products 30 51.7
I can get everything I need at the same store 30 54.5
pecial deals and discount 29 59.2
Complete physical facilities 29 59.2
I trust and satisfied with their products 11 44.0
Quick moving check-out lines during payment 8 50.0
The staffs are helpful and friendly 6 37.5
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Level ofPurchasingLevel ofPurchasing BehaviourBehaviour::
local foreign total
Level of
purchase
low Count
% of total
5
50
2
20%
7
7.0%
moderate Count
% of total
39
39.0%
42
42.0%
81
81.0%
High Count
% of total
6
60%
6
60%
12
12.0%
total Count
% of total
50
50%
50
50%
100
100%
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OBJECTIVE 3OBJECTIVE 3
y To investigate the difference between respondentbackground with customer loyalty.
1. Member
ITEMS AGREE DISAGREE
N % N %Another store has quicker moving check-out linesduring payment
33 68.8
Another store has wider selection of store brandproducts that is cheaper than well known brands
29 80.6
Another store provide bigger and ample parkingspace27 69.2
I am a member of other store card 21 60.0
I trust and satisfied with products from otherstore
19 76.0
Another store is nearer with my house or office 16 84.2
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2. Non- Member
I S AGREE DISAGREE
N % N %
Another store has higher quality of product 16 39.0
Another store that has more complete physicalfacilities 15 31.3
Another store has quicker moving check-out linesduring payment
15 31.3
I am a member of other store card 14 40.0
I trust and satisfied with products from otherstore
6 24
Another store has more convenient environment 3 16.7
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y Objective 1Based on the findings, most of the respondent agreedthat they do not join hypermarket membership cardbecause they do not shop at the hypermarket often.
It is supported by a study made by Genfors andGustafsson (2007) in their study indicated thatmember of the loyalty program tend to visit the storeregularly compared with non-members.
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y Objective 2
The findings shows that the level of purchasing behaviour at local andforeign hypermarket is more less the same.
It highlight that the customer in local and foreign hypermarket is atmoderate level purchasing behaviour.
This is might be due that customers are not concern about type ofhypermarket but more on the individual needs and wants.
It inline with the literature review from Kamis and Dawem (2005)
whereas they says that the influence of involvement in relation topurchase decisions is reflected in the amount of work an individual iswilling to do in order to maximize utility.