viva afiz n leena

8/7/2019 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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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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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.

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