Professional Documents
Culture Documents
DECEMBER 2015
Page 1 of 20
NO
1.0
2.0
3.0
4.0
DETAIL
Content
Chapter 1 Introduction
chapter description
Background of the study
Problem Statement
Purpose of the Study
Research questions
Research objectives
Significant of The Study
Scope of the study
Definition of terms
Limitation of the Study
Chapter 3 Introduction
Chapter Description
Population
Data Collection
(January)
Sampling technique
Data analysis procedures
PAGE
1-2
3-21
Reference
29
22-28
Page 2 of 20
Page 3 of 20
Whatever and wherever its start, the phenomenal growth and development of shopping
centers naturally followed the migration of population out from the cities and paralleled
the growth of the use of the automobile. By 1960 there were 4500 malls accounting for
14% of retail sales. By 1975 there were 16,400 shopping centers accounting for 33% of
retail sales . In 1987, there were 30,000 malls accounting for over 50% of all retail
dollars spent (about 676 billion dollars, 8% of the labor force, and 13% of our gross
national product--Keinfield, 1986; Turchiana, 1990).
Malls are now the retail, social and community centers of their communities. Indeed,
shopping malls are the center pieces for rejuvenation of urban centers (e.g., City-Center
Indianapolis, Faneuil Hall - Boston, South Street Seaport - New York City, Harbour
Place Baltimore). 'Some malls are so large that they are communities. Chicago's Water
Tower place has hotels, restaurants, offices, stores, restaurants, and residential units. The
West Edmonton Mall in Canada, The largest mall in the world, has over 800 stores, ice
skating, 24 movie screens.
Despite unsupported forecasts that the country is over-malled (e.g., Turchiana, 1990) the
increasing dominance of malls seems inevitable (Ballard, 1981; Burstiner, 1986). Many
of these malls will be smaller strip centers ("Overbuilding: A real...," 1987), but there
are plans for mega-malls modeled after the Edmonton Mall (Martin, 1987).
The competitive environment that a mall faces today is considerably different from that
faced in their early days when their primary competition was a downtown business
district. Many of the best "locations" are gone so that a mall's primary competition is
now likely to be another mall. Shopping malls- appear to be in a mature phase of the
retail life cycle where market shares and sales may be leveling off (Sternlieb & Hughs,
1981). The challenges that face developers within this context will have to become more
consumer oriented in the sense that more attention will need to be paid to the why,
when, what, who, where, and how's of the consumer when it comes to all aspects of "the
shopping mall" (for a complete review of published articles on shopping centers before
1982 see Dawson, 1982).
There are some of keys of shopping trend. One of them is Micro-Moment Marketing
You've probably been hearing about micro-moments a lot lately. And with good
reason! Micro-moments happen any time a consumer grabs her or his phone throughout
Page 4 of 20
the day to pass the time or look something up. Americans spend an average of 4.7 hours
on their smartphone each day and 41 percent of them check their phones multiple times
an hour. They use their phones to check social media and email, to look up restaurants
in their vicinity, and to look up product reviews and price comparisons while out
shopping. Retail brands will work to get in front of consumers in these micro-moments.
They key to owning micro-moments is to assess intent (what does the consumer want to
get out of this moment), and not rely solely on demographic-based targeting. Then,
brands can send the appropriate push notification or alert. According to new research
from Google, using only demographics to reach consumers means you could miss out
on more than 70 percent of potential mobile shoppers. Expect retail and eCommerce
companies to start taking advantage of micro-moments.
The second is Location-Based Marketing Beacon technology has surged ahead this year,
and you can expect it to become mainstream next year. At the beginning of 2015, BI
Intelligence predicted that beacons would drive $44 million in retail sales by
2016.Beacons allow brands to detect where a customer is at any given moment, andthen
send them push notifications with promotions or other useful information. They will
help provide the shift to mobile commerce by providing immediate relevancy and value
to customers. A clothing store could send a coupon to a customer near their shop or
while the individual is near a competitor business.
The last is On-Site Personalization. Personalization is key to successful marketing--73
percent of consumers prefer to do business with brands that personalize their shopping
experiences and 86 percent say personalization plays a role in their buying decisions.
Many brands do this with email and remarketing, but the use of personalization will
expand in 2016. For retail and eCommerce, this means implementing on-site
personalization. This could be in the form of a personal shopping assistant on a site, a
"find your style" guide, a site navigator, or recommendations based on previous activity
and preferences. All of these ways to personalize a shopper's experience will be mobileoptimized. The Retail and eCommerce Industry will face the most disruption this year,
Page 5 of 20
all as a result of the shift to mobile commerce. The most successful brands will develop
omni-channel strategies that take advantage of these emerging mobile marketing trends.
The important of making market segmentation
Market segmentation pertains to the division of a set of consumers into persons with
similar needs and wants. Market segmentation allows for a better allocation of a firm's
finite resources. Due to limited resources, a firm must make choices in servicing
specific groups of consumers. With growing diversity in the tastes of modern
consumers, firms are taking note of the benefit of servicing a multiplicity of new
markets. Market segmentation can be defined in terms of the STP acronym,
meaning Segment, Target and Position.
Benefits of Segmentation
There are several advantages of segmentation. One of them is Focus of the Company.
Segmentation is an effective method to increase the focus of a firm on market segments.
If you have better focus, obviously you will have better returns. Numerous automobile
companies have started focusing on small car segments. This is nothing else but a
company changing its focus for better returns. Thus companies base their strategy
completely on a new segment which increases its focus and profitability.
The second is increase in competitiveness. Naturally, once your focus increases, your
competitiveness in that market segment will increase. If you are focusing on youngsters,
your brand recall and equity with youngsters will be very high. Your market share might
increase and the chances of a new competitor entering might be low. The brand
loyalty will definitely increase. Thus market segmentation also increases
competitiveness of a firm from a holistic view.
The third is Market expansion. Geographic segmentation is one type of segmentation
where expansion is immediately possible. If you have your market strategy on the basis
of grography, then once you are catering to a particular territory, you can immediately
expand to a nearby territory. In the same way, if you are targeting customers based on
their demography (Ex reebok targets fitness enthusiasts) then you can expand in
similar products (Ex reebok expanding with its fitness range of clothes and
Page 6 of 20
Page 7 of 20
Before we take a look at some of the main demographic variables that heavily influence
marketing strategy, learn how to expertly profile your customers to help you create your
demographic variables.
First of all is the age. The variable segments a market according to the age of
consumers. It is based on the premise that a typical consumers needs and desires
change as they age. This variable classifies a consumers age into four stages: Children
(infant), Teenaged, Middle-aged and Older population A child will demand to have toys,
while teenagers want to keep up with the latest fashion trends. Furthermore, some
consumer segments have more purchasing power than others. Consider this; In the
United States, there are around 76 million baby boomers, which refer to individuals
born between 1946 and 1964. This buying group forms the single largest consumer
market, as they outspent other age groups by $400 billion in 2009. A small business
owner has much to gain by targeting this age group.
The second is the income. Income is the most important and commonly used base for
segmenting a consumer market. The purchasing power of a typical consumer varies
based on the level of income earned. Based on this demographic variable, consumers
are grouped into three categories; high, middle and low income, with the market also
classified on the same basis. This is due to the fact that high-income consumers tend to
give pr luxurious goods such as designer clothes. Likewise, consumers with middle
incomes will opt for medium-priced and durable goods, while consumers with low
income purchase and often prefer lower-priced products to satisfy their physical needs.
This is because they have less disposable income and hence are sensitive to price
changes. Manufacturers of home appliances, cars and motorcycles classify their markets
based on consumer income. The third is Size of Family. The number of family members
or family size is another demographic variable that can be used to segment a market.
This is mainly due to the fact that the number and size of family members directly
affects the usage rate of consumer goods. The size of the family also affects the size of
packaging.
The forth is Gender/Sex This variable classifies a consumer market into two segments;
female and male market. Since the desires, wants, interests and needs of females and
males differ, marketers take this into consideration when designing their marketing
strategy. The fifth is Social Class When formulating your marketing blueprint, you can
Page 8 of 20
also segment a consumer market based on social class, which is divided into three
categories: Lower Class, Middle Class, and Upper Class The behavior, purchasing
power, and motives of consumers vary depending on their social class. As such, upper
class consumers tend to buy luxurious products more, while the middle class consumers
tend to buy durable and quality products whilst keeping a close eye on prices and
quality. Likewise, consumers in the lower class buy low-priced products that satisfy
their physical needs. Learn more about segmenting consumers based on social class in
this marketing course.
The sixth is Consumer Occupation. The occupation of the consumers can greatly
influence their buying decisions. This means you must keenly identify professionals that
would be interested in your products. In fact, some companies focus on making
products that satisfy the needs of certain occupations. Ideally, a senior company
executive will buy luxury cars, expensive clothes and subscribe to a golf club
membership. Similarly, a teacher will purchase books, papers and pencils as well as
lower-priced clothes. The seventh is Family Life Cycle. The stage of the lifecycle may
differ among individuals of the same age; some young people may be single, others
young and married but with no children, young and married with children, older married
persons with dependants, older married persons with no dependents, older divorced
persons living alone as well as middle-aged married and with dependent children. The
list is exhaustive, and is classified based on the products sold. The differences in life
cycle stages influence the objectives of the purchase, desires, buying behaviors and
wants. Manufacturers of luxury cars such as Ferrari tend to target middle-aged men with
no children or young (and wealthy) men with no children.
The eighth Religion The religion of a particular demographic is a key variable that
influences sales of certain products. Have you noted that Muslims usually eat cow meat,
instead of pork? Likewise, Hindus consider a cow as sacred. They also view pigs as
dirty animals and hence wont eat it, unlike Christians who regularly include pork as
part of their menu. The ninth is Education Level. The education level of a particular
individual tends to influence his buying decisions. This necessitates subdividing the
consumer market based on education level, which creates two groups; educated and
uneducated consumer segments. The educated group is sub-classified further into
elementary, high school, associate degree, bachelor, masters and doctorate. This
Page 9 of 20
grouping is commonly used by book publishers who classify a market based on the
education level of the targeted consumers.
The tenth is Racial and Ethnic Background Multinational companies tend to use this
form of classification, which holds premise that consumer needs and buying patterns
differs from one racial or ethnic group to another. The global market can be classified
into American, African, Europeans and Asian. As such, food processor will package
cow meat for sale to Chinese market, but process chicken meat specifically for Indian
markets only. The eleventh is Psychographic Variables. In case you are not familiar with
the term, psychographics is the study of lifestyles, personality and interests of various
people. Psychographic variables are also called IAO variables as they deal with
exploration of interest, activates and opinions. Under this classification, marketers
consider factors such as environment, behaviors and culture. Lets have a look at two
key variables; personality, lifestyle and motives. Learning how to interact with the
culture of even your local neighborhood is a good place to start on learning how to find
opportunity to make money. Motives This category lumps consumers based on the
reasons why they buy a particular product. It includes safety, personal appearance,
health, status and affiliation. These motives not only influence the type of products
bought, but also determine the choice of retail outlets from which the products are
bought. Personality Characteristics This can be used especially where there are several
competing goods. You must always structure the product with certain personality traits
that the target market views positively. Individuals with high self-esteem tend to
respond well to marketing messages that appeal to their ego and project a suitable
image. Lifestyles- This method of segmenting a consumer market based on an
individuals lifestyle is anchored on the belief that it directly influences his choice of a
particular product. As such, dont be surprised if you ask an environmentalist what is his
idea of an enjoyable holiday only to be told it is a rally driving experience or a hunting
expedition.
Page 10 of 20
The main focus I the research is to investigate the reason of decision-making now is
getting more and more important for consumers in the past. Secondly, this is to
understand consumer decision is vital for companies and marketers in developing
appropriate marketing strategies especially towards gender in much literature on
costumers like the university students shopping behavior.
1.4 Purpose of the study
The purpose of this study is to investigate the consumer decision-making style in
shopping behavior across gender among the students. Besides it is to organize lecture
notes and text book material so that you can increase your comprehension and memory
of large amounts of information. Preparing study guides that are visual is even more
effective, as the visual organization helps you see related concepts and make meaningful
connections with the material, thus acquiring the higher levels of learning expected by
many of your professors.
It is believed that the male and female consumers in Malaysia may also have certain
distinctive characteristics in terms of their decision orientation towards shopping and
marketing practitioners.
There are limited studies that focused on male and female consumers shopping
behavior. This information can help or give and advantage for the company. Besides,
there are some limits in doing this research which are transportation. As a students, they
dont have any transport to go to UTAR to undergo their research.
In general, the purpose of the study is to explore the decision-making styles on shopping
among UTAR students and to what extent does the decision-making styles differ across
gender. After the through literature review, there are some conclusions have been noted
that gender is not only a biological concept as being a male or female, but beyond.
Looking at gender with different dimensions, gender is not only a market segmentation
variable, it is a variable that has a strong impact on the decisions. Marketers need to
understand gender based tendencies in order to better satisfy the customers. Huge
differences lie in the attitudinal and behavioral aspects of men and women due
to psychological and physiological differences. Both male and female consumers depict
completely different behaviors as far as purchasing various goods and services are
Page 11 of 20
concerned. Where men are more externally focused women tend to be internally
focused people who tend to talk in order to connect with others unlike men who talk
to others more often than not in order to inform. Men tend to gather information through
heuristic men and gather salient cues in comparison to women who believe in depth
information search. Where women are more subjective and intuitive men tend to be
more analytical and logical who make their opinion based on other peoples purchase
rather than trying it themselves. Men tend to value quality and efficiency the most while
women value emotional connect and relations. Further, where men tend to make
purchases based on the immediate needs women look at purchase as a long term
decision
1.5 Research question
Research objective is A specific result that a person or system aims to achieve within
a time frame and with available resources. In general, objectives are more specific and
easier to measure than goals. Objectives are basic tools that underlie
all planning and strategic activities. They serve as the basis for creating policy and
evaluating performance. Some examples of business objectives include
minimizing expenses, expanding internationally, or making a profit. This research will
contribute to the body of consumer behavior literature by two objectives as follows:
1. To investigate the styles of decision-making in shopping behavior among
students.
2. To compare the styles of decision-making in shopping behavior across gender.
Page 12 of 20
university students because of their large consumers segments and characters of the
market. This research is conducted to investigate and compare the decision-making in
shopping behavior or styles across gender. UTAR is selected as a place of study. The
population of this study is the all undergraduate students (full time). The study is
conducted using 50 students from.
1.7 Definition of terms
1. Consumer decision-making style is the Process by which consumers identify
their needs, collect information evaluate alternatives, and make
the purchase decision. These actions are determined
by psychological and economical factors, and are influenced by environmental
factors such as cultural, group, and social values.
2. Perfectionist is a person who refuses to accept any standard short of perfection.
3. Brand consciousness is awareness of a brand as a distinct product separate from
others. It is about image and perception. Novelty is the quality of being new,
original, or unusual.
4. Recreational is relating to or denoting activity done for enjoyment when one is
not working.
5. Price consciousness is Market segment or buyers who seek best (lowest) prices.
See also price sensitive.
Impulsive is acting or done without forethought.
6. Consumer confusion is a state of mind that leads to consumers making
imperfect purchasing decisions or lacking confidence in the correctness of their
purchasing decisions.
7. Habitual is done or doing constantly or as a habit.
1.10 Limitation of study
Page 13 of 20
Page 14 of 20
honest collection remains the same. The goal for all data collection is to capture quality
evidence that then translates to rich data analysis and allows the building of a
convincing and credible answer to questions that have been posed. In this study, primary
data and secondary data are used as the resources of information
Page 15 of 20
3.5
Sampling Technique
Page 16 of 20
the undergraduate and master's level, such practicalities often lead to the use of nonprobability sampling techniques.
As mentioned, for researchers following a quantitative research design, non-probability
sampling techniques can often be viewed as an inferior alternative to probability
sampling techniques. However, where it is not possible to use probability sampling,
non-probability sampling at least provides a viable alternative that can be used. As such,
it ensures that research following a quantitative research design is not simply abandoned
because
(a) it cannot meet the criteria of probability sampling and/or
(b) meeting such criteria is excessively costly or time consuming, such that it would not
be sponsored. This could significantly diminish the potential for researchers to study
certain types of population, such as those populations that are hidden or hard-toreach (e.g., drug addicts, prostitutes), where a list of the population simply does not
exist. Here,snowball sampling, a type of non-probability sampling technique, provides a
solution.
Non-probability sampling can also be particularly useful in exploratory research where
the aim is to find out if a problem or issue even exists in a quick and inexpensive way.
After all, you may have a theory that such a problem or issue exists, but there is limited
or no research that currently supports such a theory. Where your main desire is to find
out is if such a problem or issue even exists, the potential sampling bias of certain nonprobability sampling techniques can be used as atool to help you. For example, you may
choose to select only those units to be included in your sample that you feel will exhibit
the problem or issue you are interested in finding. If this problem or issue does not exist
even in your biased sample, it is unlikely to be present if you selected a
relatively unbiased sample (whether using another non-probability sampling technique;
or even a probability sampling technique).
This would help you to avoid a potentially more time consuming and expensive piece of
research looking into a potential problem or issue that actually doesn't exist. It may also
be considered an ethical approach to finding out whether a problem or issue is worth
Page 17 of 20
examining in more depth, since fewer participants are subjected to a research project
unnecessarily.
3.6 Data Analysis Procedures
Analysis of data is a process of inspecting, cleaning, transforming, and model data with
the goal of discovering use full information, suggesting conclusions, and supporting
decision-making. Data analysis has multiple facets and approaches, encompassing
diverse techniques under a variety of names, in different business, science, and social
science domains.
3.6.1 Reliability Analysis
Reliability is the degree to which it is error-free. The type of reliability we'll be
examining here is called internal consistency reliability which is the degree to which
multiple measures of the same thing agree with one another.
3.6.2 Descriptive Statistics
In this study, frequency distributions were obtained for all the personal data
demographic profile gender, age, marital status, ethnic group and religion.
3.6.3 Cross Tabulation
In this study, cross tabulation was used to interpret relationship between gender and the
purpose of them going for shopping
3.6.4 Hypothesis Testing
A hypothesis can be defined as relationship is conjectured on the basic of association
established in the theoretical framework formulated for the research study. Testing the
hypothesis and comfirming the conjectured relationship, it is expected that consumer
decision making style in shopping behaviour among students: a study between genders.
Page 18 of 20
3.0 References
- www.google.com
- http://www.marketing91.com
- https://en.wikipedia.or
- https://blog.udemy.com
Page 19 of 20
Page 20 of 20