Abstract / Excerpt:

The study aimed to understand the preferences of Davao City Mall shoppers. Understanding the variables that influence preferences of mall shoppers provides insights for retailers on how to align their product/service offer to the market. The shoppers' demographic profile and their preferences became the bases for market segmentation. The study was conducted in six (6) major malls in Davao city, namely: Abreeza Ayala mall, Gaisano Mall of Davao, NCCC mall of Davo, SM city Davao, SM Lanang Premier and Victoria Plaza mall. The study was descriptive and correlational in design and applied multivariate techniques such as factor analysis and cluster analysis. There were 386 mall respondents who were randomly selected to answer a self-constructed questionnaire. The survey facilitated mall intercept to respondents with age ranges 14-88 within the inclusive dates of April 2-7, 2013, The factor analysis results showed eleven (11) factors with significant variables based on factor loadings. The eleven (11) factors were labeled as: 1) Employee centered preferences; 2) ownership inclined preference; 3) Ambiance focused preference; 4) Promotion based preference; 5) service oriented preference; 6) Product based preference; 7) personalized service preference; 8) better price and benefit preference; 9) Quality and brand preference; 10) Mall based location preference; and 11) Health choice preference. These factors were also used as input to cluster analysis which formed five (5) clusters. The five (5) clusters were profiled and labeled as: 1) service inclined shoppers; 2) Value focused shoppers; 3) Price, product-conscious & convenience shoppers; 4) Conventional shoppers; and 5) Product based shoppers. The findings also showed that the majority of the respondents are young, single, femail and highly educated. The study concluded that the factors; Product, price, place, promotion, ambiance, employee, service and business owners are influencing variables to shoppers' preference. Combinations of these variables projected in a segmented and targeted market influence a desirable consumer behavior. Finally, the study implicated that the satisfaction from consumption of products and services is derived from better value offer which goes beyond monetary cost. The researcher discussed the implications of the study in terms of theory and practice. Recommendations were made for the marketing mix strategies for retailers, the application of the study in the classroom discussion and the areas for further research for marketing.

Info

Source Institution	Ateneo de Davao University
Unit	Business and Governance
Authors	Fagel-Cruz, Dorothy Grace M.
Page Count	132
Place of Publication	Davao City
Original Publication Date	March 1, 2013
Tags	Consumer Behavior, Philippines, Research, Theses

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