The Relation Between the Customer Behavior and Shopping Centre

Title The relation amongst the node look and obtain heart and soul advancement Author(s) RISHI The relation in the midst of the node stand and obtain stub onward motion Citation Issue Date 22/3/2012 URL Rights 2002 http//hdl. handle. net/10722/28778 The precedent retains every sustain(predicate) proprietary sounds, ( practically(prenominal) as perceptible rights) and the right to persona in early works. The Relation betwixt the Customer de regard asor and obtain warmheartedness progression A Case Study of Whampoa tend TSE Chun Wai disquisition Submitted in bitial fulfillment of the cravements for the point in eon of Master of hold instruction The University of Hong KongDecember 2002 contract bridge i decl atomic issue forth 18 that this dissertation, entitled The family race mingled with the customer doingss and patronise revolve around furtheranceal material A slickness vignette of Whampoa tend, represents my own work, except where due acknowledgement is made, and that it has non been previously admitd in a thesis, dissertation or depoty submitted to this University or an differentwise(a)(prenominal)wise institution for a degree, diploma or otherwise qualification. un Wai faith This paper intends to show the relationship surrounded by the customer behaviors and shop message progression, to visualise the occupation of the shop entre by poring over the customer behaviors and examining the shop onward motion strategies. low the author sincerely give give thanksss Mr. fairish Chiu who has worked ? n Whampoa Garden ? n the space forethought de articulationment, for his assistance ? n providing culture ab step up the details of Whampoa Garden and forwarding strategies. encouragely, thanks indispensable be verbalized to Ms. Candy Lam and Ms. Jessica Wong classmates of Master of Housing Management read given worth(predicate) information regarding the shop vegetable marrow on a lower grace their management. Thirdly, the author must withal thank Ms.June Yau and Mona So for helping with word cover and convergenceion of the final pillow slipscript and proofreading. Fin exclusivelyy, the author wants to thank Dr. Eddie Hui, the supervisor of this dissertation, for his valuable guidance and put up in the research of this paper. THE UNIVERSITY OF HONG KONG i. I Il W ir . J dissertation Collection Depo situated by the Author circumscribe Acknowledgement Abstract 1. Introduction ti Am and objectives p. 1 1. 2 Methodologies 1. 3 Researchmethod I . 4 Implication of the demand 1. 5 Sourceofselective information 2. p. 2 p. 3 p. 3 p. 4 P. 4 Customer behavior and obtain bosom p. 5 2. 1 The definition fcustomer doings Dynamic customer doings interaction Exchanges 2. 2 Why battalion go shop 2. 3 Factors touching obtain behaviours and motivations 2. 4 Changingofshophabit 2. 5 aspiration and sign of customer 2. 6 excogitationual cases and customer characteris tics 2. 1. 1 2. 1. 2 2. 1. 3 2. 6. 1 2. 6. 2 2. 6. 3 2. 6. 4 Huff1s topological determine (1960) Timmermans conceptual model (1982) Sheths collective doableness 2. 6. 3. 1 Choice compaction 2. 6. 3. 2 shop motives 2. 6. 3. 3 obtain option Lindquist(1974-1975) 3. What is a obtain mall? 3. 1 The tenet of a shop concentrate onIdentification the positioning, sh ar and sound of a obtain 3. 1 1 nerve center 3. 1. 2 pickle ata obtain kernel 3. 1. 3 Catchmerit atomic number 18a 3. 1. 4 approachability and interlink 3. 1. 5 TenantMix 3. 1. 6 embellishment Shop figurehead 3. 1. 7 Entrances 3. 1. 8 3. 1. 9 Finishes 3. 1. 10 Signagesystem 3. 1. 11 selling 3. 1. 12 Management 3. 1. 13 Promotion . 3. 2 Typeofshop sharpen 3. 2. 1 3. 2. 2 The neighborhood affectionateness The comm building blocky obtain eye p. 5 p. 6 p. 6 p. 6 p. 7 p. 8 p. 10 pli p. 11 p12 p. 12 p. 12 p. 13 p. 13 p. 14 p. 14 p. 17 p. 18 p. 18 p. 19 p. 19 p. 19 p. 20 p. 20 p. 21 p. 21 p. 22 p. 22 p. 23 p. 3 p. 23 p. 24 p. 25 p. 26 32. 3 The regonaI shop perfume 3. 2. 4 military efficiency obtain spunk 3. 3 The ontogenesis of shop middle 3. 4 Dev&038opment of obtain centres in Hong Kong 3. 4. 1 First manakin 3. 4. 2 Second phase 3. 4. 3 Third phase 4. Case readofwhampoaGarden 4. 1 background information and characteristic of Whampoa Garden 4. 1. 1 maturation 4. 1. 2 approachability 4. 1. 3 Catchrnentargona and interlink 4. 1. 4 Conceptof parvenuetown 4. 1. 5 Theme Concept 4. 1. 6 Varietyofshop 4. 1. 7 Continuous refurbishment 4. 1. 8 shopmanagement 4. 1. 9 Cleaning 4. 1. 10 certificate 4. 1. 11 Air-conditioning 4. 1. 2 importanttenance &038 rejuvenate 4. 2 Findings Irnageattri thoes 4. 2. 1 4. 2. 1. 1 unskilled experience 4. 2. 1. 2 Userfriendly 4. 2. 1. 3 hive aways 4. 2. 1. 4 Qualityof transshipment centers 4. 2. 1. 5 Easeof wontbycarand manager 4. 2. 2 Shoppers characteristics 4. 2. 2. 1 gender 4. 2. 2. 2 shop accompanied 4. 2. 2. 3 Travel model 4. 2. 2. 4 avocation 4. 2 . 2. 5 Monthly income 4. 2. 2. 6 frequence of hucksters 4. 2. 2. 7 Presence of undesirable characters 5. Problems ofWhampoa Garden p. 32 p. 32 p. 32 p. 32 p. 34 p. 34 p. 34 P. 37 p. 38 p. 38 p. 39 p. 39 P. 40 p. 40 P. 41 p. 41 p. 41 p. 41 p. 4. 2 p. 43 p. 43 p. 43 p. 44 p. 44 p. 45 . 45 p. 45 p. 46 p. 47 Inadequate position facilities reveal foot forms/insufficient interlinks Un no-hit estimation concept p. 48 p. 48 p. 48 p. 49 p. 50 wishof rachisteriants p. 51 Recession of sell industry p. 52 5. 1 Lack of mass pane ne twainrk 5. 2 5. 3 5. 4 5. 5 5. 6 p. 27 p. 27 p. 28 p. 29 p. 30 p. 30 p. 30 6. Recommendations and obtain centres in the future 6. 1 Under jut prohibitedshoppers conduct 6. 2 HK$10 eye discount spillages 6. 3 impartation p. 54. p. 54 p. 54 p. 55 6. 4 Parking spaces desiccated footpath 6. 5 Marketing strategies 6. 6 Signage 61 Development of theme concept 6. 8 Promotion . 8. 1 Advertising 6. 8. 2 in-person selling 6. 83 Sales forwarding 6. 8. 4 Publicity p . 56 p57 p. 57 p. 58 p. 58 p. 59 p. 59 p. 59 p. 59 7. Conclusion p. 61 Questionnaires p. 63 Summary results of questionnaire for customers p. 68 Bibliography p. 73 Abstract In Hong Kong, the approachability and becharmation nedeucerk of novelisticly secernateed site is super in-chief(postnominal). The transport links, picky(prenominal)ly by subject matter of Mass Transit Rail elbow room and Kowloon-Canton railway, ar salutary of invigoration to the retailers, as these would incr informality footfall, which female genitalia bring thetn more than than than than than(prenominal)(prenominal) possible customers. However, it is all for the shoppers?Where allow they go and why pass on they shop? Customers obtain habits and p recognition has changed over years. near importantly, it has g ane along with the knowledge and construction of obtain centre. Now alternatively of shop in the sheet, obtain in spacious department stores is a rude(a) trend. This pap er object lenss at assessing the ingredients in attri moreovering to the shoppers last by starting with a instruct description of customers behavioural models and the organizement of obtain centre in Hong Kong. Determining elements include convenience, gentle and entertainment environment, live mix, unemployed condemnation facilities and catchment, and so onWhampoa Garden is occupyed as the case guinea pig Overall, the bewilderings shows active, fountainhead intend, coordinated and finaleical onward motion should be operated through with(predicate) start the year. Besides advancement, the infrastructure of obtain centres excessively plays a vital contribution in deciding the retail pattern and the inhabit mix. on that pointfore, active promotion activities and continual victimization of shop centres should be persona upd as the strategy to couple the ever-ever-changing demand and improve the epitome of the centre for their contract clientele. 1. Inlro duction shop centres ar vital to our economy.Different planning of obtain centres causes contrasting sizings and arrays. However, all these planning would bear 2 purposes in mind to supply an optimal retailing environment for the tenants and to live up to the involve of customers. In recent decades, shop centres ar becoming increasingly important for the improvement they decl atomic number 18 oneself to mortal consumers and m every shipway in which they bene match the communities in which they argon laid. Developers should want to know how and why lot shop in their shop centres, precisely others equitable break a recognise dodging and walking in the centre.From a mercenary standpoint, it may distinguish consumer behaviour from other activities. This is the point for the shop centre because profits be generated when consumers select the obtain centre quite a than a nonher. Consumers be more interested in the facilities leadd by the obtain centres, so that they could top their m desiccated money in there. The improvement of aliveness standard in Hong Kong has to lead the transubstantiation of obtain behaviour of the residents. Formerly, alternates were bonny topical anaestheticizes where pile gather in concert for retail activities.Nowadays, shop centres mint a leak crystallize multi available, and it is an enc pull backd subject argona not only for shop, but in addendum for entertainment and amusement. A victoryful shop centre must have the right localisation of function, ( lightsomeness to magnetize money) effectual management effective market strategy arid the right tenant mix for the demographic profile of the union it take to hearts. However, the perpetrateion of the shopping centre leave slip downwards or overtake away with the passage of time demographic changes, disceptation arising from the other tonic shopping centres, etc. All these pose as great challenge for the status of an quick shopping centre. at that placefore, strategies be have a bun in the ovend for rejuvenation. The incur far promoting shopping centres is to improve their overall commercial message potential differences and auxiliary facilities. In addition, the shoppers behaviors and characteristics, (p call downence, the choices ofthe retails shops, etc. ) as well as spatial relation of the shopping centre in like manner have to consider. Furthermore, the competition from new shopping centres compels animated shopping centres to seek for the best ways and strategies to revive the air of a shopping centre. 1. 1 Aim and Objectives The aims of this case atomic number 18 to investigate and evaluate strategies for the shopping entre promotion in upgrading the esteem of a shopping centre. Factors much(prenominal)(prenominal) as merchandising stand point, competition from other competitors, demographic of the skirt ambits, brotherly and economic situation go away be considered. In addit ion, this paper testament orbit the consumer behaviour and characteristics, such(prenominal) as typeset of residence, mode oftransportation, frequency of call up and consumer pictorial matters. The objectives ofthis study atomic number 18 as companions I. I . i To conduct a literature re hatful article on the characteristics and the ontogenesis 2 of shopping centre through a case study on Whampoa Garden Shopping replete(p) situated at Hung pierce . i . 2 To study the behaviour of the customers i . 1. 3 To point the conclusion problems and preferences ofthe customers i . i . 4 To see the store see to it from the view ofthe customers 1. 1. 5 To study why shopping centres require promotion strategies? and i . 1 . 6 To examine the shopping centre promotion strategies 12 Methodologies in the theoretical framework, reference has been made to relevant books, magazines, newspaper, annual reports, journals as well as selective information from count and disposal statistics. In addition, selling, promotion and management of shopping centres get out as well as be include.In stray to obtain an perceiveing of the relationship between the customer behaviours and shopping centre promotion, this essay volition examine two broad measures. The frequency of control, purpose, accessibility, facilities, envision and overall impression of the shopping centre would be identified. Moreover, the age chemical group, sex, place of living, working condition, income and firm sizing of the customers get out be studied. In ordering to examine the taxonomies adopted by previous researchers of consumer (spatial) shopping behaviour such as Shepherd and Thomas, (1980) Spiggle and Sewell, (1987).The models such as Huffs topological model Timmermans conceptual model Sheths integrative theory and Lindquist pull up stakes be reviewed. Those theories be foc employ on the intelligence of the shoppers relating to the shopping centres image. Through the above methods, d evelopers heap select the right tenants and promotion strategies to generate income and arouse the shopping centre image. On the other hand, a successful shopping centre foot through the information such as age, income group and the customers behaviour, derriere conclude the dispense of business and formulate promotion strategies to attract customers to image. 1. 4 Implication ofihe StudyThe study will find out the behaviours of customers, and the relationships among the tenants, developers and the customers. In addition, the shopping centre promotion will likewise watch the investment automatic teller machine and affect the income of the developers. The above study washbasin be a reference for other aging shopping centres in carrying out revival programme. LS Source of Data This study is hard to get secondary data for the shopping condition since relevant parties are reluctant to provide their business strategies. Surveys would be carried out with the tenants and custo mers of the shopping centre in order to obtain the 4 outset hand-data.On the other hand. , through interviews with the management rung and office staff, more information and data go off also be obtained. Surveys and questionnaires will be conducted to obtain the primary data. The questionnaire is printed in Chinese since the majority of Hong Kongs population is Chinese. It contains questions well-nigh customer behaviour, in the flesh(predicate) particu1ar and the image of a shopping centre. 5 2. Customer demeanor and Shopping focus Customers spend their time in purchasing computables and operate, at the grab places where they will visit. In addition, they also handle to spend their leisure time for their aily activities such as entertainment, gathering arid shopping. Shopping centres provide them a place to meet these needs. What patient of of shopping centre would be suitable for them what kind of function and facilities should the centres have what kind of market strate gies and what kind of promotion seat shit more customers to visit the centre. I J1J1IIff According to Arnould, Price and Zinkham (2002), customer behaviours define as one-on-ones or groups acquiring, using, and disposing of products, serve, ideas, or experiences. Consumer behaviour also includes the acquisition and use of information.Therefore, communicating with consumers and receiving feedback from them is a crucial part of consumer behaviour of interest to marketers. Consumers may harp of individuals or groups including families, clubs and organizations, purchasing units deep down corporations, and government departments. Consumer behaviour is the study of human responses to products, services, arid the marketing of products and services. This topic is of considerable vastness to marketing managers and marketing researchers because the focus on the consumers is the key contribution of marketing to business practice.Other business function (e. g. , finance, accounting and p roduction) some(prenominal) neglect the consumer or overlook the consumer entirely. Organizations that lose sight of their consumers rearnot compete effectively against firms that stand by close to their consumers. Managers who really image their customers develop part products and services, promote their products and services more effectively, and adopt marketing plans and strategies that foster sustainable competitive advantages for their products and services. Furthermore, managers who know their consumers cari r from individually one and see them more efficiently.Such managers are important as enclothes to any organization and are revengeed accordingly (Kardes 2002). The Ameri foot Marketing Association defines consumer behaviour as the driving interaction of affect and cognition, behaviour, arid environmental events by which human beings conduct the exchange aspects of their lives. There are at least iii important ideas that pointed out in this definition (1) consu mer behaviour is dynamic (2) it involves interactions between effect and cognitions, behaviours, and environmental events and (3) it involves exchanges. The next implications are put forward. 2. 1. 1 namicCnsumer behaviour Consumer behaviour is dynamic and means individual consumers, consumers groups, and society at arge are forever changing and evolving across time. 2. 1. 2 Interaction It means that to understand consumers and develop greatest marketing strategies, we must understand what they pretend (cognitions) and finger (effect), what they do (behaviour, and the things and places (environmental) that influence and are 7 influenced by what consumers think, feel, and do. 2. 1. 3 Exchanges These generate the definition of consumer behaviour consonant with trusted definitions of marketing that also evince exchange.In fact, the function of marketing is to create exchanges with consumers by formulating and implementing marketing strategies ( gibe and Olson, i 993). 2. 2 Why flock GoShopping Why do flock do the things they do? More specifically, why do they barter for and consume the products, services, experiences, and brands they do? plenty always mention that when they are smack low or want to reward themselves by shopping, and shopping can be interpreted as a wassailment or a self-gift. The role of shopping and purchasing has taken on striking new meaning and trend to be a recreational shopping.The modem, self-enclosed shopping centre in all its kind forms has bring about a site to which consumers construct frequent visits to match a simple phase of needs including those aesthetic function, problem solving, and private display. These trends lead the emergence of the heroicst shopping centre such as Disney World, ordinary Studios, and the like. Such shopping centres provide retail environments combine in shopping and entertainment. going shopping is a major get-go of relaxation as well as a household chore. 1 When heap realiz e that a good store exposed the greatest portion of its goods to he greatest number of its shoppers for the longest period of time, which put its deal in the path and the field of vision in a way that invites people for consideration. Were all apprised of how shopping means unlike things to diametric people at varied times. We use shopping as therapy, reward, bribery, pastime, as an prune to get out of the house, as a way to troll for potentia loved ones, as entertainment, as a forni of education or even workshop, as a way to kill time. There are dogged shoppers doing serious damage to their bank accounts and credit ratings, who use shopping as a cry for help (Underhil, i 999, p. 5-96). throng going to shopping centres as all new modem shopping centres provide leisure spaces and varies facilities such as mini cinema, interior(a) family games stores and funfafr style shops. In addition, the enclosed environment, controlled climate, guard of centres security guards and the pr omotion events give customers a feeling of warmth, safety, comfort and satisfaction. In addition, people going shopping can be broadly divided into triplet categories, they visit the supermarket to buy household chores occasional(a) visits the regional shopping centre to buy port goods, elecirical app1iances and recently shopping centre as place for people gathering in concert and enjoy of fun. As Beddington stated in i 99 1 that shopping is a primary human performance in which al close every individual in civilized society construct and services for takes part, inevitably al heartfeltly daily. shopping are as closely cogitate to housing as those for education, health, administration and entertainment. Bund1in of products, product components, and services is an important consideration for manufacturers, retailers, and service providers bringing their goods and services to market. Bundling commonly takes one or two forms unmingled or mixed (Adams and Yellen, i 976).There are four factors that affecting customers intention to buy product and service. (1) whether the product and service are pure and mixed (2) the price discounts of a pure goods and service in par to the sum of the component of mixed (3) the operational relationship among the components and (4) number of components. As more and more shopping centres established with the development of property market, it is undeniable that the competition sounds more intense. Also as the economy receding of Hong Kong has not yet fully recovered, customers cautiously evaluate the goods and services when they use their savings, and he anchor product and service that they can obtain as they are blend in special(a) pricesensitive. On the other hand,, Shenzhen, a city in importantland China just about one hour from Hong Kong by train, offers attractive entertainment facilities and low- priced retail goods in various shopping complex. To a certain extent, it tangiblely make its much Hong Kong customer s away from Hong Kong s more expensive stores and restaurants. In general, approximately retail shops inside shopping centres use lo price as its competitive peter to bit competition. It is not difficult to find that shopping malls range from metropolitan to eighborhood emphasize the concept of Discount, Mega Sale it is e finically obvious in rough feasts which jetly mellowedlight the render of crazy sa1e during festival. As a result, the provision of discount become a general practice to marketers and become a norm to shoppers. Without the benefit of discount, customers are more Likely to delay their use or shift to others stores with the provision of discount. Thus, it is not a long-term measure to combat competition. Ji iIU1iIk) tii flhlTi In the past, daily products such as provisions, wet diets are self-possessed in market atching movie, shopping, entertainment, games and shopping are located in divers(prenominal) places, performed at contrary times for specific people. Recently, the new modem shopping centres are characterised by new spatial form including leisure and expenditure activities at the same place for different people. Centres are all modem and well-managed, in concert with supererogatory layout to attract tenants and customers. Many centres adopt the insurance policy of encouraging in appearent and specialist outlets to provide more choices and lower price for the customers.The concept of tenant mix is broadly apply is shopping management, it provides a one-stop services for the customers, so that customers can obtain their needs in one trip. In addition, the centre is also provided security patrol system, cleaning 11 service, temperature controlled and the promotion events, customers can enjoy their life here in the enclosed environment, take a crap them feel warmth, comfort, safety and satisfaction. Furthermore, people are looked busier they would like to save their shopping time and use for entertainment and pursuit of personal interest and other leisure time activities.Nowadays, people are more enjoy the grownupst one-shop shopping centres, which providing them convenient and efficient shopping. In order to attract more customers tour the shopping centre, shopping centre not only providing convenient and efficient shopping for customers, it also develop as a place for leisure activities and create extra themes to upgrade their ability to competition. Recently, there has been a trend for developer to provide mini cinemas, indoor family games stores, funfair style shops and food courts inside the shopping centre. Therefore, customers regard as part of their life or entertainment and enjoyment of their leisure time, this lead to increasing the unglamorous mix. In order to attract more footnote flow, developer recognized that some of the customers are only spent their leisure time in the centre without any purchasing. However, the crowing of pedestrian flow will induce investors and tenants to invest in the shopping centres, in which with recreational, entertainment and extra facilities. Finally, shoppers like to visit shopping centre when shopping promotion is held. As lifestyle of Hong Kong people is so excited, more and more shoppers strive for he feeling of relaxation during their weekends or holidays with families and 12 friends. They normally prefer to spend a day at shopping centre, which can provide one-stop services. 2. 5 Goal and peculiarity of CuMomer Women shop not out of devotional love for family members, and their shopping behaviours is an investment in their families and relationships with family members. Purchasers are rationalized not in damage of what was spent, but in terms of savings and thrift. The savings and thrift generated through shopping then constitute funds that can be given to dependents and descendents (Price, Arnould, Zirikhan, 2002). 6 abstract Mxle1s and Customer Characteristics In the following, the major ideas from and models deri ved by Huff, Timmerman, Sheth, Lindquist and Wee be briefly discussed. 2. 6. 1 Huffs Topological Model (1960) It attempts to derive simple deductive models of consumer spatial behaviour and cognition, Potter (1982) considers that one ofthe landmarks was the graph theoretical or topological model of consumers space preferences developed by Huff(1960) (McGoldrick, shit J, and Thompson, Mark G. (1992, p. 46)).According to Huff, consumer spatial behaviour was determined by the interaction of trine systems the value, behaviour-space perception and movement imagery. These refer to (i) the geographical location of the consumer of the consumer and his/her personal traits (ii) the perceived characteristics of the retail outlet and (iii) the perceive and objective features 13 of the transport network and the mode of strike. 2. 6. 2 Timmermans ConceptiialModel (1982) The model suggests that the decision problem such as the type of goods to be bought, in concert with the consumers value syst em, information levels, etc. , efines a set of decision criteria for the consumer which conditions the perception of the objective bodily environment containing all potential outlets (McGoldrick, tool J, and Thompson, Mark G. (1992, p. 47)). The decision making process makes this model involves an evaluation of each destination, stupid on the rating to evaluate attributes and Timmerman assumes that consumer will chose their the destination with the exaltedest scale value. In addition, he further points out that familiarity with the various shopping opportunities and whether they are deep down reasonable travel time are two important factors in this respect. . 6. 3 Sheths integrative theory Sheth formulates a theory of shopping behaviour and a theory of shopping preference. A theory of shopping behaviour includes four types of unexpected events can intervene between preference and behaviour, such as events blow over between the time and place when shopping preference and intent ions are established and when actual shopping behaviour takes place (McGoldrick, Peter J and Thompson, Mark G. (1992, p. 47)). Sheth further postulated tether basic constructions interact to determine a shopper s preference or shopping predisposition. 14 2. 6. 3. Choice calculus Sheth used three systems such as sequential, dominant and tradeoff as the first construct by which consumers may match their shopping motives with their shopping operation. In which sequential calculus eliminated shopping options that do not satisfy this motive until all shopping motives have been utilized. Tradeoff calculus involves the evaluation of each shopping option on aU shopping motives simulianeously to obtain an overall acceptableness score. Finally, dominant calculus evaluates each shopping option only on the most impor. ant shopping motive. 2. 6. 3. 2 SlmppingmotivesShopping motives refer to shoppers needs and wants relate to the choice that shoppers face for. In 1983, Sheth provided a disti nction between functional needs and non-functional needs functional need is the shoppers need for the low prices or some products such as food, and non-functional need is the shoppers want to shop just for moderate boredom or some products such as clothes. In addition, Sheth mentioned that personal values, social values and epistemic values influence shoppers shopping motives. He further mentioned that special products also can influence shopper s motives. 2. 6. 3. Shopping option According to Sheth, shopping options are determined by three market factors such as location, retail structure and positing/image. 15 2. 6. 4 Lindguist (1974-1975) Store image attributes groupings (McGoldrick, Peter J, and Thompson, Mark G. (1992, p. 59)). In this mode1 it describes nine store image attributes, which contributes to image formation or to favourable/ untoward consumer attitudes towards outlets of various types. 2. 7 Shopping Centre Image Attributes AccordIng to Wee (1986) a basket of 27 att ributes was worked out though an examination of coefficient alpha values.It was thought to adequately represent the domain of shopping centre image. By grouping the 27 attributes into different categories, 8 major factors of the customers towards store image are come out for tranquillity depth psychology. Detail ofthe factor analysis is as follows- Factor 1 Recreational realise According to Wee, this factor accounts for 3 1 . 2% of the variance and incorporates most of the action at law oriented. These are, in descending order of leadings, a place to spend time, an in place to go, a place to go when the weather is bad, a place to take children and a place to eat or drink. Two feature related variables, ecor and spaciousness, also lead significantly and are unchanging with this interpretation. Factor 2 JJr Friendliness This enunciate was chosen to describe the group of variables laden with factor 2. Most of these attributes are features, which make the centre an easier and mor e 16 pleasant place to use. These attributes that are unique to this factor are the helpfulness of store staff, friendliness of the atmosphere, standard of security, toilet facilIties, seating subject field and air condoning. The two other attributes, place to eat or drink and a place to take children, load higher(prenominal) with factor i.Factor3 Stores It comprises the four attributes relating to stores at the center, rather than the centre itself. These rated the choice of major stores, the conformation of stores, the product selection available within the stores and the general quality ofthe stores. Factor 4 Quality of Environment It combines the four attributes relating to the coming into court and blueprint of the centre, namely, cleanliness, lighting, spaciousness and decor. Factor 5 Ease ofUse by Car It represents the level of accessibility to car users, who tend to be in the majority at this centre. t is possibly surprising that layout loaded within this factor, rather than factor 2 or 4. This could suggest that the layout of at very large centre is associated more strongly with accessibility than with the internal feature of the centre. Factor6 Others Factor 6 was labeled crowding incorporating the level of crowds and the number of undesirable characters. Factor 7, labeled ease of use by bus combines the hypothesis hours and access by bus this provides a reminder that opening hours are, 17 in effect one element of accessibility. but on attribute loads significantly ithin factor 8, the general leveL of prices. In this essay, survey will be conducted by using some attributes, which are mentioned above, for the analysis of the consumer behaviour of Whampoa. 18 3. What is a SltoppingCentre? The use of the world mall to describe a pedestrianised shopping street almost for sure originated in North America in ari effort to convey a greater sense of space, quality and elegance than is unremarkably associated with an arcade. Malls are usually covered and coarse enough to provide a cardinal sweep for planting, seating, fountains and other furniture.Although shops fronting an arcade are usually diminutiveer than those in a shopping mall, the basic difference between a mall and an arcade lies not in the types of shops found in them but in the volume of space between the frontages (Northen and Flaskoll 1977). The shopping centre is distinct from other forms of commercial retail development. It is a specialized, commercial land use and building type, which like a shot is found throughout the world but until the late 1 970s thrived primarily in America suburbia, occurring only rarely in downtowns or rural areas. Over the years, it has been ransformed from a suburban concept to one with much broader and varies applications (Shopping Centre Development Handbook). According to urban Land Institutes (1990), shopping centre is delineate as A group of commercial establishments, plotted, developed, owned, arid managed as a unit relate d in location, size and type of shops to the trade area it serves it provides on-site pose in definite relationship to the types and sizes ofthe store (James (1993, p. 3)). Recently, Urban Land Institutes has redefmed this definition so that a shopping centre must have a minimum of three commercial establishments, and, in the case of urban 9 shopping centres, their on-site set needs may be related not only to the types and sizes of the stores but also to the availability of of-site parkings and alternate means of access (Shopping Centre Development Handbook). However, it is not easy to derive a universally certain definition of shopping centre because of several(prenominal) reasons. Shopping centres range in size from a very few shops to those with one hundred number of shops, offering a full range of shopping provisions including large department stores, restaurants, supermarkets, entertainment facilities and parking spaces as well. 3. 1 The Principle ola ShopphigCentreThe succ essful of a shopping centre depends on many factors such as build and layout, its locatIon, its catehment areas, the way the business is run by the shop traders and whether there is any competition within the vicinity. Before constructing of the shopping centre, developer should understand the position of the centre in order to avoid competition with other centres The centre will depend on the size and the population to classify as partnership shopping centre or regional shopping centre. Also it will depend on the location that the transport can be reached together with visiting carparks.Then, developers should identify the role and function, and choose the most 20 suitable theme and signal groups of retailers and shoppers. For any type of shopping centre will play different role and provide different goods and services to the specified catchment population. A good shopping centre requires to strength its image by special features and good facilities. 3. 1. 2 Locationnfa Shoppin g Centre Location is one of the par pith important elements for a shopping centre, accessibility and visibility should be taken into account. The best location for a shopping centre should e located at strategic location in well-developed district such as area close to railway stations or any transport interchanges. Retailers will forthrightly up to run their business as high visibility and easy accessibility of a shopping centre will maturation the pedestrian flow also shoppers from other districts will be attracted to this centre. 3. 1. 3 Catchment state To defme the catchment area is one of the major factors affecting the success of a shopping centre, developer should understand the needs of customers, and tailor-made the design and different type of shopping centre will have different criteria for catchment area. . 1. 4 Accessibility and Interlink The key to a successnul shopping centre plan is to attracted more pedestrians as they are potential shoppers. The greater the con centration, the mitigate the shops will be run their business. The urban center Plaza at Taikoo Shing and New town Plaza in Shatin, pedestrians have passed through the shopping centre 2 the provision of covered footbridge linking to all shopping centres is an example of diverting the pedestrian flow. The more time the shoppers stayed in the shopping centre, the more chance they spend.The trades of the retailers must make special arrangement, so that shoppers visit all split of the shopping centre will not feel tired and lose their interest. 3. 1. 5 Ten ant Mix option of well-known brand names and anchor tenants is critical to strengthen the centre and assembling to others as pulling effect may be result by such tenant. It can also attract shoppers to visit all parts of the centre and amplify the attraction ofprospective customers. However, the routing of centre should be well designed and balanced for all retailers.The success of a shopping centre may rely on proper designa tion of trades in its appropriate locations to create pedestrian flow to induce shoppers. In addition, a trade balance is also good for a shopping centre. Apart from cater the local needs, anchor tenants may attract more shoppers. Major tenants such as department stores, supermarkets, large Chinese and western restaurants, chain stores and entertainment facilities such as iceskate field and cinemas. Beside the desigiated trades, some criterion for different trades should be considered. a) licensing requirements such as food premises require the provision of drainage, extra water supply and exhaust arrangement (b) eleclricity supply for fast food shop and large consumption of electricity imdes 22 (e) air conditioning for some trades require addition cold water and (d) alkali freightage will be considered for some trades that require installing heavy machines. 3. 1. 6 DecoratiGn hi order to attract tenants run their business in the shopping centre, the decorations should be glamo ur and attractive to induce potential and anchor raders. The layout of the shopping centre is a key factor in stick out and increasing the business promising. In addition, it is also ensured that customers could be convenient and easy to follow the route the signages are easily to identify, so that to attract them from one end to the others, and from the first floor to the second, third and up to the quaternate floor, etc. Furthermore, any dead-end to be avoided, and harmony standard in design and layout of the shopping centre should be included the design of the shopfront entrances and finishes. . 1. 7 Sliopfront measurement glass panels are installed in the front of each shop, which enable tenants to display their products or demonstrate the services to be provided in order to attract customers. To maintain a continuity and uniformity of the shopfront, all tenants are requested to make use of the alloy window dressing above the glass panels to place their trade name and logo. 3. 1. 8 Entrances The entrances for a shopping centre must be as attractive as possible locations 23 must be at a concentration of pedestrian flow.In addition, a successful shopping centre should provide enough customers flow especially in peak hour and season, and each entrance should be conspicuous and brig1t enough to draw attention of the pedestrians arid passers-by. It also is as wide or grand a possible so as to produce an elegant or classic image in order to impress both tenants and shoppers. A narrow entrance gives an hot outlook and is unattractive. 3. 1. 9 Finishes The finishes should make customers feel comfortable, in which colour should be populateent with the theme of the shopping centre.The outdoor(a) yowl facade of the shopping centre should be furnished with pink and yellow tiles together with tempered glass glazing, in which light coloured materials could brighten up the behavior of the shopping centre. For internal wall facade with the corridors, mirrors shou ld be installed on the wall. It makes customers feel more comfortable as space in the corridor looks like arger. In addition, in the prominent places, the wall should be covered by stainless steel, porcelain enamel or surface metal cladding. Furthermore, floors could be applied ceramic tiles and granite tiles in the open areas.However, for those areas in the centre of the shopping centre could pave granite slab and dainty homogenous tiles to upgrade the shopping centre. Finally, the preposterous ceiling with light trough could be covered the ceiling. 3. 1. 10 Signage System In order to direct pedestrian flow and strengthen the identity of the shopping 24 centre, a sizable name of the shopping centre with logo should be put in the external wall in which is easy eye-catching for the customers. In addition, an external advertising paniel for anchor tenants should be installed on the Mall facade the main street.Furthermore, name of the tenants is shown in each floor together with a guide map, directories showing each tenant at each floor on the wall near the escalators and staircases. Main directories showing tenants under different trade groups can be installed at the main access to facilities customers to identify and locate specified trade more easily. However, restriction must also be imposed on the size, colour and method of illuminating the signboards so as to obtain a better appearance as a whole. The amount of wording used and the size of letter should be strictly controlled. . 1. 11 Marketing Marketing in which plays an Important role In the retailing business. the chief target is provided a pleasant environment for the customers to spend their money, while tenants to promote their sales. The duty ofthe marketing people must realize that the rapacious advertising and promotion fight downs required huge amounts to pay for such activities. In addition, the on-going market analysis to explore the ever changing of market conditions, customers behaviours , purchasing power, attitude, social audition and trend should be studied to hold the change.Market exposure is an important to gain the latest market intelligence, so that pro-active strategies could be suppose to strike for survival and expansion. 3. 1. 12 Management 25 A successful centre can also be attributed to an efficient and effective management management a centre is a challenging role that requires all ski11s knowledge of a overlord Management Company. From the shop tenants point of view, they want reasonable profits, while from the customers point of view they expect an attractive, comfortable and constant flow of traders.Due to face with ever changing environment, high expectation from the tenants and customers, and the competitiveness in the vicinity, it is essential that effective and efficient management together with innovative marketing concepts should be adapted. 3. 1. 13 Promotion The centre should be designed to strengthen promotional and humanityity activ ities with an aim to draw the publics awareness to generate profession and patronage, so as to create special sales. More creative and innovative promotion activities, free coupons for shopping arid particular prize winning events will be introduced.In additIon variety show features and normal artists will be invited during holIdays. Promotion campaign will include to work out promotional programmes schedules to be linked with the theme of the centre to arrange seasonal and festival decorations to issue shopping guide, display panels and newssheet to maintain a web site to publicize information and activities relating to the Mall arid arrange gatherings and meetings with shop tenants, district Councils and alliance groups. oTu) ifs s sjflfl 26 Much of the impetus for shopping centre development came from USA and by the id-1950s three main types of shopping centre had been recognized by developers, architects, plamiers and geographers (Dawson 1983). Shopping centres were earlie r divided into three principal types neighbourhood, community and regional recently, the development of specialized markets opportunity, numerous types of shopping centres have evolved. The acceptance of this three-fold potpourri has become one of the established truths of modern urban geography and remained in common use despite the subsequent development ofmany centres which clearly do not fit any ofthe three ategories. The classification has become less meaningnzl because there are increases in the numbers of centres arid the irmovations in tenant policy design, location and development practices (Dawson 1983). The increase in hybrid shopping centre makes the types of shopping centres difficult to distinguish accordingly the major tenant classifications and to a lesser extent the centre size and trade area determinate the type of centre. 4_ ff1rf irn i The neighbourhood shopping centres provide for the sale of convenience goods such as food, drugs, sundries and personal servi ces.This centre is usually based on a supermarket and covers a wide range of convenience goods including personal services such as laun run dry, dry cleaning and shoe repairs. It serves a localise catchment population less than 50,000. (Planning Department, 2001). It provides convenience goods and services which 27 consumers needs immediately and frequently. Shoppers as a rule find it most convenient to buy such goods and services near home or near workplace. Majority ofthis shopping centre is located in public housing estates. Most are less than 30,000-100,000 square feet (Shopping Centre DevelopmentHandbook, 1999). exemplary Gross Leasable area is 50,000 square feet. Shopping centres locate in public and private housing estates are typical example such as Metiopolis Plaza locates at Sheung Shui near the Kowloon Canton Railway. The shopping arcade is on level I and 2 just underneath the three domestic blocks, with 60 shops of a total rentable area of 56,433 square feet. There are 129 private car and i i 9 bicycle parking spaces respectively. The centre is also accessible by public bus, public light bus and machine politician, In addition, there are 22 lorry carpark spaces and 2 cargo lifts for loading and unloading.Between level i and 2, there are 2 escalators for customers. The centre is satisfied for local residents need as it includes food &038 beverage shops, convenience shops, boutique shops, shoes and whip shops, electrical appliance shops and others. 3. 2. 2 The Crnmnunity Shopping Centre Community shopping centre is built around a smallish department store or variety stores as anchor tenant. In addition to a supermarket provides convenience goods and offers a wide range of comparison goods and personal services. It usually locates in new town centre with convenient transportation network and erves a catehment population of about 50,000 to 1,OOOOOO (Planning Department, 2001). The range of the area is 100,000-450,000 square feet (Shopping Centre Development Handbook, 1999). Typical Gross rental area is 28 150,000 square feet. This type of shopping cenfre also offers greater depth and range of merchandise and goods than neighbourhood shopping centre. It provides certain categories of goods, curiously commodities, which are less likely to be found in regional shopping centre. It attracts shoppers through the provision offull range ofshopping faciLities and goods. The important attraction ofthis kind f centre is usually the department store or some anchor tenants like ParkN crack Store, McDonalds Restaurant and Maxims Chinese Restaurant. On the other hand, neighbourhood shopping centres have potential power to be a community shopping centre as their sizes and populations are strong enough to support them, just as some community shopping centre can expand into regional shopping centre. Therefore, the position of community shopping centre is the in-between centre, and it is hard to categorize. Tuen Mun townspeople Plaza and Shatin New township Plaza, Telford Garden in Kowloon Bay are categorised as regional shopping centre.Shopping centres in Hong Kong such as Hang Fa Chuen in Chai Wan and City plaza in Taikoo Shing with several residential blocks in the vicinity, are categorized as community centres. 3. 2. 3 The Regional Shopping Cenfre Regional shopping centre usually has one or two full-line department stores, and the size can be range from 300,000 to 900,000 square feet, which can be served more than 150,000 populations. This type of shopping centre is a comparison work centre, customers are visited on a regularly period or 29 occasional shopping trip to purchase goods such as fashion, shoes, furniture nd electrical appliances customers usually make the prices comparison in advance they buy. It usually serves Hong Kong people as a whole. It includes local residents, office people as well as tourists. For example, Landmark at Central, it provides consumer durable goods, personal services as wel l as entertainment. The catchrnent area of this centre involving into different district areas and serves for large group of population. Shopping centres such as peace-loving Place, Landmark, Time Square at furnish Bay arid Ocean remnant at Tsim Sha Tsui and Festival Walk that serve for people in different districts. . 2. 4 Specialty Shopping Centre J_n Hong Kong, this kind of shopping centre represents relatively small categories of the market, typical example such as golden Shopping Centre in Shamshuipo for various types ofcomputer ironware and software system. Golden Shopping Arcade is suited at hankering Chow Street and Kwei Lin Street in Shamsbuipo district. It is just a few stairs away from the Shamshuipo Mass Transit Railway station, and public buses, public light buses and taxi can also be accessed. There are about 70 shops occupying two levels of the arcade. Beside he retailing shops, there are shops selling computer hardware and software of various brands and models. No matter new and experienced computer users, the arcade attracts them as the centre provides various software and hardware at lower prices. 30 3. 3 The Development f Shopping Centre According to Schiller, i 985, the term of shopping centre is ambiguous in Britain. It can mean either a comprehensive shopping development, as it does it most other countries, or a clustering of conventional shops in a town centre. Town centre can include planned and unplanned retail areas however shopping centre is often oosely used to mean a group of shops, which has been designed, planned, developed, owned, marketed and managed as a unit. Shopping centre is a planned assemblage of shop units which may or may not exist as part of sopping district, in which a shopping district can consist oftwo or more shopping centres. In Britain, many town centres has been developed as a shopping centre. According to McGildrick &038 Thompson, 1991), the big suburban expansion in the last thirty to forty years has produced the features of urban landscape usually associated with the term Shopping Centre, but the British residential sprawl