Marketing Research Techniques Department Store Project

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RAFFLES INTERNATIONAL INSTITUTE

INDIVIDUAL ASSIGNMENT

TITLE: DEPARTMENT STORE PROJECT (STATE DEPARTMENT STORE)

SUBJECT: MARKETING RESEARCH TECHNIQUES
AND TO
MR. VICTOR SHAN KO, MBA
LECTURER

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE ADVANCE DIPLOMA PROGRAMME BY
NAME: SOYOMBO BILEGSAIKHAN

DATE: 19/03/2012
Table of Contents
1.0 Introduction3
Primary Research4
2.1 Purposes4
2.2 Like5
2.3 Dislike6
2.4 Areas7
3.0 Observation8
4.0 Recommendation9
Reference10

1.0 Introduction

The State Department store is the largest shopping mall in Mongolia, a leftover of the Soviet occupation. It was established 91 years ago, in 1921. It is the biggest shopping center in Mongolia, with 35000m2 space. In www.lonelyplanet.com State department store is #30th thing to do in UB out of 194. Known as ikh delguur or 'big shop', the State Department Store is virtually a tourist attraction in itself, with the best products from around the city squeezed into one building. The department store is one of the main attractions in the city and focuses on providing excellent services and world-class shopping experiences in chic and sumptuous environment. State Department Store’s common features are that they are focused on the customers meeting with the high quality of the products range in the pleasant environment and customer service. Also they serve the customers through well located 25stores in Ulaanbaatar city. The biggest one is State Department Store. All of our customers have high expectations for services, knowledge, differentiated and the latest products with highest quality. We are introducing the newest and the latest fashionable, stylish and good quality goods in a pleasant and luxury ambience. Floor planning of the department store is:

The main floor is filled by of Nomin Supermarket, glorious brand watches and jewelries and also in their outdoor they locate the cars of their Nomin Motors. Customers are really satisfied by reconstruction of the main floor. Based on reviews people think that the Store designs are became more high-class than before look. •The second floor is for women. They represent the best cashmere and wool ready to wear products for women and men, also cashmere products are surrounded by well-known brand products merchandised by Nomin fashion. Of course if this floor is for women then probably footwear will be included. •The third floor carries an incredible selection of brand-name apparel and ready to wear for men’s and children’s clothes, accessories and sports wear from contemporary fashion to quality basics for “Shoes Gallery” – wide selection of shoes and leather goods boutiques for men. •On the fourth floor they offer a broad range of home accessories and textiles, bath and beauty products, furniture, as well as home accents on the forth floor along with camping and fishing gear store. •On fifth floor they have Fitness club along all kind of electronic goods. •On sixth floor customers can enjoy the time and rest by having some meal with driks. Behind the food courts they have the biggest book store which is divided into many topics of books.

Primary Research
The results of following research show the purposes of going to State Department Store. This include whether customers are willing to shop there or not. In this primary research, researcher questioned 32 customers. 2.1 Purposes

It shows that most customers go to Sky Shopping Center because of presence of supermarket with 22%. Followed by Location with 19% and eating out with 16%. Since Sky Shopping Center is near the hub center of Mongolia, it attracts many customers. Specifically, Sky Shopping Center opens at 9 a.m. in summer time and closes at 10:30 p.m. However, in winter time store opens at 10a.m. and closes at 10p.m. This might affect the trend.

2.2 Like
Furthermore, the result of following research shows what customers are happy/like about Sky shopping center. The...
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