The Relation Between the Customer Behavior and Shopping Centre Promotion

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Title The relation between the customer behavior and shopping centre promotion

Author(s) RISHI

The relation between the customer behaviour and
shopping centre promotion

Citation

Issue Date 22/3/2012

URL

Rights

2002

http://hdl.handle.net/10722/28778

The author retains all proprietary rights, (such as patent
rights) and the right to use in future works.

The Relation between the Customer Behaviour
and Shopping Centre Promotion:

A Case Study of Whampoa Garden

TSE Chun Wai

DISSERTATION

Submitted in partial fulfillment of the requirements

for the degree of Master of Housing Management

The University of Hong Kong

December 2002

DECLARATION

i

declare

that

this

dissertation,

entitled

The

relationship between the customer behaviours and
shopping centre promotion: A case study of Whampoa

Garden, represents my own work, except where due
acknowledgement is made, and that it has not been
previously included in a thesis, dissertation or report
submitted to this University or other institution for a
degree, diploma or other qualification.

un Wai

Acknowledgement

This paper intends to show the relationship between the customer behaviors and shopping centre promotion, to understand the problem of the shopping

centre by studying the customer behaviors and examining the shopping promotion strategies.

Firstly the author sincerely thanks Mr. Bonny Chiu who has worked ¡n Whampoa Garden ¡n the property management department, for his assistance ¡n providing information about the details of Whampoa Garden and promotion strategies.

Secondly, thanks must be expressed to Ms. Candy Lam and Ms. Jessica Wong; classmates of Master of Housing Management have given valuable information regarding the shopping centre under their management.

Thirdly, the author must also thank Ms. June Yau and Mona So for helping with word processing and production of the final typescript and proofreading.

Finally, the author wants to thank Dr. Eddie Hui, the supervisor of this dissertation, for his valuable guidance and support in the research of this paper.

THE UNIVERSITY OF HONG KONG
i. I Il W

ir .J

Thesis Collection
Deposited by the Author

Contents

Acknowledgement

Abstract
1.

Introduction
ti Am and objectives

p.1

1.2 Methodologies
1.3 Researchmethod
I .4 Implication of the study

1.5 Sourceofdata
2.

p.2
p.3
p.3
p.4
P.4

Customer behavior and shopping centre

p.5

2.1

The definition

ofcustomerbehaviour

Dynamic customer behaviour
Interaction
Exchanges
2.2 Why people go shopping
2.3 Factors affecting shopping behaviours and motivations
2.4 Changingofshoppinghabit
2.5 Goal and characteristic of customer
2.6 Conceptual models and customer characteristics
2.1.1
2.1.2
2.1.3

2.6.1

2.6.2
2.6.3

2.6.4

Huff1s topological model (1960)

Timmermans' conceptual model (1982)
Sheth's integrative theory
2.6.3.1 Choicecalculus
2.6.3.2 ShoppIng motives
2.6.3.3 Shopping option
Lindquist(1974-1975)

3. What is a "shopping centre"?
3.1 The princìple of a shopping centre
Identification the positioning, role and function of a shopping 3. 1 1
centre
3.1.2 Location ata shopping centre
3.1.3 Catchmeritarea
3.1.4 Accessibility and interlink
3.1.5 TenantMix
3.1.6 Decoration
Shopfront
3.1.7
Entrances
3.1.8
3.1.9 Finishes
3.1.10 Signagesystem
3.1.11 Marketing
3.1.12 Management
3.1.13 Promotion
.

3.2 Typeofshoppìngcentre
3.2.1

3.2.2

The neighborhood centre
The community shopping centre

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.23
p.23
p.24
p.25
p.26

32.3

The regonaI shopping centre
3.2.4 Specialty shopping centre
3.3 The development of shopping centre
3.4 Dev&opment of shopping centres in Hong Kong
3.4.1
Fìrstphase
3.4.2...
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