The relation between the customer behaviour and
shopping centre promotion
Issue Date 22/3/2012
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
Submitted in partial fulfillment of the requirements
for the degree of Master of Housing Management
The University of Hong Kong
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.
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
Deposited by the Author
ti Am and objectives
I .4 Implication of the study
Customer behavior and shopping centre
Dynamic customer behaviour
2.2 Why people go shopping
2.3 Factors affecting shopping behaviours and motivations
2.5 Goal and characteristic of customer
2.6 Conceptual models and customer characteristics
Huff1s topological model (1960)
Timmermans' conceptual model (1982)
Sheth's integrative theory
18.104.22.168 ShoppIng motives
22.214.171.124 Shopping option
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
3.1.2 Location ata shopping centre
3.1.4 Accessibility and interlink
The neighborhood centre
The community shopping centre
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