9922618 Emily 論文寫作二 version 3


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9922618 Emily 論文寫作二 version 3

  1. 1. Mall shopping behaviour of Indian small town consumers<br />Presentor: Yi Fang Emily Chao<br />Instructor:Dr. Pi-Ying Teresa Hsu<br />Date: May 11th , 2011<br />
  2. 2. Citation<br />Khare, A. (2011). Mall shopping behaviour of <br />Indian small town consumers. Journal of<br />Retailing and Consumer Services, 18,110-118.<br />2<br />
  3. 3. Contents<br />Introduction<br />Literature Review<br />Methodology<br />Results<br />Conclusion<br />Reflections<br />3<br />
  4. 4. Introduction<br />Shopping malls have become a part of a contemporary consumer shopping culture where the diverse shopping behavioural needs are addressed.<br /> (Ahmed et al., 2007 ;Eden, 2006 )<br />4<br />
  5. 5. Introduction<br />The consumers attitude and behaviour in the smaller cities, thus becomes and important determinant in planning the layout and ambience of these malls.<br />5<br />
  6. 6. Contents<br />Introduction<br />Literature Review<br />Methodology<br />Results<br />Conclusion<br />Reflections<br />6<br />
  7. 7. Literature Review<br />Aesthetics<br />Convenience<br />Escape<br />MallAttributes<br />Social<br />Flow<br />Role Enactment<br />Exploration<br />7<br />
  8. 8. Purposes of this study<br /><ul><li>To understand consumers’ perception of mall attributes and its</li></ul> impact across gender and age groups<br /><ul><li>To understand consumers’ mall shopping behaviour in Indian small</li></ul>towns<br />8<br />
  9. 9. Purposes of this study<br /><ul><li> To understand the mall shopping behaviour of a small town shopper</li></ul>who has not had (or had limited) access to organized retail formats <br />and has been accustomed to shopping in traditional retail formats<br />9<br />
  10. 10. Contents<br />Introduction<br />Literature Review<br />Methodology<br />Results<br />Conclusion<br />Reflections<br />10<br />
  11. 11. 11<br />India<br />
  12. 12. Methodology<br />12<br />
  13. 13. Questionnaire<br />1<br />5<br />Stronglyagree<br />StronglyDisagree<br />Aesthetics : 5 <br />Escape : 5<br />Flow : 5<br />Twenty-Seven items<br />Five-point Likert Scales<br />Exploration : 4<br />Role Enactment : 2<br />Social : 2<br />Convenience : 4<br />13<br />
  14. 14. Table 1<br />Chronbach alpha values for mall shopping behaviour<br />
  15. 15. Table 2<br />Age break-up<br />15<br />
  16. 16. Contents<br />Introduction<br />Literature Review<br />Methodology<br />Results<br />Conclusion<br />Reflections<br />16<br />
  17. 17. Table 3 ANOVA Gender<br />H1: The consumer attitudes towards mall attributes that influence their behaviour<br />vary between the two genders.<br />17<br />
  18. 18. Table 4 ANOVA for gender on Role and Social shopping variables<br />18<br />
  19. 19. Table 2<br />Age break-up<br />19<br />
  20. 20. 20<br />
  21. 21. Definition<br />Post-hoc tests:事後比較測驗<br />Post-hoc tests (or post-hoc comparison tests) are used at the second stage of the analysis of variance (ANOVA) or multiple analysis of variance (MANOVA) if the null hypothesis is rejected. The question of interest at this stage is which groups significantly differ from others in respect to the mean or, in case of MANOVA, in respect to centroids. The Bonferroni adjustment and the Dunn test are examples of post-hoc testing procedures. See also multiple comparison .<br />21<br />
  22. 22. Group A<br />Group B<br />Group C<br />Group D<br />Result<br />22<br />
  23. 23. H2: The consumer attitudes towards mall attributes that influence their behaviour<br />vary between different age groups.<br />23<br />
  24. 24. Contents<br />Introduction<br />Literature Review<br />Methodology<br />Results<br />Conclusion<br />Reflections<br />24<br />
  25. 25. Conclusion<br />The lifestyle of the small town shopper is different from that of bigger cities.<br />Most of the people cannot spend large amount of money on branded products or entertainment offered at the malls.<br />25<br />
  26. 26. Conclusion<br />The typical small town shopper is still comfortable doing their shopping from the traditional retailer<br />However malls have opened a new dimension to entertainment and shopping.<br />26<br />
  27. 27. Contents<br />Introduction<br />Literature Review<br />Methodology<br />Results<br />Conclusion<br />Reflections<br />27<br />
  28. 28. Reflections<br />The research was conducted only on the consumers of one city.<br />The income, occupation, and education of the consumers has not been included in data collection.<br />The study didn’t tell how long it took to do the survey.<br />28<br />
  29. 29. Reflections<br />The researcher explained the seven mall attributes clearly.<br />The study included the age generations (from 20 to over 50).<br />The researcher gave some advices for the mall managers.<br />29<br />
  30. 30. Positive thinking <br />and Love <br />You deserve the Best!<br />30<br />
  31. 31. Thank you for listening.<br />31<br />