Page 1 Group Assignment Semester 2- 2016 T.docx

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Group Assignment
Semester 2- 2016
Topic name: Business Research Methods and Projects
Topic code: BUSN 9254(B)
Due date: 17/11/2016
Group members:
2145653 Sai Sai Ge
2159907 Lovish
2139318 Abdulmajeed Saleh
2149740 Beatrice
Karan

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Table of content
Executive summary
...............................................................................................
................ 3
Research objectives
...............................................................................................
............... 3
Literature Review:
...............................................................................................
.................. 4
Methodology
...............................................................................................
.......................... 6
Findings and discussion
...............................................................................................
......... 8
Conclusion
...............................................................................................
........................... 13
Recommendation and limitation
.......................................................................................... 14

Reflection
...............................................................................................
............................. 15
References
...............................................................................................
.......................... 16
Appendix I SPSS Application based on Objective 1) & 2)
................................................... 18
Appendix II SPSS Application based on Objective 3) & 4)
.................................................. 18
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Executive summary

This report provides an investigation and analysis of the current
and prospective
attractiveness of the mall attribution, the authors focus on the
study of the Convenience and
Entertainment factors from the questionnaire, to different
demographic customers group
(Gender and Age). Methods of analysis include data comparing,
horizontal and vertical
analyses. Other calculations include data analysis: frequency
analysis and SPSS application
in appendix. All calculations can be found in the report. It
shows that the male customer’s
preferring of the entertainment factors, and but female would
consider more about the
convenience factor. In particular, comparative performance is
that where all the customer
want the convenience which are essential factor to decide
whether if they would like to go to
the shopping mall and shopping time; on the other objectives,
younger customers would more
prefer entertainment, the elders would considered more about
convenience factors.
Through this report be will find all the importance and

prospects of the shopping mall. It will
explained all the factors and major the weakness. The report
also includes the
recommendation and the limitation.
Research objectives
The last few decades has witnessed the significant development
of the shopping mall.
According to the International Council of Shopping Centre of
Australia (2016), it has become
the indispensable aspect to both the customers’ lifestyle and the
retailer and suppliers’
aspects; the total retail turnover was $120 billion in 2014, take
a pretty big percentage of the
Australia GDP.
There are many elements that affect shopping behaviors, such
as, location, price, gender, age
and such. This paper will focus on the identify and discuss the
relationship between
demographic (gender and age) factors and the convenience and
entertainment factors of the
shopping mall by discuss the customers’ preference, and
monetary and temporal spending

dimension in the shopping mall.
There are two major objectives, which are:
Objective 1)
Would the male customers be more attractive to the convenience
factors comparing with
female customers?
Objective 2)
Would the male customers be more attractive to the
entertainment factors comparing with
female customers?
Objective 3)
Would the younger customers be more attractive to the
convenience factors comparing with
older customers?
Objective 4)
Would the younger customers be more attractive to the
entertainment factors comparing with

older customers?
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Literature Review:
Shopping malls is a one stop solution to provide customer huge
collections of variety of
shops under one roof. One of another key factors that are
attracting the customers is window
shopping. Human psychology has been analysed and found that
people end up buying things
at a random in shopping malls; even they purchase things that
they have not planned (Roy
2011). Shopping malls also provide a pleasant and soothing for
their customers. Shopping
malls are air conditioned which removes the tiredness of the
customers while shopping and
enables them to shop more and more, shopping malls are
pollution and hustle free. (Ismail
2007).
Objective-1:
Convenience and accessibility plays a significant role while
choosing a shopping mall. The

research found that female consumers are more attracted
towards the convenience factor than
in compare to the male customers. The female customers have
the tendency of more enjoying
the shopping behavior compare with the male, and the research
indicates that female
customer shopping is less purpose and more time-consuming.
(Susan & Robert, 2002) As
mainly because the consumers are now undertaking more and
more multi-purpose shopping
trips and in general it can also be seen that they prefer the
shopping center. (Eroglu et al.
2005).
It is assumed women are more inclined towards shopping
compare to men and so hence the
female customers are finding convenience more attractive. The
increased amount of working
hours has also changed the perceptions of the consumers.
According to some researchers it
can be found the significant increase of the female working time
compared with previous
decades, however female also take great responsibility of the
household in the family.

(Elisabett, 2015) The convenience also served as the third most
significant and important
influence over the satisfaction and the fifth largest influence
over frequent mall visit by the
female customer. The convenient location of the mall provides
greatest advantage for the
customers as they can easily get the necessary grocery products
of regular use. (Mooradian,
1996) Males customer would easy get what they wanted in the
convenient shop indeed of
spend another trip to the shopping mall, on the other hand there
is also figures indicate more
male spend more time in the mall these days. (Change & Yeh,
2015) However, men and
women seem to relate the material possession differently, in
nature, female customer would
spend more time and have more purpose than male customer in
the shopping mall. So the
authors assumed that female would pay more attention on the
continent factor.
Objective-2:
It also has been examined that the effect of physical
environment of the shopping mall on the

consumer were viewed as the place which is not only meant for
shopping but also for the
activities related to all sorts of entertainments. After
researching it has been found that both
male and female customers enjoy the services related to
entertainment which is provided by
respective shopping malls, which includes the massages, nail
and make-up services, haircuts,
and cinema. Some research shows the male customers seem to
be more attractive towards
the entertainment factors then in compare to the female
customers. (Campbell, 1997)
Nowadays it can be seen that the shopping mall tends to be
more leisure driven than the
shoppers in the beginning of the 1990s. There are also two most
important explanations
presented for the entertainment that are being associated with
the different forms of
attributes. The consumers especially the male consumers are not
at all homogeneous and not
all would enjoy the shopping behavior itself, therefore they may
tend to perceive the
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entertainment of the time spending, which is entirely different
in terms of their importance
and meaning.
Entertainment is very much important for the shopping centres
as because it provides a sort
of excitement and fun shopping experience along with
relaxation for the customers (Hu et al
2007). Hence it can be assumed that entertainment has a
positive effect on the shopper
satisfaction, especially for male customers.
Objecitve-3:
According to the study it can be found that the old customer are
more attractive to the
convenience factors because the old customers always wants to
travel less and they preferred
the malls and stores to be situated near by their home. The elder
customers according to a
thorough study have been found that they mainly focus upon the
qualities of apparel comfort,
high quality and value, in this case the convenience indicates
the wider meaning of the word.
Even they also provide authentic products and ethnic attire in

where they are more likely
wants to participate in the local activism. (Ng, C.F 2003).
Generally according to the comprehensive study of the elder
customer behaviors, the elder
customer remain loyal to one particular brand and stores, and
they would visit more than
once in a week, (Lewis, 1990) which in another word, they
would be loyal to one shopping
mall nor far away from their accessibility. Additionally the
older customers also more likely
wants to accept the substitute products unless they have to. The
majority of the older
customers are also not inclined towards buying the foods. It can
also be seen that the older
people use shopping malls as their venue for exercise and
entertainment and they put less
focus on making purchases (Gunter 2016). Form the aspect of
the younger person, in nature
they would love to enjoy the adventure of the new things and
explore more places, which
according to Kim et al (2003), the teenager would less focused
on the convenience but on the
other hand, they would consider the accessibility if they do not
have the car. In summary, it is

still reasonable to think that both group of customer are pay
attention of the convenience
factor.
Objective-4:
It is quite obvious that the younger customers are more attracted
or inclined towards the
entertainment factors in compare with the old customers as
because according to the research
work it can be seen that the younger generations are more
inclined towards food courts and
movie theatres. The children especially wants to visit ice
skating rink, horror show, children
amusement park and also wants to take part in different types of
entertainment which is
relevant for the shopping centers. The researcher also concludes
that the younger customers
often visit the shopping centers for social and entertainment
purposes. Nowadays it has been
seen that Youngers go to the shopping malls for shopping
purpose and also for spending time
with their friends and family. It has been seen that shopping’s
malls has also became a place

for spending their leisure time with friends. (Anselmsson,
2006)
Most of the younger customer spends their maximum time in
food court and mall stores as
hanging around here and there and try to spend a good quality
time with their friends and
family. Further analysis also revealed that the younger
customers are more favorable towards
the dispositions and shopping orientations towards the mall and
then somewhat to the older
respondents. Even the study shows that the older segments of
customers are more objective
rather than the socially motivated to consume (Panwar et al
2016). It can also be found that
the objective motivations towards the consumption also predict
that an individual consumer
perception is not inclined towards the entertainment purposes
than in compare to the younger
customers. However, considering the elder would have more
free time than Youngers, it is
very clear that entertainment factors would be very important
for both group.
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Methodology
This chapter of the study focuses on the research procedures,
rationale, and processes that
will be used to carry the field research on the identification of
the relationship between
demographic factors and shopping attraction.
Research Design
The study will implement a qualitative design that will focus on
the use of quantitative data.
The qualitative design would include the collection descriptive
data involving the opinions,
perceptions, and attitudes of the respondents from the
questionnaires and coded into the
quantitative data, which satisfied the collection of descriptive
numerical data. The advantage
of using quantitative methods design is that it provides easily
quantifiable information that
provides a straightforward analysis of the subject matter.
(Oppenheim, 1996)
Data Collection
The study will use primary data that will be collected through
the use of questionnaires. The

primary data collection methods are used to get first-hand and
up-to-date information
regarding the subject matter. As such, the quantitative data from
the survey will be obtained
inform of answers to the distributed of questionnaires. The
survey questions are closed-ended
in a manner that leads to a definite and predetermined answer
from a set of alternatives
provided. The use of questionnaires and closed-ended data
collection questions forms a
strong basis for the quantitative research design. The
questionnaire had structured as well as
the semi-structured design of questions. Notably, the questions
were formulated in a manner
that permitted easy responses and provided adequate time for
the respondents to answer the
questions. The formulation of the questionnaires evolved the
use of close-ended questions
that resulted in selective the most appropriate option from the
multiple choices set of
alternatives. A brief introduction was made to the respondent
before administering
questionnaire with the aim of explaining the contents of the
questionnaire. Consequently, it

permitted the flow of information from the less confidential and
detailed data to more
confidential and detailed information. The confidentiality would
be assured to the respondent
through a letter of transmittal that accompanies the
questionnaire.
The Study Sample
The participants were selected randomly from a population of
frequent shopping centres
customers. The sample was being brought up by randomly
selecting customers going for
shopping and asking them to take part in the research. The
random-based sample selection
criterion is effective in the elimination of bias and ensuring
representativeness of the sample.
The elimination of bias ensures that the study provides an
objective and valid conclusion,
while representativeness ensures the information provided fits
the state and various
characteristics of interest of the population under study. The
study was based on five malls
namely; Marion, Harbour Town, Rundle Mall, Burnside Village,
and North Adelaide Village

and 500 respondents from a population of customers.
Data Analysis
The data analysis procedure entails three main processes
namely; the data reduction process
that reduces the bulk in information collected to concise, useful
information, data
presentation that entails the representation of the condensed
data into facts aided by
diagrammatic features, and lastly drawing of conclusion based
on the information collected.
The Excel software will also be useful in analysing the
descriptive and numeric data. The
analysis will employ descriptive analysis of the quantitative
data. The analysis will entail
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consideration of every aspect of interests from demographic
data to shopping tendencies and
consumers’ behaviors.
Descriptive analysis

Descriptive analysis is used in the study to describe, summarise
and reduce data into
significant meaningful information. Descriptive statistics are
used in this research to provide
measures of central tendency and the spread of data. As such, it
provides sufficient
information regarding the variability of data in terms of mean,
mode, and standard deviations.
The information regarding the maximum and minimum variables
are also useful in this study.
Addition of Tables and Chart
Tables and chart are used in the visual representation of data. In
this case, the data are
categorised based on the gender of respondents. In addition, the
information represented in
The tables and charts are provided in the form of proportions
and percentages. The data
represented gives measures of consumers’ preferences based on
convenience and
entertainment.
Description of coding approach Information On demographic
distribution

Information regarding the demographic distribution of data
based on respondents preferences
of shopping centres in terms of convenience and entertainment.
The analysis based on
entertainment and preferences will provide sufficient
information to determine whether a
location is the main determination of shopping attraction to
money spending. In this case, the
shopping centres are assigned numerical numbers to represent
them and the responses on the
preferred shopping location is simply given as a number. Such a
coding technique ensures all
information is numerical and easily quantifiable.
Descriptive and statistical analyses
The descriptive analysis is facilitated through the use of
summative values. In this case, the
data is categorised regarding gender and the proportion of the
responses based on two
demographic variables (convenience and entertainment). The
used coding technique assigned
the number one to male and two to female respondents
providing a categorical (Male =1,
Female=2) variables for the study. The use of such a technique

facilitates data analytic
procedures. In addition, non-response was accorded the number
zero, while a number one
denoted the fact that the respondent gave his response to the
survey (1: respondent chose the
response, 0: respondent did not choose the response).
Additionally, one respondent was
allowed to submit multiple responses.
Information regarding demographic distribution –Descriptive
analysis
The demographic distribution of the shopping centres’ location
is analysed based on
consumers’ preferences on entertainment and convenience. An
approach provides
information on whether consumers choose a given shopping
centre due to conveniences in
terms of accessibility or because of the quality of entertainment
offered. The descriptive
statistics are used to obtain information regarding the total
sums, and gender-based
distributions. Comparative analysis will be used to determine
the most appealing
demographic aspect that influences shopping tendencies of

consumers. The findings obtained
showed that male and female respondents have different
opinions regarding demographic
factors that influence shopping attraction to money spending.
These findings revealed that
most female respondents are inclined towards convenient
shopping tendencies, while their
male counterpart’s priorities on the quality of entertainment
offered in their respective mole.
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Findings and discussion
● Gender and Shopping Mall Attractiveness (Convenience and
Entertainment)
Values
Row Labels
Preference of
Entertainment
Preference of

Convenience Sum of Gender
Male 124 118 239
Female 139 132 518
Grand Total 263 250 757
Table 1: DATA ANALYSIS- Profile of responding consumers
based on gender
Row Labels
Percentage of preference
of Entertainment
Percentage of
preference of
Male 16.38% 15.59% 31.57%
Female 18.36% 17.44% 68.43%
Grand Total 34.74% 33.03% 100.00%
Table 2: Frequency Analysis - Profile of responding consumers
based on total customers

Row Labels
Percentage of preference
of Entertainment
Percentage of
preference of
Male 51.88% 49.37% 100.00%
Female 26.83% 25.48% 100.00%
Table 3: Frequency Analysis -Profile of responding consumers
based in each of its own
genders
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Figures 1: DATA ANALYSIS- Profile of responding consumers
based on gender

This study set out with the aim of assessing gender and mall
attraction in terms of Male and
Female customers who would be more attracted to the shopping
mall base on convenience
factors.
From the Table 1 above in the descriptive analysis, it can be
seen that more females visit the
shopping mall because of convenience factors compared to
males. Out of the grand total of
250 counts for convenience preference, 132 females visit the
mall due to convenience factors
compared to males which have 118 counts. As mentioned in the
literature review, Women
also known as females finds convenience more attractive than
males. Also, convenient
locations are of great advantage to females than males because
females do a lot of shopping
and they would like these various shops to be easy to access
multiple items.
Aside from convenience, Table 1 shows both male and female
customers get attractive to

entertainment factors at the shopping mall. Surprisingly, from
the table it can be said that
entertainment is not of much attractiveness to male customers to
visit shopping malls. That is,
124 males and 139 females out 263 grand total visit the mall
due to entertainment factors.
Furthermore, with the grand total preference of convenience and
entertainment factors,
females have the highest preference of 518 and males have 239
counts out of the grand total
of 757. This can also be interpreted in a percentage form shown
in table 2 above and in the
appendix. And this percentage indicates female with the highest
percentage of 68.43% and
males with 31.57% (Foxall 2002). From observation during data
collection, females were
found more at the shopping going about their daily shopping,
visiting cinemas, and food
court in the various malls.
0
50
100

150
200
250
300
Male Female Grand Total
DATA ANALYSIS- Profile of responding
consumers based on gender
Preference of Entertainment
Preference of Convenince
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● Age and Shopping Mall Attractiveness (Convenience and
Entertainment)
Values
Row Labels
Count of
Entertainment
Count of

Convenince Sum of Age
18-25 50 52 94
26-35 53 57 198
36-45 51 48 294
46-55 52 42 376
56 &+ 57 51 565
Grand
Total 263 250 1527
Table 4: ANALYSIS- Profile of responding consumers based
on Age
Row
Labels
Percentage of
preference of
Entertaiment
Percentage of
preference of

Convenicence Sum of Age
18-25 3.27% 3.41% 6.16%
26-35 3.47% 3.73% 12.97%
36-45 3.34% 3.14% 19.25%
46-55 3.41% 2.75% 24.62%
55+ 3.73% 3.34% 37.00%
Grand
Total 17.22% 16.37% 100.00%
Table 5: Frequency Analysis- Profile of responding consumers
based on Age
Row
Labels
Percentage of
preference of
Entertaiment
Percentage of
preference of
Convenicence Sum of Age
18-25 53.19% 55.32% 100.00%

26-35 26.77% 28.79% 100.00%
36-45 17.35% 16.33% 100.00%
46-55 13.83% 11.17% 100.00%
55+ 10.09% 9.03% 100.00%
Grand
Total 17.22% 16.37% 100.00%
Table 6: Frequency Analysis- Profile of responding consumers
based on its own Age group
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Figure 2: DATA ANALYSIS- Profile of responding consumers
based on Age
To identify the possible difference in age and which age group
would be more attracted to the
convenience and entertainment factors at the mall, a cross
tabulation was done and this shows
in table 4 and appendix. Base on this result, it can be explained

that when it comes to
convenience at the mall, the age group who are more attracted
to the mall because of
convenience are the younger customers with the highest number
of 57 counts. The older
customers do not have much influence from convenience for
them to visit the mall, which
shows them having the highest count of 51 counts.
Also, Table 4 surprisingly shows that older customers are likely
to visit the mall due to
entertainment factors compared to younger customers. The older
customers have the highest
count of 57 and the younger customers have the highest count of
53. Looking at the
percentage counts in table 5, it shows the same data of the
younger customers having a
percentage preference of convenience to be 3.73% while the
older customers have 3.34%.
Compared to entertainment, the older customers have the
highest percentage of 3.73% and
the younger customer is 3.47%

0
50
100
150
200
250
300
18-25 26-35 36-45 46-55 56 &+ Grand
Total
DATA ANALYSIS- Profile of responding
consumers based on Age
Count of Entertainment
Count of Convenince
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Literature showed that older customers are more attracted to

shopping malls due to
convenience but base on the data analysis, it was found that it is
younger customers who will
be attracted to convenience and the data analysis also showed
that younger customers are not
much attracted to the shopping mall due to entertainment but
older people are which is likely
to contradict with literature.
With the key findings, it was seen that gender and age are likely
to influence customer visit to
the shopping mall base on attractiveness factors of the mall, but
not very obvious. Some of
the findings are consistent with other studies while some are not
consistent. From observation
from the visit to the mall, some shoppers are being seen buying
from different shops while
some sit at the various food court to enjoy their meals and
comfort. This varies between
gender, age and the purpose of their attraction to the mall in the
first place.
With shopping mall attractiveness factors mentioned in the
study, mall management should

provide convenience for customers in terms of providing cross
shopping which enables
customers to get multiple types of products in various retail
tenant. Since customers
especially females based on data analysis are more looking for
entertainment, management of
the mall can provide special event, family entertainment centre,
cinema, video game and
much more if the mall wants customers to visit frequently,
spend more money and time at the
mall. Evidence shows that spending will increase as consumers
stay longer in a retail
environment (Ng 2003).

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Conclusion
Nowadays the shopping centers or the shopping malls are
becoming very much popular
among all the generation of the people. In these shopping malls,
people come to meet their
friends, enjoyment and also shopping. People who are well
enough established buy things
from these shopping malls. People get all types of things under
one shade with many varieties
in the things like from clothing, new fashion garments,
accessories to the household items
etc. It has all sorts of things and varieties to satisfy the
convenience of the customers.

Women are more convenience about these one-stop shopping
malls in comparison to the
men. From objective 1 view, it is can say that the male
customers are very much less attracted
to the convenience that this shopping mall provided in
comparison to the female customers. It
is known that the factors like accessibility and convenience
have become very important
when it comes about the choosing of the shopping malls. And as
the female customers always
focus on the convenience while shopping, for this reason, the
one stop shopping mall attracts
them as these provides them all the things which satisfied their
requirement under one place
and at one time. As female customers have the tendency for
more multipurpose shopping for
which they have to go here and there for buying the items,
which can satisfy, their needs but
this system is very time-consuming and very tiring. Again the
convenient location of the
malls provides greater convenience and advantage to the female
customers as they can access
to the mall and get their necessary items for various purposes on
a regular basis. Even the

difference from the data is not significant obvious, but it still
points that females are more
considered the convenience factors.
From objective 2 view, it is obvious that the physical
environment of the shopping malls has
an effect on the customers. It has been seen that the
environment of the shopping mall for the
customers are not only meant for shopping purpose only but
also related to the entertainment
activities. Nowadays the shopping malls provide more leisure
driven factors to the shopper
compared to 1990s. The male customers are not homogenous for
which they tend to perceive
the entertainment items which are very different in terms of
meaning and importance (Dennis
2004). The entertainment is important to the shopping malls as
it provides excitement and fun
experience along the shopping, which has a positive effect on
the customers and satisfies
them. In this case, the male customers are more attracted to the
activities and factors of the
entertainment purpose in comparison to the female customers.

From objective 3 view, the literature indicates the old customers
are very much attracted to
the shopping mall which is more convenient to them. For the
reason of that they prefer the
shopping mall where they have to travel less for buying goods
and also mainly buy the
apparel of comfort and high quality and authentic products. The
elders remain highly loyalty
to their preference and not that interested in the buying food
items compared with less aged
people; indeed use the mall as their exercise venue sometimes
and for social gatherings. Even
through, the data is less provable, considering the literature and
statistical error, the
conclusion still made that all the customer would like the
convenience factors of the shopping
mall, but elderly people would more consider convenience
factor to the mall they going to.
From objective 4 view, the table shows that the younger people
are less attracted to
entertainment in the shopping malls in comparison to the old
people. But children visit the ice
skating ring, horror show and amusement parks and young

adults visits mainly food courts
and movie theatres and try to spend their time with friends and
family (Panwar et al 2016).
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The researchers conclude that the young people consider more
about entertainment factors
about the mall they visit.
This research study implemented a qualitative design in which it
focuses on the quantitative
data and less the qualitative data like perceptions, opinions of
the respondents. For the
collection of the descriptive numerical data, quantitative data is
sufficient. The questionnaires
have been used for the collection of the quantitative data while
the interview has not used for
the collection of data. The advantage of this method is that it
provides information, which is
quantifiable and provides straightforward analysis of the matter.
The study was taken place at
selective five malls. For these participants were selected
randomly who were going for

shopping and the questionnaires are provided to them. The
random selection diminishes the
bias in the sampling. In the analysis of data, Excel software is
used for the Analysing of the
numerical and descriptive data. The analysis considers the
aspects of the data for shopping
tendencies to the behavior of the consumers. It will be better if
the analysis of the study also
contains the qualitative data like opinions and attitudes and
tendencies of the people with the
quantitative data of the analysis then we can compare the data
of both the prospect to get the
accurate result of this study (Hu 2007). Because the data like
the opinions and attitude of the
people are also considerable for this study. This process also
has some limitation, sometimes
people becomes offended and irritated during the session of the
questionnaire as they have
come with the shopping but they do not have the time to finish
it. Some people directly
ignore this process and show some negative attitude.

Recommendation and limitation
Considering of the importance of both convenience and
entertainment factors, few
recommendations are given as following. Give more
considerable time for the customers’
parking, many customer would consider that the parking time
would be very big influence
about their shopping time, and reasonably increase the free
parking time would be great for
attracting customer to the malls; convenience is not only about
the location, but also indicates
the environment and understandability of the customers; target
the customer group is very
important, from the research, which indicates that the different
requirement of the different
group customer especially in different age group, so if the mall
could focus on the
entertainment more attract to elder customer, they would easily
attract this group of
customers.

Also there are some limitation that all the data analysis in the
report is from the
questionnaires from the local shopping mall, during the number
and time space limitation
investigated by the students, the opinions may not be collected
from all aspects of the
customer group. And there may be a seasonal and regional
difference that affects the
relationship located.
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Reflection
We have learned many things from this experimental research
that the convenience and
entertainment of the shopping mall are very much dependent on
the gender and age of the
people. As the female are more attracted to the shopping
purpose in the shopping mall
whereas the men have more interest in the activities which are
related to the entertainment
rather than the shopping. While on the other hand, old aged

people attracted towards the
shopping mall for buying specific clothes of a specific brand
which has comfort and high
quality. They use the mall as their social gatherings place and
venue for exercise. On the
other hand, young people mainly use the shopping mall for
entertainment purposes like
amusement parks ,movie theatres etc.
We have learned from the experiments the use of the analysis
processes in the experiment
studies like this. During the data collection period, we
interacted with a lot of people from
different nationalities which catalysed our communication
skills. It also help us to know how
to work in groups and share our various views among ourselves.
The use of software like
Excel for the analysis of data was a great experience which is
likely to help most of us in our
further study which may require a research work, even though
we made some mistake during
the coding part by ourselves.

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http://www.emeraldinsight.com/author/Lee+Taylor%2C+Susan
http://www.emeraldinsight.com/author/Lee+Taylor%2C+Susan
http://www.emeraldinsight.com/author/Cosenza%2C+Robert+M
http://www.emeraldinsight.com/author/Chang%2C+Tsung-
Sheng
http://www.emeraldinsight.com/author/Chang%2C+Tsung-
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http://www.emeraldinsight.com/author/Yeh%2C+Hsiaoping
Page | 18
Appendix I SPSS Application based on Objective 1) & 2)
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Gender *
Convenience
251 50.3% 248 49.7% 499 100.0%
Gender *
Entertainment
264 52.9% 235 47.1% 499 100.0%

Gender * Convenience Cross tabulation
Count
Convenience
Total .00 1.00
Gender .00 1 0 1
1.00 0 118 118
2.00 0 132 132
Total 1 250 251
Gender * Entertainment Cross tabulation
Count
Entertainment
Total .00 1.00
Gender .00 1 0 1
1.00 0 124 124
2.00 0 139 139
Total 1 263 264

Appendix II SPSS Application based on Objective 3) & 4)
Page | 19
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Age * Convenience 250 50.2% 248 49.8% 498 100.0%
Age * Entertainment 263 52.8% 235 47.2% 498 100.0%

Age * Convenience Cross tabulation
Count
Convenience
Total 1.00
Age 1.00 52 52
2.00 57 57
3.00 48 48
4.00 42 42
5.00 51 51
Total 250 250
Age * Entertainment Cross tabulation
Count
Entertainment
Total 1.00
Age 1.00 50 50
2.00 53 53
3.00 51 51

4.00 52 52
5.00 57 57
Total 263 263
Note:
Age Group 1 2 3 4 5
Actual Ages 18-25 26-35 36-45 46-55 56 & +
DatasetRespodentQ1Q2Q3_MONDQ3_TUESDQ3_WEDNESQ3
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FASTQ4_LUNCHQ4_DINNERQ5_F/FOODQ5_F/COURTQ5_C
AFEQ5_PUBSQ5_CASUALQ5_FINEQ5_ETHNICQ5_TAKE
AWQ5_DELIVEQ5_OTHERQ6_CONVENQ6_SPECIALQ6_BU
SINESSQ6_ENTERTNQ6_FAMIL/FRQ6_W/COLLEQ6_WT/CO
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LONEQ11_FAMILQ11_FRIENDSQ11_COLLEAGQ11_CLIENT
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NOT
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Q19_InteriorQ19_EmployeeQ19_HygieneQ19_CleanlinessQ19_
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Q19_ReputationQ19_OnlineQ19_LoyaltyQ19_SpecialQ20_1Q2
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location21Indian313221145100000001011100000000010001022
2SPANISHCHINESEINDONESIANINDIAN0100110111221010

parkingConvenience of
212PAKISTANIFAST
FOODITALIANJAPANESECHINESE011100221311111105551
15345445344453424445122Reputation/word of mouthHygiene
and cleanlinessFood presentationPortion sizeConvenience of
location22SOUTH
ASIAN2112213451000010001010001010001011000335CHINES
EAFGHANITALIANINDIAN0010100211221100005552233544
offeredHygiene and cleanlinessPortion sizeConvenience of
133ASIANCHINESEITALIANINDIANFAST
FOOD11110022124110000553111254531343123423544122Qua
lity of foodConvenience of parkingEfficient customer
serviceReputation/word of mouthConvenience of
location12Indian232421535101111011110100101100000000023
3INDONESIANAUSTRALIANFRENCHINDIAN001110022243
110100453111443334223442531544113Quality of
foodReputation/word of mouthFood
presentationReputation/word of mouthConvenience of
location22Asian323721622111100101111000001101000100023
2CHINESEFAST
FOODKOREANJAPANESETHAI1010002114310011051511143
cleanlinessEfficient customer serviceConvenience of
232CHINESEFAST
FOODKOREANJAPANESETHAI1010002114310011051511143
cleanlinessEfficient customer serviceConvenience of
221FAST
FOODJAPANESEMALAYSIANCHINESEWESTERN100000222
12110000432332334332343232432332342Quality of foodValue

for moneyPortion sizeAmbianceLoyalty
program12Asian142321924001001101010001000101000000013
2INDIANAUSTRALIAN00010100021141411000544212312334
333253223422222Rich tasteHygiene and cleanlinessQuality of
foodCannot prepare at homeLoyalty
program11African14122201211111111111010110110100110002
22KIDS MEALSFAST
FOODITALIANSPANISHINDIAN011100121431101005551132
33333233344422245151Menu variety offeredQuality of
foodRich tasteReputation/word of mouthLoyalty
program22Middle
Eastern1442221341000110110111101001011110100222FAST
FOODAUSTRALIANFISH &
CHIPSITALIAN001111011111201110444111133225512344544
435155Convenience of locationConvenience of parkingValue
for moneyReputation/word of mouthLoyalty
program13Australian22332222411001100111111101110100010
00212CHINESEASIANAMERICANINDIANASIAN1010002212
3311100534111134322433333333332331Quality of
foodHygiene and cleanlinessCleanliness of rest-roomsRich
tasteLoyalty
program21Chinese3111223710000001001000100000010001100
223BRITISHGREEKJAPANESECHINESEINDIAN01000011133
sizeRich tasteService noveltyLoyalty
program22Chinese2332224570000010010000001000000001000
324ARABICMALAYSIANJAPANESEFAST
FOODITALIAN011000211232101005441111531555555551111
45555Convenience of ParkingQuality of foodConvenience of
locationSpecial servicesLoyalty
program14Australian52332256601001010110010110010010101
00333INDIANCHINESEJAPANESEITALIAN010010girlfriend1
2123101000454535553334444555144555555Special meat-
halalEmployee appearance Cleanliness of rest-roomsEfficient
customer serviceLoyalty
program11Indian111422645011010001101110100000001100032

2INDIANITALIANVIETNAMESEMEXICANBRITISH0110001
1144111000555544223545555455544555354Rich
tasteAmbianceConvenience of locationEfficient customer
serviceLoyalty program21SOUTH
ASIAN3142227561000000001000010000000001000232INDIAN
CHINESEAMERICANINDIAN001100021222310000433222114
locationConvenience of parkingService noveltyMenu variety
offered12Indian234322832110000001011000000001000010013
2JAPANESEFAST
FOOD00000100022234310010555441244545545555545555323
Quality of foodFood presentationSpecial servicesCleanliness of
rest-roomsMenu variety
offered13Bhutanese144222944000000101010000000000100000
0313INDIAN000001100021223110000555555555555555555555
555555Quality of foodEmployee friendlinessHygiene and
cleanlinessConvenience of parkingMenu variety
offered22Indian113223036000001011100001000000001100032
5FRENCHINDIANCHINESE00010000222111110005554112344
serviceHygiene and cleanlinessFood noveltyMenu variety
offered13Australian243823157001001000100101000000000100
0333CHINESEMEXICANCAFÉWESTERN00110002223310001
0553111334155333555511555335Quality of foodCleanliness of
rest-roomsValue for moneyHygiene and cleanlinessMenu
variety
0233INDIANITALIANMiddle
East0001000021143400100545555355553455555345452222Qua
lity of foodHygiene and cleanlinessEmployee friendliness
Interior designMenu variety offered24Middle
Eastern7441233330000100001100000001000001000233INDIAN
ITALIANMiddle
East0001000021143400100545555355553455555345452222Qua
lity of foodHygiene and cleanlinessEmployee friendliness
Interior designMenu variety offered24Middle

Eastern7441234450000011001001000010001010000332CAFÉFI
SH &
CHIPSAUSTRALIANCHINESEINDIAN0110001223120001055
3111333334534555334453233Hygiene and cleanlinessValue for
moneyEmployee friendliness Quality of foodMenu variety
0113INDIANFRENCH0000110002224311100055522334554553
3444524555523Rich tastePortion sizeValue for moneyQuality of
foodMenu variety
offered13Nepalese2238236221000111111101001011010011100
212KIDS MEALSMALAYSIANTHAIINDIANFISH &
CHIPS01110022111311100555115142121111155511225211Spe
cial meat-halalQuality of foodHygiene and
cleanlinessReputation/word of mouthMenu variety
offered12Middle
Eastern1442237890000001001100000000000001000234FAST
FOODINDONESIANAFGANCHINESE00100002222211000033
3424334253444342333333334Quality of foodValue for
moneyCannot prepare at homeRich tasteMenu variety
offered13Indonesian144123822000011101111110000001100000
0311CHICKENMALAYSIANBIMBIMVIETNAMESECHINESE
11110011113311000444113343433333344533344444Quality of
foodRich tastePortion sizeValue for moneyMenu variety
offered22Indonesian111223945000001100100001011000101100
0234INDIANTHAICHINESEITALIAN001100022133110000444
224333443333344333434333Quality of foodRich tasteSpecial
meat-halalHygiene and cleanlinessFood
novelty13Indian244424068000010000100000100101100110031
3ITALIANINDIANFAST FOODFISH &
CHIPS001111021121311010515111555555555555515425555Ve
getarian choices Quality of foodConvenience of
parkingCleanliness of rest-roomsOnline
booking13Indian434324123001000000100100000000000010032
1CHINESEFAST
FOODAUSTRALIANITALIANJAPANESE00100022233310000
555445555555555555544345444Quality of foodVegaterian

choicesFood presentationCleanliness of rest-roomsOnline
booking21Bhutanese111124247001001101000001000000000100
0312WESTERNCHINESETHAIASIANINDIAN01100012233100
foodHygiene and cleanlinessConvenience of parkingOnline
booking25Australian51122436500101110110100010110100011
002230INDIANCHINESEMALAYSIAN00111002224211000055
5233333333334433332333455Quality of foodRich tastePortion
sizeEmployee friendlinessOnline
booking21Mexican1111244490100110111100100111010011000
321CAMBODIANITALIANMEXICANCHINESEINDIAN10000
022151110000444444444444244444444444444Value for
MoneyVegan choicesInterior designLoyalty programOnline
booking11Australian/Chinese1411245650010000010001000000
000100000224ITALIANCHINESEINDIANSPANISHGREEK001
00022234301000345333433445543333334234333Value for
MoneySpecial meat-halalRich tasteQuality of foodOnline
booking23Indian423324612111111111110000000001010000021
2CHINESE0000110000121231111005442224343334444443444
44423Quality of foodRich tasteCleanliness of rest-roomsSales
promotionsOnline
booking23Chinese1343247120101101011110100000010000000
224CHINESEFAST
FOODAUSTRALIANKOREANMALAYSIAN011000212333101
00455535554342555544434555444Menu variety offeredRich
tasteConvenience of parkingService noveltyOnline
booking12Chinese7351248990000010001000001000001001000
334MALAYSIANITALIANSPANISHAUSTRALIANARABIC01
000022253300010414115111111311155111115515Special
meat-halalHygiene and cleanlinessCleanliness of rest-
roomsSpecial servicesOnline booking24Middle
Eastern7233249350000110101101001001010011000232MALA
YSIANFAST
FOODAUSTRALIANITALIAN001100022121311100544115542
343325532344431333Special meat-halalQuality of foodEfficient
customer serviceValue for moneyOnline booking12Middle

Eastern1342250220010001010100000010000000100131WESTE
RNMiddle
eastITALIAN00110000222111110005545555355355554555435
35532Efficient customer serviceQuality of foodAuthentic
cuisineConvenience of locationConvenience of
parking11Middle
Eastern1461251220010001010100000010000000100131WESTE
RNMiddle
eastITALIAN00110000222111110005545555355355554555435
35532Efficient customer serviceQuality of foodAuthentic
cuisineConvenience of locationConvenience of
parking11Middle
Eastern1461252330001000101110000000010001000111INDIAN
ASIANMiddle
East0001000011211410000535325555255555555435535242Hyg
iene and cleanlinessInterior designEfficient customer
serviceConvenience of locationConvenience of
parking12Middle
Eastern2462253330001000101110000000010001000111INDIAN
ASIANMiddle
East0001000011211410000535325555255555555435535242Hyg
iene and cleanlinessInterior designEfficient customer
serviceConvenience of locationConvenience of
parking12Middle
Eastern2462254340000100001000001011010010000332PAKIST
ANICHINESEFRENCHINDIANINDONESIAN01100011133110
000555544443555545453444445555Loyalty
programReputation/word of mouthQuality of foodRich
tasteConvenience of
parking11Pakistani1111255331000001001010000001010000100
222VIETNAMESECHINESEINDIAN0001000011142201010122
233223343332221111223322Hygiene and cleanlinessLoyalty
programSpecial servicesAmbiancePortion
size22Chinese1311256660000100001000000100001000000212F
AST
FOODGREEKCHINESEINDIANITALIAN010000222331100005

locationEmployee friendliness Authentic cuisinePortion
size11Greek2111257260000110011100010000011011000232IT
ALIANMEXICANFAST FOODFISH &
CHIPS011100022122110100545213444424433355444443332Ri
ch tasteHygiene and cleanlinessQuality of foodCleanliness of
rest-roomsPortion
size22COLOMBIAN136525855000010001001001000000000010
0232ASIANPACIFICGREEKAUSTRALIANFAST
FOOD01100012233310000524311155524432444512552115Qua
lity of foodHygiene and cleanlinessValue for moneyCleanliness
of rest-roomsPortion
size23PACIFIC1448259220000111001100100111011001100211
INDIANPAKISTANIARABICAFGHANITALIAN001100222422
11100535113344334333343533334333Value for moneyRich
tasteHygiene and cleanlinessQuality of foodPortion
size12Pakistani2452260220000111001100100111011001100211
INDIANPAKISTANIARABICAFGHANITALIAN001100222422
11100535113344334333343533334333Value for MoneyRich
tasteHygiene and cleanlinessQuality of foodPortion
size12Pakistani2452261990000000001000100000001000000332
FISH &
CHIPSAUSTRALIANMALAYSIAN00101000222415000105333
parkingHygiene and cleanlinessReputation/word of
mouthPortion
size25Australian211326234000011001100001011001001100031
2CHINESEVIETNAMESEJAPANESEITALIANINDONESIAN1
1110022143110000555111555444143355535554223Employee
FriendlinessHygiene and cleanlinessQuality of foodRich
tastePortion
size22Asian1312263340000110011000010110010011000312CH
INESEVIETNAMESEJAPANESEITALIANINDONESIAN11110
022143110000555111555444143355535554223Employee
FriendlinessHygiene and cleanlinessQuality of foodRich
tastePortion

size22Asian1312264240000111101001010010011001000235SRI
LANKAN
CHINESEINDIANAUSTRALIANTHAI01000022124101000523
serviceEmployee friendliness Value for moneyPortion
size13SRI
LANKAN2447265331111110011111011011010101110212INDO
NESIANJAPANESECHINESEVIETNAMESEITALIAN0111002
2112111110534111254435422244534534321Convenience of
locationEfficient customer serviceQuality of foodValue for
moneyPortion
size12Asian2467266141111111010001110011010010000333CH
INESETHAIITALIANFAST
FOODVIETNAMESE01100012243301010535222435314232342
421455225Rich tasteAuthentic cuisineEfficient customer
serviceAmbianceQuality of
food22Asian3368267280000100010001010100010000000221C
HINESEVIETNAMESEKOREANBRITISHGREEK01001011122
211000554444444332115544334455555Menu variety
offeredRich tastePortion sizeAuthentic cuisineQuality of
food12Pakistani233226822111111101110101101100000100021
2FAST FOODITALIANINDIANFAST
FOOD001000012131311000333112432221111255511235111Hy
giene and cleanlinessValue for moneyReputation/word of
mouthCleanliness of rest-roomsQuality of
food22Australian14422692200000110010000000010100000002
12MALAYSIANFAST
FOODTHAIAUSTRALIAN001100022221300000432331113334
533435113551414Employee FriendlinessEfficient customer
serviceCleanliness of rest-roomsConvenience of locationQuality
of
food11Chinese136327055111111101011000001000000000Like
the food132FAST
FOOD00001110002223241001044411111114523245453245431
2Hygiene and cleanlinessEmployee appearance Value for
moneyEfficient customer serviceQuality of

Group Assignment Semester 2- 2016 T.docx

Page 1 Group Assignment Semester 2- 2016 T.docx

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Page 1 Group Assignment Semester 2- 2016 T.docx