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Kaohsiung Commercial District Shinkuchan and Sanduo’s Consumers: A Comparative Analysis of Consumers’ Behavior, Attitude and Preference. UE4A 1098200009 Jenny Chang. Purposes:. reference material to these two commercial districts ’ organizers.

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Kaohsiung Commercial District Shinkuchan and Sanduo’s Consumers: A Comparative Analysis of Consumers’ Behavior, Attitude and Preference

UE4A 1098200009 Jenny Chang

purposes
Purposes:
  • reference material to these two commercial districts’ organizers.
  • help the government to create the projects of promoting the commercial district.
background
Background:
  • Since 1995, the government work hard Taiwan’s 101 commercial districts.
  • Ministry of Economic Affairs, the Department of Commerce promoted three projects:

1. image commercial district

2. development of commercial streets

3. visual design of the business areas

background1
Background:
  • Industrial Development Advisory Council 2012 annual issue PPT context:

The commercial districts →a good platform In the future, how to attract people in order to expand the value of the commercial district were the developmental points.

scope
Scope:
  • consumers from Shinkuchan & Sanduo
  • design questionnaire → 3 sections

1. consumer behaviour

2. consumers’ attitude

3. consumers’ preference

Time: winter vacation(1/14/2013 ~ 2/8/2013)

100 for Shinkuchan & 100 for Sanduo

theoretical framework
Theoretical framework:
  • definition of the consumer behaviour
  • consumers' behavioral model-EMB modal
  • definition of the commercial district
consumer behavior
Consumer Behavior
  • Laura Lake (2009):
  • people do some actions to achieve their requirement.
  • has the requirement to acquire something→decisive choice procedure.
  • starts from the mind, thinking and action
  • accomplish it via choosing, buying or receiving service.
  • be contented with their anticipations.
consumers behavioral model
Consumers' Behavioral Model
  • EMB Model from Engel, Blackwell and Miniard.
  • 5 stages in the decision-making process:

1. problem recognition

2. search

3. alternative evaluation

4. purchase intention

5. the final act of buying.

commercial district
Commercial District
  • John Dawson and Dennis Lord (2012):
  • “a concentration of shops and other commercial establishment each in individual ownership and on individual sits.“(p234)
method
Method:
  • 1. literature review
  • 2. questionnaire to Shinkuchan & Sanduo

3 sections :

(1) consumer behavior (demography profile, consumer’s habits and motivation)

(2) consumers’ attitude (what do they like)

(3) consumers’ preference (common things to compare)

  • 3. statistic system: T-test, descriptive statistics or ANOVA
limitations
Limitations:
  • limitations of time & money
  • use random sampling
  • Not every consumer write the questionnaire
reference
Reference:
  • Dawson, J., & Lord, D. (2012). Shopping centre development (rle retailing and distribution). (pp. 3-4).
  • Industrial Development Advisory Council. 商業審議會, (2012). 活絡商圈旺消費 帶動地方經濟發展. Retrieved from website: http://idac.tier.org.tw/DFiles/20121022143139.pdf
  • Lake, L. (2009). Consumer behavior for dommies. John Wiley & Sons.
  • Ministry of Economic Affairs. Department of Commerce, (n.d.). image commercial district. Retrieved from website: http://idac.tier.org.tw/DFiles/20121022143139.pdf
  • Majumdar. (2010). Consumer behaviour: Insights from indian market. (p. 234).