BS60.

12 Business Statistics

Bangkok Mall Shopper Case description

Case Study: Bangkok Mall Shopper Insight1

Background
Bangkoks reputation as a shopping paradise has resulted in an intensified competition in the industry over the years. This is reflected by the increase in the number of shopping malls and numerous renovation of existing malls. This tough competition demands for a deep understanding of shoppers behavior to attract and retain them. In this context, a research was conducted by a marketing research firm to gain insights of the shopping behavior of shoppers at malls in Bangkok by examining shoppers mall visiting frequency, visiting duration, purchasing behavior, importance of store experience factors and mall appeal.

Data Collection
The data were collected using a face-to-face mall exit survey and the instrument employed was a structured questionnaire The target respondents of the survey were mall visitors who visited the four malls regardless of whether they made a purchase or not. The respondents included both males and females with age limits between 16 and 65. The technique of quota sampling was used to select the number of respondent in each of four malls. The sample size breakdown by malls is as follow: Table 1: Sample Breakdown Mall Number of Respondents United Center Silom 484 The Mall Ngamwongwan 502 The Mall Bangkae 431 The Mall Bangkapi 500 Total 1,917

Data Description
Five types of information were collected in the survey using both metric and non-metric scales. These information were about the: 1- Customer demographics (e.g. age, gender, education), 2- Frequency (number of visits of malls) and time spent in the malls, 3- Type of shop/s (fashion, office supplies and stationary, supermarket, entertainment, electronics/IT stores) the shopper has visited, 4- Type of shop/s (fashion, office supplies and stationary, supermarket, entertainment, electronics/IT stores) from where shopper has purchased something, 5- Importance of various factors (range of products, location, attractive promotion, ambience, professional staff service, friendly and courteous staff and sales material availability). Table 2 (Data Description) below describes each variable in terms of its possible value and type of measurement scale.

Prepared by Alisa Sony, Apinya Kamolsook and Abdul Qyauum under guidance of Dr. Do Ba Khang, School of Management, AIT, 2010.

BS60.12 Business Statistics

Bangkok Mall Shopper Case description

Variable Id. No. X1 Id

Label None

Table 2: Data Description Value

Measurement Nominal Nominal

X1: Location

1 = United Center Silom 2 = The Mall Ngamwongwan 3 = The Mall Bangkae 4 = The Mall Bangkapi 1 = Male 2 = Female 1 = Teenagers (16-20) 3 = Young Adults (21-35) 3 = Adults (36-50) 4 = Retired (over 50) 1 = More often than once a week 2 = Once a week 3 = 2-3 times a month 4 = Once a month 5 = Once every 3 months 6 = Once every 6 months 7 = Once a year 8 = Less frequent than once a year 9 = Im here for the first time, but I live in Bangkok 10 = Im here irregularly or for the first time as Im a tourist 1 = Less than 30 minutes 2 = 30 minutes 1 hour 3 = 1-2 hours 4 = 2-3 hours 5 = > 3 hours 6 = Difficult to say 1 = Yes 2 = No 1 = Yes 2 = No 1 = Yes 2 = No 1 = Yes 2 = No 1 = Yes 2 = No 2

X2

X2: Gender

Nominal

X3

X3: Age group

Ordinal

X4

X4: Frequency

Nominal/ Ordinal

X6

X6: Time Spent

Nominal/ Ordinal

X8_1

X8_2

X8_3 X8_4 X8_5

X8_1: Visit Fashion shops X8_2: Visit Office Supplies and Stationery stores X8_3: Visit Supermarket X8_4: Visit Entertainment point X8_5: Visit Electronics/IT

Nominal

Nominal

Nominal Nominal Nominal

BS60.12 Business Statistics

Bangkok Mall Shopper Case description

Variable

Label Store X8_6: Visit Other Stores X8_7: Just Strolling X9_1: Purchase Fashion X9_2: Purchase Office Supplies and Stationery X9_3: Purchase Supermarket X9_4: Purchase Entertainment X9_5: Purchase Electronics/IT Store X9_6: Purchase Other Stores X9_7: Purchased Nothing 1 = Yes 2 = No 1 = Yes 2 = No 1 = Yes 2 = No 1 = Yes 2 = No 1 = Yes 2 = No 1 = Yes 2 = No 1 = Yes 2 = No 1 = Yes 2 = No

Value

Measurement

X8_6 X8_7 X9_1 X9_2 X9_3 X9_4 X9_5 X9_6 X9_7

Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal

X10_1

X10_2

X10_3

X10_4

1 = Yes (Did not buy anything from the mall) 2 = No (Bought something from the mall) 1 = Not Important at All X10_1: Wide 2 = Not Important Range of 3 = Neutral Product 4 = Important 5 = Extremely Important 1 = Not Important at All 2 = Not Important X10_2: Location 3 = Neutral 4 = Important 5 = Extremely Important 1 = Not Important at All 2 = Not Important X10_3: Attractive 3 = Neutral Promotion 4 = Important 5 = Extremely Important 1 = Not Important at All 2 = Not Important X10_4: 3 = Neutral Ambience 4 = Important 5 = Extremely Important 3

Scale

Scale

Scale

Scale

BS60.12 Business Statistics

Bangkok Mall Shopper Case description

Variable

Label
X10_5: Professional Staff Service

Value 1 = Not Important at All 2 = Not Important 3 = Neutral 4 = Important 5 = Extremely Important 1 = Not Important at All 2 = Not Important 3 = Neutral 4 = Important 5 = Extremely Important 1 = Not Important at All 2 = Not Important 3 = Neutral 4 = Important 5 = Extremely Important 1 = Secondary school & below 2 = Technical / vocational training / diploma 3 = University 4 = Post-graduate / above 5 = Undisclosed

Measurement

X10_5

Scale

X10_6

X10_6: Friendly and Courteous Staff Service

Scale

X10_7

X10_7: Sales Material Availability

Scale

X11

X11: Education Level

Nominal

Assignment Procedure
The case and its data provide input for a series of group assignments to be given at each lesson of the class.