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8/8/2019 Ezra Presentation
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MARKET STUDY OF THEMARKET STUDY OF THE
MARKETABILITY OFMARKETABILITY OF
MALLS IN DAVAOMALLS IN DAVAO
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BACKGROUND OF THE STUDYBACKGROUND OF THE STUDY
Now-a-days to be able to know the pr ojected demand of
a certain industr y would br ing
a great success to the
business. This demand could be aff ected thr ough the
perception of the consumer s
on the factor s that could aff ect
the marketability of this business.
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Research ProblemThe aim of this study is to
uncover the factor s thatcould aff ect the choice of
the consumer s in
patr onizing a mall and to
know the importance of these factor s to keep them
coming. As well as knowing
its current demand and
future demand of malls particularly the Gaisano Mall
of Davao.
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Sub Problems
Who goes to the mall?
What factor s are considered in patr onizing
a mall?
How can this factor help in maintaining the
consumer s?
What are the names comes into peoples
mind when asked about malls?
How much do they spend when going to
the malls?
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Objectives:Objectives:
*To be able to know who are the consumer s of
the mall.*To be able to know the factor s that aff ects the
perceptions of the consumer s
*To be able to know and under stand the
importance of having marketing str ategies .
*To be able to know what would be the
pr ojected demand af ter 5 year s*To be able to help the industr y on impr oving
the var iables that could be aff ecting the sales of
their pr oduct.
*To establish the strength of Shopping
Mall Business.
*To make Davao¶s Shopping Malls as invitationfor future pr ojects.
*To make Davao Shopping Malls a destination
spot for investor s.
*To make new pr ojects.
*To investigate the consumer decision making
styles in shopping malls.
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Significance of the StudySignificance of the Study
1.) This study will show that what are the1.) This study will show that what are the
factors that affect the consumers¶factors that affect the consumers¶
preference on going to malls.preference on going to malls.
2.) It can help the industry on improving the2.) It can help the industry on improving the
variables that could affect the perception of variables that could affect the perception of
the consumers towards malls andthe consumers towards malls and
3.) The findings of this research paper can3.) The findings of this research paper canbe used by other researchers as a source of be used by other researchers as a source of
secondary data in their related researchessecondary data in their related researches
4.) This study can give us ideas on what are4.) This study can give us ideas on what are
the essential things that could be taken intothe essential things that could be taken into
consideration so that we can also use itconsideration so that we can also use itwhen we set up our own business in thewhen we set up our own business in the
future.future.
5.) This study shows us how important5.) This study shows us how important
customer service, location, price, variety of customer service, location, price, variety of
items or shops, parking space, physicalitems or shops, parking space, physical
appearance and security.appearance and security.
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Gender
6%
%
0%
0%
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Table 4.2 ± Age
Major ity of the consumer s are 20 - 28 21%
of the consumer s are below 19
below 19
21%
20 -28
48%
29 -37
20%
38 -4
10%
46 abo e
1%
below 19
20 -28
29 -37
38 -45
46 above
Occupation
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Table 4.2 ± Age
Major ity of the consumer s are 20 - 28 21%
of the consumer s are below 19
Age
below 19
21%
20 -28
48%
29 -37
20%
38 -4
10%
46 abo e
1%
el 19
20 28
29 37
38 45
46 a e
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Table 4.2 ± Age
Major ity of the consumer s are 20 - 28 21%
of the consumer s are below 19
Approximate Annual Household Income
under
8
-
9 999
-
99 999
8
-
9 999
8
a o e
8
Would
rather notsa
under
- 9 999
- 99 999
-
9 999
a o e
Would rather not
sa
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Table 4.2 ± Age
Major ity of the consumer s are 20 - 28 21%
of the consumer s are below 19
How often do you go to the mall
n e o
mo e a
wee
e e al
time a
month
e
than
on e a
month
e e al
time a
yea n e o mo e
a wee
e e al time
a month
e than on e
a month
e e al timea yea
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Table 4.2 ± Age
Major ity of the consumer s are 20 - 28 21%
of the consumer s are below 19
Important Factors in Patronizing a
Mall
stom r r ic
Pric
ocation
ari t o It ms
Par ing pac
P sical pp aranc
c rit
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Table 4.2 ± Age
Major ity of the consumer s are 20 - 28 21%
of the consumer s are below 19
Malls often Visit
aisano Mall of a ao
Mall
aisano o t iti Mall
o in ente
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Table 4.2 ± Age
Major ity of the consumer s are 20 - 28 21%
of the consumer s are below 19
Money Spend on Malls
elo
a o e
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Table 4.2 ± Age
Major ity of the consumer s are 20 - 28 21%
of the consumer s are below 19
Top 5 Malls
5
asa o Mall o a ao
M Mall
Mall o a ao
o a la a Mall
asa o o all
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Table 4.2 ± Age
Major ity of the consumer s are 20 - 28 21%
of the consumer s are below 19
Malls in which Consumers were
Satisfied in Terms of PRICE
CCC Mall a ao
CCC Main Ma sa sa
Chimes Sho in Center
ictoria Pla a Mall
aisan Mall of a ao
aisano South CitimallSMCit a ao
Ro insons C er ate
C Sho in Center
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Table 4.2 ± Age
Major ity of the consumer s are 20 - 28 21%
of the consumer s are below 19
Malls in which Consumers were Satisfied in
Terms of CUSTOMER SERVICE
CCC Mall a ao
CCC Main Ma sa sa
Chimes Sho in Center
Victoria la a Mall
aisan Mall of a ao
aisano South Citimall
SM Cit a ao
Ro insons C er ate
C Sho in Center
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Table 4.2 ± Age
Major ity of the consumer s are 20 - 28 21%
of the consumer s are below 19
Malls in which Consumers were
Satisfied in Terms of LOCATION
NCCC Mall a ao
NCCC Main Ma sa sa
Chimes Sho in Center
ictoria la a Mall
aisan Mall of a ao
aisano South Citimall
SM Cit a ao
o insons C er ate
CLA Sho in Center
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Table 4.2 ± Age
Major ity of the consumer s are 20 - 28 21%
of the consumer s are below 19
Malls in which Consumers were Satisfied in
Terms of VARIETY OF ITEMS/SHOPS
CCC Mall a ao
CCC Main Ma sa sa
Chimes Sho in Center
Victoria Pla a Mall
aisan Mall of a ao
aisano South Citimall
SM Cit a ao
Ro insons C er ate
C A Sho in Center
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Table 4.2 ± Age
Major ity of the consumer s are 20 - 28 21%
of the consumer s are below 19
Malls in which Consumers were Satisfied in
Terms of PARKING SPACE
NCCC Mall a ao
NCCC Main Ma sa sa
Chimes Sho in Center
ictoria Pla a Mall
Gaisan Mall of a ao
Gaisano South Citimall
SM Cit a ao
Ro insons C er ate
C A Sho in Center
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Table 4.2 ± Age
Major ity of the consumer s are 20 - 28 21%
of the consumer s are below 19
Malls in which Consumers were
Satisfied in Terms of SECURITY
CCC Mall a ao
CCC Main Ma sa sa
Chimes Sho in Center
ictoria la a Mall
aisan Mall of a ao
aisano South Citimall
SM Cit a ao
Ro insons C er ate
C Sho in Center
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Davao City Demand AnalysisDavao City Demand Analysis
Total Population as of 2 1Total Population as of 2 1
Suspect PoolSuspect Pool 1, ,1, ,
Prospect PoolProspect Pool 2525 (Gaisano Mall of Davao)(Gaisano Mall of Davao)
Pref er to visit Gaisano Mall of DavaoPref er to visit Gaisano Mall of Davao
Population X ( % of Respondents who Population X ( % of Respondents who pref er Gaisano Mall of Davao)pref er Gaisano Mall of Davao)
1,900,000 * 25% = 475,0001,900,000 * 25% = 475,000
Pref er not to go to Gaisano Mall of Davao
Pref er not to go to Gaisano Mall of DavaoPopulation X % of respondents who don¶tPopulation X % of respondents who don¶t
want Gaisano Mall of Davaowant Gaisano Mall of Davao
1,900,000 * 75% = 1,425,0001,900,000 * 75% = 1,425,000
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