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UE4A 1098200009 Jenny Chang

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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UE4A 1098200009 Jenny Chang

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  1. Kaohsiung Commercial District Shinkuchan and Sanduo’s Consumers: A Comparative Analysis of Consumers’ Behavior, Attitude and Preference UE4A 1098200009 Jenny Chang

  2. Purposes: • reference material to these two commercial districts’ organizers. • help the government to create the projects of promoting the commercial district.

  3. 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

  4. 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.

  5. 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

  6. Theoretical framework: • definition of the consumer behaviour • consumers' behavioral model-EMB modal • definition of the commercial district

  7. 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.

  8. 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.

  9. 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)

  10. 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

  11. Limitations: • limitations of time & money • use random sampling • Not every consumer write the questionnaire

  12. 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).

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