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Results for Market Research at Waterfront Centre on consumers’ wants
Citation preview
Presented by:
Simon Hung
Ying Long
Benjamin Carson
Gor Ng
Filip Vukadinovic
Research Situation Methodology Key Research Problems Recommendations Limitations Q&A
Asked by Cadillac Fairview (CF) to conduct a survey regarding shoppers at Waterfront Centre (WC) property in downtown Vancouver CF is one of North America's largest investors,
owners and managers of commercial real estate
Waterfront Centre has approximately 25 shops and services Provides convenient access to many of
downtown Vancouver’s major hotels, office complexes, shopping districts and public and private transit
Survey will help CF decide on future marketing, operations, leasing, and other strategies to further serve CF shoppers Compile information on market segments,
consumer behaviour, and the strategic position of CF’s competitors (e.g. Pacific Centre, Bentall Centre)
Understand the demographics of the WC customers (e.g. age, gender, income, family size)
Compile postal codes to assess whether customers are from the Coal Harbour area, Greater Vancouver, or outside of B.C/Canada
Conducted a focus group of 9 participants (8 female, 1 male)Most participants were administrative or
secretarial staff; some were professionals (e.g. accountants and managers)
All worked in close proximity to WC
Later conducted a mall intercept surveyCollected data on roughly 110 respondentsHalf of the data was collected on a
weekend, the other half on a weekday roughly one week
Security Signage Advertising and promotions Location Differentiation Types of store demanded
Residents' Postal Code Information
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
outside C
anada
outside B
C
Vancouve
r
North Vanc
ouver
West
Vanco
uver
BurnabySu
rrey
Coquitlam
New West
minster
Others
Chi Value (X^2) = 0.71No contingency between two variables -
Frequency visit of satisfied with not satisfied T Test = .861Not enough evidence to show there is a
difference between these two groups
Chi = .72T Test = .569
Dissatisfie
d
Neither Dissatisfied Nor
SatisfiedSatisfiedVery
Satisfied Total<1 per year 4 5 19 3 31<1 per month 4 1 7 1 13<1 per week 1 6 6 2 15<2 per week 1 5 9 0 153-5 times per week 1 3 22 1 275 or more times per week 0 6 2 2 10Total 11 26 65 9 111
Frequency Visit x Satisfaction Directional Signage Crosstabulation
Dissatisfi
ed
Neither Dissatisifeid Nor
Satisfied SatisfiedVery
Satisfied<1 per year 12.9% 16.1% 61.3% 9.7%<1 per month 30.8% 7.7% 53.8% 7.7%<1 per week 6.7% 40.0% 40.0% 13.3%<2 per week 6.7% 33.3% 60.0% 0.0%3-5 times per week 3.7% 11.1% 81.5% 3.7%5 or more times per week 0.0% 60.0% 20.0% 20.0%
Most people are satisfied regardless of the number of frequencies
% Dissatisfied increases as the Frequency of visits decreases
Satisfaction Directional Signage x Exit Watch Quotas Crosstabulation
Canada Place
Howe & Cordova
SkyTrain
Office Tower
Total
Dissatisfied
3 4 2 2 11
Neither Dissatisifeid Nor Satisfied
3 7 2 14 26
Satisfied 23 9 16 17 65
Very Satisfied
2 1 3 3 9
Total 31 21 23 36 111
Canada Place
Howe & Cordova
SkyTrain Office Tower
Dissatisfied 9.68% 19.05% 8.70% 5.56%Neither Dissatisfied Nor Satisfied 9.68% 33.33% 8.70% 38.89%Satisfied 74.19% 42.86% 69.57% 47.22%Very Satisfied 6.45% 4.76% 13.04% 8.33%
Most people are satisfied regardless of where they are coming from
More Dissatisfactions from Howe & Cordova exit
Seen Advertisements Participated in Promotions
More FoodMore RetailMore Store
1.Not enough evidence to support investment on direct mailing to Coal Harbour
2.Don’t invest more in security
3.Invest in signage at Howe & Cordova exit
4.Invest in advertising
5.Invest in store differentiation
Time Collected half of the data on the weekend Survey data was collected in a short time frame (within
roughly one week) Data could be skewed due to events occurring around
WC Seasonality
Income 20% of respondents refused to disclose household
income
Age Had to be over 18 to participate in survey, thus leaving
only two ages in the 19 or under category
Convenient survey (not random)