Diamond Group_Marketing Research_Final Report (4)

HBM 221N Marketing Research Diamond Group

Swinburne University of Technology Sarawak

HBM 221N Marketing Research

Kiidz Clubhouse

Group project (Component 3)

Tutor: Dr. Anand Agrawal

Date of submission: 18 May 2013

Prepared by Diamond Group:

Ho Ing Huat 4222164

Wong Siew Khiong 4222695

Darren Ang Kia Hock 4222989

Lesley Lim Wee Cheng 4222229

Umar Saibukandu 4239660

Darren Lee Seng Kian 4223144

Nur Ariffah 4241029

Page 1 of 31


Executive Summary

This report is mainly about Kiidz Clubhouse being able to sustain if they offered day care or

after care services in the long run. We conducted a survey for Kiidz Clubhouse which is

located at Plaza Merdeka. First, we identified what other services would be possible to

provide to consumers. Second, was to identify that whether Kiidz Clubhouse can sustain by

providing either day-care or after-care services and whether Kiidz Clubhouse is located at the

right location, being the last objective. The sample size for this survey was 90 respondents

which were categorized into 30 married parents with children, 30 newly married couples who

plan to have children and 30 couples who plan to get married. This survey was conducted

using research types of exploratory research, descriptive research and quantitative data.

Exploratory research was used to find the problems faced by Kiidz Clubhouse while

descriptive research was used to identify the population around Plaza Merdeka. We

conducted this research by interviewing respondents at Plaza Merdeka. Prior to the data

collection, we carried out pilot testing on 4 sample respondents. Based on the post survey

results, majority of the respondents knew the existence of Kiidz Clubhouse. The final result

revealed that most of the people have kids are not using any care services. Besides that, the

top 3 important aspects that a particular play centre should have are safety, education and

clean. Other than that, there are about 58% of respondents know about Kiidz Clubhouse when

we approach them. Most of them never use any of the services provided by Kiidz Clubhouse.

However, the top 2 services that some respondents used are just play area and toddler zone.

Additionally, 80% of the respondents didn’t know about the advertisement made by Kiidz

Clubhouse. There are 63% of the respondents think that the Kiidz Clubhouse is located in the

correct place. 56% of our respondents agreed that the entry price is reasonable. About 73% of

respondents are not member of any play centre. About 57% of respondents gave us negative

responses on whether they will choose Kiidz Clubhouse services. However, they are willing

to pay RM200 to RM400 for that service if they had to use. For respondents who are

members of Kiidz Clubhouse, 62% of them chose neutral for the quality of service provided

and 46% of respondents feel neutral about the safety. Most of the respondents visit Plaza

Merdeka for about 0 to 2 times per month. Facebook, newspaper, internet newspaper and

television is the most commonly used media by the respondents to get daily news. Reading

story session, music learning session, teaching session and art work session are activities that

parents want to have for their kids if they sent them to Kiidz Clubhouse. Kidz Paradise is

highly preferred by parents; follow by Kiidz Clubhouse and Playground.

Page 2 of 31


Table of Contents

Executive Summary...............................................................................................................................2

1.0 Introduction.....................................................................................................................................4

2.0 Research problem............................................................................................................................4

3.0 Research objective...........................................................................................................................4

4.0 Research questions..........................................................................................................................5

5.0 Size of sampling..............................................................................................................................5

6.0 Research type..................................................................................................................................6

7.0 Data collection (Pilot interview)......................................................................................................7

8.0 Recommendations...........................................................................................................................8

9.0 Conclusion.......................................................................................................................................9

10.0 Appendix.....................................................................................................................................10

10.1 Results.....................................................................................................................................10

10.2 Sample questionnaire (Kiidz Clubhouse – Plaza Merdeka Mall).............................................28

Page 3 of 31


1.0 Introduction

Kiidz Clubhouse is established in Kuching in 2012 and it is located at Plaza Merdeka

shopping mall. It is a modern activity centre that designed for the all-round and holistic

development of children between the ages of 1 to 12 years old. Kiidz Clubhouse is a place for

kids to nurture their intelligence and challenge their creativity with providing educational

courses, workshops and play ground that kids will love the fun and enjoy the environment of

the clubhouse. In addition, it is the suitable place for parents to relax and confidently

watching their children learning actively in a safe, secure and hygienic premise if compare to

the other clubhouses like those are located at the Spring mall and also Boulevard mall which

only provide the playground for children instead of educational activities. Kiidz Clubhouse

does provide high quality facilities, equipment and personnel for the children safety and other

resources to facilitate the learning and recreation for children. Kiidz Clubhouse has a good

experience on the separation of different group of age kids into different areas could be used

as the advantages in this research. The purpose of this research is to find out whether Kiidz

Clubhouse can sustain if they provide day care or after care service to the children in the long

run process.

2.0 Research problem

Can Kiidz Clubhouse sustain if they offer Day care or after care services in the long run?

3.0 Research objective

To identify the types of additional and attractive services that can be provided to its

customers.

The objective would be to find out what other additional services that can be provided to

the customers of Kiidz Clubhouse. This will look at all the possibilities and see whether

it is feasible to have other services in additional to those that are already provided. It will

look at what are the current services provided and will help establish other services that

may attract more customers. It will attempt to identify what kinds of or types of services

should constitute the target audience. There will be a questionnaire will be designed and

used to get the data.

Page 4 of 31


To examine the sustainability of Kiidz Clubhouse if they provided Day-Care or After-

Care services.

This objective would seek to note that whether Kiidz Clubhouse would sustain by

providing either Day-Care or After-Care services for customers. This objective will look

at both arenas thoroughly. It will need to identify what are the pros and cons in

cooperating with a Day-Care or After-Care.

To determine whether Kiidz Clubhouse is located in the correct vicinity.

This objective will explore whether the current location of Kiidz Clubhouse is feasible

for the sustainability of the business. Given the fact that the present location is in the hub

of Kuching, a thorough exercise will be conducted in order to get the thoughts of the

customers on the location of Kiidz Clubhouse

4.0 Research questions

Is Kiidz Clubhouse located in the right vicinity?

Are the services of Kiidz Clubhouse perfect and relevant for its customers?

Is the pricing offered by Kiidz Clubhouse affordable for all?

Are the operating hours of Kiidz Clubhouse feasible for both working and non-working

parents?

Is the environment of Kiidz Clubhouse safe for children?

Will Kiidz Clubhouse sustain if they provide Day-Care or After-Care services?

5.0 Size of sampling

The size of our sampling is based on 90 respondents which are categorized in three specific

groups and they are 30 married parents with child, 30 newly married who plan to have child,

and 30 couples who plan to get married soon. All of these respondents are investigated and

interviewed at Plaza Merdeka mall as we used survey interview questionnaire to approach

our respondents.

Page 5 of 31


6.0 Research type

Exploratory Research

Our group had chosen exploratory research design to review the problem faced by Kiidz

Clubhouse. We conducted this type of research by visiting Kiidz Clubhouse and at the

advantages and limitations that they currently have. After confirming the problems, we then

came out with a few strategies to achieve our objectives. One of the strategies is to conduct

depth interviews. We have prepared the interview guide based on our research objectives and

the logistical issues such as location had also been determined. The advantages of this

interview are that it is easier for us to reach hard-to-access respondents such as busy

employees. Besides that, it can be also customize to suit individual respondents.

Descriptive Research

Other types of research we conducted are the descriptive research. Descriptive research is

also known as statistical research. This type of research describes data and characteristic

about the population and phenomenon being studied. Hence, we decided to focus on the

population around Plaza Merdeka to obtain the information regarding Kiidz Clubhouse. This

is done by interviewing the population of interest on how they review Kiidz Clubhouse.

Quantitative Data

Our objective in this type of data collection method is to quantify how many respondents are

willing to send their kids to Kiidz Clubhouse if the after-care or day-care system is

implemented, or is the location affect the decision of the respondents, or is the services

provided by Kiidz Clubhouse is not sufficient enough. Information is obtained through face-

to-face interviews, telephone interviews, web-based questionnaires and paper-pencil

questionnaires. Within the research framework, we analyse the feedback of the respondents

based on the basic social and demographic parameters such as professional status, living

standards, residing place and marital status.

Page 6 of 31


7.0 Data collection (Pilot interview)

1) One did not know about the Kiidz Clubhouse

During the interview process, we had asked the respondent whether he was interested in

taking part in our survey. He promptly answered with a ‘Yes’. Unfortunately, he did not

know much about Kiidz Clubhouse and he had no interest on it.

2) One was unwilling to put her child to the Kiidz Clubhouse

From the second respondent, she was unwilling to put her child in a day care or after care

service. It is because she would prefer to leave her child at home with a nanny or a

babysitter as it will be safer and save more money as compared to putting her child at a

day care or after care service centre.

3) Two was seemed interested to put their children to the Kiidz Clubhouse

In summary for the another two respondents, they have the same answers for the

interview as they stated that they have the interest to send their children to the Kiidz

Clubhouse during their working period if Kiidz Clubhouse provides day care or after

care service. Thus, they will be not worried on the safety of their child as Kiidz

Clubhouse provides efficient teacher/trainer to take care and guide the children.

Summary on our research after pilot interview testing

Apart from our research, we had concluded that our questionnaire was not required to have

any major improvements as most of the respondents can understand the actual meaning of the

question and they gave correct response regarding the questions asked by us. In addition, the

respondents felt comfortable when they are answering to the questionnaire. We had made

some minor changes on the questionnaires in order to make respondent more understand on

it. One thing to be mentioned is that we took the note on which questions to be questioned

regarding different categorised person.

Page 7 of 31


8.0 Recommendations

Based on our research, on question 16, we can identify that most of the people usually like to

obtain daily news via Facebook, television, radio and newspaper. Therefore, we recommend

that Kiidz Clubhouse should focus on updating or sharing Kiidz Clubhouse activity via

Facebook. Besides, Kiidz Clubhouse can make good use on Facebook which is more active

and easier to interact with its users. For example, Kiidz Clubhouse can share some topic and

knowledge that related to children such as kid healthy, important nutrition for kids and how

to handle bad habit of your kids which can attract more Facebook user notice on Kiidz

Clubhouse.

Moreover, we suggest that Kiidz Clubhouse can use radio broadcasting channels to advertise

their packages and services provided to increase brand awareness. The reason we chose radio

is due to two reasons. First reason being that radio advertising is actually cheaper than

television or newspaper. No need to mention on television as command sense is always

expensive. The second reason is that by using radio to advertise, Kiidz Clubhouse can gain

the benefit on targeting working parents. Usually working parents or anyone else would listen

to the radio when they are on their way to work or even after work.

In addition, based on o the results from our survey, on question 17, we can identify that

parents do prefer a day car or after care centre with more interactive educational services like

reading story session, music learning session, teaching session and art work session. Hence

we suggest that, Kiidz Clubhouse can add on more new programs or activities which focus

more on to learning for their kids which will also be an addition benefit to attract more

customers.

Page 8 of 31


9.0 Conclusion

Based on our survey of 90 respondents towards the research question, can Kiidz Clubhouse

sustain in the long run if they offered Day-Care or After-Care services? We conclude that

Kiidz Clubhouse can sustain if they offer day car or after care services. We have 7 reasons to

support this decision. 80% of the respondents who never use any day-care or after-care

services were willing to send their child to Kiidz Clubhouse in the future. 58% of the

respondents knew the existence of Kiidz Clubhouse in Plaza Merdeka mall which shows the

popularity of Kiidz Clubhouse. Moreover, 60% of the respondents agreed that Kiidz

Clubhouse is located in the correct vicinity, thus, making it a convenient place. Furthermore,

56% of the respondents agree that the price of entry fee to Kiidz Clubhouse is reasonable.

Most of the respondents consider that Kiidz Clubhouse is quite safe enough for their children

and are satisfied with the quality of Kiidz Clubhouse. Furthermore, the ranking of Kiidz

Clubhouse is neutral between the two competitors which are Kids Paradise and Boulevard

playground. This shows that Kiidz Clubhouse is quite acceptable by the majority of

respondents. In addition, to ensure that Kiidz Clubhouse Day-Care or After-Care can sustain

in the long run, Kiidz Clubhouse could follow the recommendations that suggest Kiidz

Clubhouse to improve and improvise more advertisements in media such as Facebook and

radio. Besides the above, Kiidz Clubhouse can generate more programs that focus on

educational activities to attract more customers.

Page 9 of 31


10.0 Appendix

10.1 Results

30

33%67%

60

Do you have kids between the ages 2 and 12?

Yes

No

Figure 1: Do you have kids between the ages 2 and 12 years old?

In figure 1, the pie chart shows the result of 90 respondents do and do not have kids between

the ages 2 and 12 years old. Based on our research, the number of respondents who have kids

between the ages 2 and 12 years old are 30 out of 90 or 33% of the respondents. It also

indicates that 60 out of 90 or 67% of the respondents do not have kids between the ages 2 and

12 years old. The 67% or 60 of the respondents who does not have kids can be grouped into

two categories, which are newly married couples who plan to have baby and couples who

plan to get married soon.

Page 10 of 31

(N = 90)


Yes No0

5

10

15

20

25

30

6

24

Do you use day/after care service for your children?

Figure 2: Do you use day-care or after-care service for your children?

Based on figure 2, the column chart presents the percentage and number of 30 married

parents with child who send their kids to day-care or after-care services. Around 20% or 6 of

the respondents send their kids to day-care centre meanwhile another 80% or 24 of the

respondents did not send their kids for day-care or after-care services. This shows that among

the respondents, the number of respondents who did not send their kids for day-care or after-

care services is higher than those who do. There are few reasons gathered from some of the

respondents from the survey process such as some of the parents will send their children to

kindergarten, some will take care by their own, some of parents will hire babysitter to take

care on their child, and some of parents will send their children to tuition school to let tuition

teacher to look after their children as well as provide education to their children.

Page 11 of 31

80%20%

(N = 30)

Others


0 5 10 15 20 25 30 35 40 45

233

46

814

2223

42

Important aspects for parents to select a particular day/after care centre

Safety

Provides education

Clean

Trustable Guardiance

Provide Good Service Quality

Reasonable price (affordable)

Good location of the day care centre

Place to sleep & bath

Healthy food provided

Play centre with Certificates

Figure 3: What aspect is important for you to select a particular day-care or after-care

centre for your kids?

The pie chart in figure 3 shows the percentage and number of the important aspects of 90

respondents to choose a particular day-care or after-care for their children. The result showed

42 of respondents’ aspect on safety, 26 of respondents’ aspect on others 23 of respondents’

aspect on providing education services, 22 of respondents’ aspect on clean environment and

14 of respondents’ aspect on trustable guardian. Based on the result, the highest percentage

on what respondent expected is safety while the lowest percentage on what respondent

expected is trustable guardian. According to the response from most of the respondents, they

mentioned that safety would be the first issue to consider before sending their children to any

day care centre or clubhouse. Based on the research, some parents gave the answers which

are classified as other category was little significant and they are provide good service

quality, reasonable price, good location of the day care centre, place to sleep & bath, healthy

food provided, and play centre with certificates.

Page 12 of 31

(N = 90)

(26)


58%

52

38

42%

Are you aware of the existence of KCH in Plaza Merdeka?

Yes

No

Figure 4: Are you aware of the existence of Kiidz Clubhouse in Plaza Merdeka?

The pie chart in figure 4 shows the percentage and number on the people who know the

existence of Kiidz Clubhouse in Plaza Merdeka based on 90 respondents. The 90 respondents

are 33% or 30 people of parents with child and 67% or 60 people of parents without child.

From the table above, we can see that more than half of our respondents which is 58% or 52

people of respondent did know about the existence of Kiidz Clubhouse in Plaza Merdeka.

Despite the fact of Kiidz Clubhouse located at the uppermost floors in Plaza Merdeka,

respondents still able to found out that there is a clubhouse there. This shows that Kiidz

Clubhouse is quite well-known in Plaza Merdeka.

Page 13 of 31

(N = 90)


59%19%

10%

4 2

Which services do you use in KCH?

Never use any (1)

Just play area (2)

Toddler Zone (3)

Art & Craft Zone (4)

Console Game Zone (5)

Figure 5: Which services do you use in Kiidz Clubhouse?

Based on the figure 5, the pie chart indicates the percentage and number on which services do

respondents use in Kiidz Clubhouse for their kids based on 52 respondents. According to the

result, there are 59% or 31 of people of respondents never use any services provided by Kiidz

Clubhouse, 19% or 10 people of respondents just use play area, 10% or 5 people of

respondents use toddler zone, 5% or 10 people art or craft zone and 4% or 2 people of

respondents use console game zone. The main reason why most of the parents never use the

service provided by the clubhouse is because they are not sure what services do Kiidz

Clubhouse have and they think it is expensive as they never survey on the price before.

Page 14 of 31

(N = 52)

531

8% 4%

10


18

20%80%

72

Do you have any idea about the advertisement made by KCH?

Yes

No

Figure 6: Do you have any idea about the advertisement made by Kiidz Clubhouse?

The pie chart in figure 6 shows the percentage and number on respondent who have any idea

about the advertisement made by Kiidz Clubhouse based on 90 respondents. The result show

that there is 80% or 72 people of respondents do not notice any advertisement that made by

Kiidz Clubhouse. However there is only 20% or 18 people who have idea about the

advertisement made by Kiidz Clubhouse. Although we had seen few unit of stand banner of

Kiidz Clubhouse advertisement placed around Plaza Merdeka, our interview survey resulted

that most of respondents did not know or seen the advertisement before. The reason of this

phenomenon may be caused by the incorrect placement or unattractive advertisement.

Incorrect placements of advertisement not only waste resources but also decrease the

effectiveness of advertising to target consumer.

Page 15 of 31

(N = 90)


63%

57

33

37%

Is KCH located in the correct vicinity?

Yes

No

Figure 7: Do you think Kiidz Clubhouse is located in the correct vicinity?

The pie chart in figure 7 shows that the percentage and the number of 90 respondents feel that

Kiidz Clubhouse is located in the correct vicinity. According to the result, it show that 63%

or 57 people of respondent do think that Kiidz Clubhouse is located in correct vicinity but

there is 37% or 33 people of respondent do not think that Kiidz Clubhouse is located in a

correct vicinity. Based on some respondent reason, why respondents think that Kiidz

Clubhouse were in the correct vicinity because some respondents who are working parent

around this area think that is a good place to open Kiidz Clubhouse here as they can send

their kid to Kiidz Clubhouse when there are busy on work.

Page 16 of 31

(N = 90)


6

46%

3

23%

3

23%

1 8%

Most oftenly used service at KCH

Just play area (1)Toddler Zone (2)Art & Craft Zone (3)Console Game Zone (4)

Figure 8: Which services of Kiidz Clubhouse you use more often?

In figure 8, the pie chart shows the percentage and number of services provided by Kiidz

Clubhouse that often used by 13 respondents. The result shows there are 46% or 6 people of

respondent used just play area, 23% or 3 people of respondent used toddler zone, 23% or 3

people of respondent used art and craft zone and 8% or just only 1 people of respondent used

console game zone. Based on respondent point of view, majority of the parents used only just

play area service provided by Kiidz Clubhouse because they usually conduct shopping there

and drop their children there for 1 or 2 hours so that parent have time to buy thing. Most of

the parents did not like to let their child joining the console game zone as they might think

that it is not healthy activity as it might harm their children eye if they play too long.

Page 17 of 31

(N=13)


Yes No0

5

10

15

20

25

30

35

29

23

Is the entry price at KCH reasonable?

Series1

Figure 9: Do you think the entry price at Kiidz Clubhouse is reasonable?

Figure 9, the column chart show the percentage and number of 52 respondents' opinion

toward price offered by Kiidz Clubhouse. Out of 56% or 29 people of respondents are

answered yes but 44% or 23 of the respondents are answered no. Based on what majority of

respondent had told us, they think that the entry price of Kiidz Clubhouse is reasonable

because they understand that the capital too set up a play centre is not cheap and they also

think that Kiidz Clubhouse consist a lot of activity zone which can allow their kids to enjoy

different activity make them feel worth of it.

Page 18 of 31

44%56%

(N = 52)


Yes No0

5

10

15

20

25

8

22

Are you a member at any other play centre?

Series1

Figure 10: Are you currently a member of any other play centre?

Figure 10 illustrates the percentage and number of the respondents whether currently they are

member of any other play centre. Among 30 respondents who were married with children

answered the questionnaire, it indicates that only 27% or 8people of the respondents are the

existing members of other play centre, another 73% or 22 people of the respondents do not

have membership at any other play centre. Most of the reasons given by the respondents are

they usually just let their kid to have fun in play centre during public holiday or may be

weekend without school so it is no point to own a membership because they do not send their

kids to play centre often.

Page 19 of 31

74%26% 73%

(N = 30)

27%


39

43%57%

51

Preference to use day/after care service

1 2

Figure 11: Will you prefer to use the service of Kiidz Clubhouse if they start Day-care

centre or after-school centre as well?

Based on figure 11, the pie chart show the result of 90 respondent‘s preference to use either

day of after care service. The result had shown that there were 43% or 39 people of

respondent want to use the services of Kiidz Clubhouse but there were 57% or 51 people of

respondent do no want to use the services of Kiidz Clubhouse. Based on respondents point of

view, the reason for those respondents who prefer to use Kiidz Clubhouse services is because

they think that Kiidz Clubhouse provide a lot of activity which their children might interest or

enjoy on it but the reason for those respondent who do not prefer to use Kiidz Clubhouse

services is because nowadays majority of parent are concerning on their kids study

knowledge will prefer on education services at first choice so respondent do not choose Kiidz

Clubhouse due to it do not provide more on education services.

Page 20 of 31

(N = 90)


RM0 - RM100 RM101 - RM200

RM201 - RM300

RM301 - RM400

RM401 - RM500

No Answer0

5

10

15

20

25

6

10

2220

13

19

Willingness to pay for the day care service per month

Figure 12: How much are you willing to pay for the day care service per month?

The figure 12 column chart show that the percentage and number of 90 respondents on how

much they willing to pay for the day care service per month. Based on the result there are

24% or 22 people of respondents willing to pay the amount between RM201-RM300, 22% or

20 people of respondents willing to pay the amount between RM301-RM400, 21% or 19

people of respondents choose to no answer, 15% or 13 people of respondents willing to pay

the amount between RM401-RM500, 11% or 10 people of respondents willing to pay the

amount between RM101- RM200 and 7% or 6 people of respondents willing to pay the

amount from RM100 and below. So based on this result, we can identify that the most

acceptable price by majority of respondent is between RM200-RM400.

Page 21 of 31

11% 15%22%24%7%

(N = 90)

21%


Very Satisfied (5)

Satisfied (4)

Neutral (3)

Unsatisfied (2)

Very Unsatisfied (1)

0 1 2 3 4 5 6 7 8 9

1

2

8

2

0

How do you feel about the quality of service provided by KCH?

Figure 13: How do you feel about the quality of service provided by Kiidz Clubhouse?

In the figure 13, the bar chart shows the percentage and number of 13 married parents with

children who were the existing customers responded to the quality of service provided by

Kiidz Clubhouse. Based on the chart above, there are majority of the married respondents

which is 62% or 8 out of 13 married parents rated the service quality of Kiidz Clubhouse as

neutral which means the service quality is moderate and fine with no negative comment.

There were 15% or 2 sets of parent rated the service quality of Kiidz Clubhouse as unsatisfied

because they gave the reason that, the place is not clean enough and the playing equipment

for kids were not as much as compared to Kidz Paradise (Spring mall). There were 15% or 2

married respondents rated the service as satisfied while there were 8% or 1 married

respondent rated the service as very satisfied because they gave the reason that Kiidz

Clubhouse provides good place for children to play and stay.

Page 22 of 31

15%

62%

15%

8%

(N = 13)


Strongly Agree (5)

Agree (4)

Neutral (3)

Disagree (2)

Strongly Disagree (1)

0 1 2 3 4 5 6 7

1

4

6

1

1

Is KCH a safe place for children?

Figure 14: Kiidz Clubhouse is a safe place for children to stay and play

In figure 14, the column chart shows the percentage and number of 13 married parents with

children who were also the existing customers of Kiidz Clubhouse by thinking that Kiidz

Clubhouse is a safe place for children to stay and play. There were 46% or 6 out of 13

married parents felt that it was neutral for them think that Kiidz Clubhouse was a safe place

for children to stay and play. In addition, 30% or 4 out of 13 respondents were agreed with

that statement and 8% or 1 out of 13 respondents strongly agreed with that statement as well.

In contrary, there was 1 out of 13 respondents disagreed with this statement and one another

strongly disagreed about this statement as well. They gave the reason that the place there is

not clean enough and without the present of trustable guardian.

Page 23 of 31

8%

8%

46%

30%

8%

(N = 13)


0 - 2 (1) 3 - 5 (2) 6 - 8 (3) 9 & above (4)05

101520253035404550

44

34

12

0

No. of expected visits to Plaza Merdeka / Month

Figure 15: How often will you visit Plaza Merdeka within a month in near future?

Based on figure 15, the bar chart is about the result of 90 respondents on their how many

times they will visit Plaza Merdeka mall in a month in the near future. 49% of the individuals

and the couples said that they would be visiting the place between 0 to 2 times in a month,

making that the highest. While none said that they will visit the place more than 9 times in a

month. 38% or 34 people of the participants said that they will be visiting the place 3-5 times

while 13% or 12 people of respondents were to be visiting the place more frequently 6-8

times. Though it was not part of the questionnaire and when asked them why, they were

either working or living close to the Plaza.

Page 24 of 31

49%

49% 13%38%

(N = 90)


Banner, brochure, template

Youtube

Magazine, book, article

Twitter

Radio

Television

Newspaper, internet newspaper

Facebook

0 10 20 30 40 50 60 70 80 90

33

34

35

39

50

60

73

77

Most commonly used media

Figure 16: Which social media or news channel that you commonly use to obtain daily

news?

In figure 16, the column chart illustrates the percentage and number of social media or new

channel that commonly used by 90 respondents to obtain daily news. From the result above,

majority of the respondents like to use Facebook, newspaper and internet newspaper to obtain

daily news while less respondent used YouTube, magazine, book, article, and banner to

obtain news. Facebook is a very useful and well known social media that connect all the

people around the world. There are 77 out of 90 respondents used this social media to obtain

daily news as they had provided some information about why they use this media to get news

during the survey. Some of them ever visited the Facebook page as well in order to know

more about the clubhouse while some of them mentioned that they saw the advertisement,

promotion, and some events through the Facebook page of Kiidz Clubhouse.

Page 25 of 31

(N = 90)


0

10

20

30

40

50

60

70

80 7264 64

59

38 3632 30

0

Services expected by parents

Series1

Figure 17: If Kiidz Clubhouse provides day care or after care service to your children,

what activity or learning session would you think is suitable for your children?

Figure 17 indicates the percentage and number for what activity or learning session that 90

respondent would prefer for their children, if Kiidz Clubhouse provides day care or after care

service to their children. From the result, majority of the respondents prefer reading story

session, music learning session, teaching session and art work session for their children

while less respondent prefer ice breaking session, game session, cartoon session and tea break

session. Based on the result we can know that majority of respondents are concerned and

preferred a day care or after care service that comes with education services or learning

services as this fact can help to educate the children before they proceed to primary school. In

summary for this chart, majority of the respondents would prefer to send their children to

Kiidz Clubhouse if it provides day care or after care service with effective learning or

education session.

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(N = 90)

20% 14% 40% 23% 24% 26% 31% 34% 9%


Rank 1 Rank 2 Rank 30

5

10

15

20

25

30

35

40

1821

28

13

22

31

36

23

8

Ranking among the parents's preference for kids play ground or clubhouse

Kiidz Clubhouse - Plaza Merdeka Mall

Playground - Boulevard Mall

Kidz Paradise - Spring Mall

Figure 18: Please rank among following your preference for kids play ground or

clubhouse. (Priority from 1 to 3)

The bar chart above shows the percentage of respondent who rank among the preference of

three kids centre or clubhouse with the priority from 1 to 3. The three kid centres are Kiidz

Clubhouse (Plaza Merdeka mall), Kids Paradise (Spring mall) and Boulevard playground

(Boulevard mall). There are only 67 respondents out of 90 who responded to this question.

From the chart above, for the rank 1 column, Kidz Paradise (Spring mall) deserves the

highest percentage which is 40%, followed by 20 % of Kiidz Clubhouse (Plaza Merdeka

mall), lastly 14% of playground (Boulevard mall). From the survey, the customers mentioned

the reason why they ranked Kidz Paradise as the 1st place among these three kids centre was

because that centre provides clean and big space for children to play, sufficient and fun

equipment, preference from the children to influence their parents to bring them go Spring

mall instead of another two. From the overview of the chart, Kiidz Clubhouse reserved a

neutral and normal feedback from customer as it is in the second position if ranked by the

average among three kids’ centres like Kids Paradise, Boulevard playground and Kiidz

Clubhouse. Unlike Boulevard playground, most of the parents gave the feedback that the

playground there is dirty and the equipment is old and not safe enough for their children to

play there.

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(N = 90)


10.2 Sample questionnaire (Kiidz Clubhouse – Plaza Merdeka Mall)

1) Do you have kids between the ages 2 & 12 years old?

Yes No

2) Do you use day-care or after-care service for your children?

Yes No

If yes, where? ______________________________

If No, why? ______________________________

3) What aspects are important for you to select a particular day care or after-care centre for

your kids?

________________________________________________

4) Are you aware of the existence of Kiidz Clubhouse in Plaza Merdeka?

Yes No

5) Which services do you use in Kiidz Clubhouse?

(Can tick more than one)

Never use any

Just play area

Toddler Zone

Art & Craft Zone

Console Game Zone

6) Do you have any idea about the advertisement made by Kiidz Clubhouse?

Yes No

If yes, do you remember any last advertisement you have seen?

Yes No

If yes, where had you seen those advertisements? _____________

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7) Do you think Kiidz Clubhouse is located in the correct vicinity?

Yes No

8) Which services of Kiidz Clubhouse you use more often?

_________________________________________________________

9) Do you think the entry price at Kiidz Clubhouse is reasonable?

Yes No

If No, what should be the price? RM___________

10) Are you currently a member of any other play centre?

Yes No

If Yes, name of the play centre___________________________

11) Will you prefer to use the service of Kiidz Clubhouse if they start Day-care centre or

after-school centre as well?

If Yes, why?

______________________________________________________

If No, why?

______________________________________________________

12) How much are you willing to pay for that service day care or after care?

Per month RM ___________

13) How do you feel about the quality of service provided by Kiidz Clubhouse?

(Put only one tick )

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Very satisfied Satisfied Neutral Unsatisfied Very unsatisfied

14) Kiidz Clubhouse is a safe place for children to stay and play.


Strongly Agree Agree Neutral Disagree Strongly Disagree

15) How often will you visit Plaza Merdeka mall within a month in near future?


0 – 2 3 – 5 6 – 8 9 & above

16) Which social media or news channel that you commonly use to obtain daily news?

(Can tick more than one time)

Facebook

Twitter

Youtube

Newspaper, internet newspaper

Radio

Television

Magazine, book, article

Banner, brochure, template

Other: __________________________

17) If Kiidz Clubhouse provides day care or after care service to your children, what activity

or learning session would you think is suitable for your children?

(Can tick more than one time)

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Ice breaking session

Music instrumental learning session

Reading story book session

Teaching session

Art work practicing session

Tea break session

Playing games session

Cartoon movie session

Other: _____________________________

18) Please rank among following your preference for kids play centre or clubhouse.

(Priority from 1 to 3)

Kidz Paradise (Spring mall)

Kiidz Clubhouse (Plaza Merdeka mall)

Playground (Boulevard mall)

Page 31 of 31

Documents

Diamond Group_Marketing Research_Final Report (4)