ATT

ATT
ATT

ATT
 R

R
R

R
Gender Cumulative
Frequency Percent Valid Percent Percent
Male 437 51.1 51.1 51.1
Female 419 48.9 48.9 100.0
Total 856 100.0 100.0

Ethnic Cumulative
Frequency Percent Valid Percent Percent
Malay 411 48.0 48.0 48.0
Chinese 325 38.0 38.0 86.0
Indian 94 11.0 11.0 97.0
Others 26 3.0 3.0 100.0
Total 856 100.0 100.0

Marital Status Cumulative

Frequency Percent Valid Percent Percent
Single 465 54.3 54.3 54.3
Married 391 45.7 45.7 100.0
Total 856 100.0 100.0
 Age Cumulative
Frequency Percent Valid Percent Percent
<21 107 12.5 12.5 12.5
21-35 506 59.1 59.1 71.6
36-50 212 24.8 24.8 96.4
>50 31 3.6 3.6 100.0
Total 856 100.0 100.0

Shopping Frequency Cumulative

Frequency Percent Valid Percent Percent
Daily 60 7.0 7.0 7.0
Once a week or more 173 20.2 20.2 27.2
2-3 times a month 191 22.3 22.3 49.5
Once a month 208 24.3 24.3 73.8
every 2-3 months 143 16.7 16.7 90.5
2-3 times a year 81 9.5 9.5 100.0
Total 856 100.0 100.0
 N Minimum Maximum Mean Std. Deviation
High Quality 856 1 6 3.84 .945
Several Brands 856 1 6 4.15 .942
Good Condition 856 1 6 4.15 .865
Visual Appearance 856 2 6 4.07 .867
Maintenance & Repair 856 1 6 4.16 .902
National Brand 856 1 6 4.14 .989
Merchandise
Attribute Mean 4.09

0
High Quality Several Good Visual Maintenance National
Brands Condition Appearance & Repair Brand
Merchandise
 N Minimum Maximum Mean Std. Deviation
Cheaper In Buy Additional 856 1 6 3.81 1.081
Lowest Price In Area 856 1 6 3.98 1.070
Everyday Best Price 856 1 6 4.07 1.013
Reasonable Price 856 1 6 4.16 .902
Best Value For Money 856 1 6 3.06 1.482
Price Low Throughout Year 856 1 6 3.85 .981

Attribute Mean 3.82

0
Cheaper In Lowest Price Everyday Reasonable Best Value Price Low
Buy In Area Best Price Price For Money Throughout
Additional Year
 N Minimum Maximum Mean Std. Deviation
Fast Checkout 856 1 6 3.44 1.068
Convenience Parking 856 1 6 3.85 1.127
Near To My Living Place 856 1 6 3.75 1.180
Appealing Decor 856 1 6 3.90 .944
Easy Layout 856 1 6 3.99 .964
Convenient Public 856 1 6 3.36 1.136
Transport

Attribute Mean 3.72

0
Fast Convenience Near To My Appealing Easy Layout Convenient
Checkout Parking Living Place Decor Public
Transport
 N Minimum Maximum Mean Std. Deviation
Advertised Merchandise 856 1 6 3.76 1.050
Available
Offer Coupons 856 1 6 3.23 1.216
Seasonal Promotions 856 1 6 4.01 1.012
Privilege Card 856 1 6 3.25 1.269
Well Informed Of 856 1 6 3.61 1.156
Promotions
Attractive Promotions 856 1 6 3.77 1.055
Attribute Mean 3.61

0
Advertised Offer Seasonal Privilege CardWell Informed Attractive
Merchandise Coupons Promotions Of Promotions
Available Promotions
 N Minimum Maximum Mean
Descriptive Statistics of 856 1 6 4.09
Product Factor

Descriptive Statistics of
Price Factor 856 1 6 3.82
Descriptive Statistics of

Place/Distribution Factor 856 1 6 3.72

Descriptive Statistics of

Promotion Factor 856 1 6 3.61

Attribute Mean 3.61

Marketing Mix Model, 4Ps

4.2

4
3.8
3.6
3.4
3.2 Product Price Place/Distributi Promotion

Mean 4.09 3.82 3.72 3.61

Marketing Mix Factor
 Cumulative
Frequency Percent Valid Percent Percent
Price 401 46.8 46.8 46.8
Promotions 180 21.0 21.0 67.8
Place/Distribution 151 17.6 17.6 85.4
Product 124 14.5 14.5 100.0
Total 856 100.0 100.0

500

400

300

200

100

0
Product Price Promotions Place/Distribution
Motivating Factor
 Gender Total
Male Female
Motivating Product 58 66 124
Factor
Price 218 183 401
Promotions 74 106 180
Place/Distribution 87 64 151
Total 437 419 856

Ethnic Total
Malay Chinese Indian Others
Motivating Product 56 56 10 2 124
Factor
Price 225 112 53 11 401
Promotions 67 90 17 6 180
Place/Distribution 63 67 14 7 151
Total 411 325 94 26 856
 Marital Status Total
Single Married
Motivating Product 86 38 124
Factor
Price 194 207 401
Promotions 99 81 180
Place/Distribution 86 65 151
Total 465 391 856

Age Total
<21 21-35 36-50 >50
Motivating Product 17 87 19 1 124
Factor
Price 43 224 115 19 401
Promotions 24 111 42 3 180
Place/Distribution 23 84 36 8 151
Total 107 506 212 31 856
 Shopping Frequency Total
Once
a 2-3
week times Once every 2- 2-3
or a a 3 times
Daily more month month months a year
 Motiva 3 16
ting
Produc 21 89
t 32 32
Factor
4 36
Price 60 173
Promo
tions
Place/Di
stributio
n

Total
 Std. Attribute
N Minimum Maximum Mean Deviation Mean
High Quality 214 2 6 4.18 .791
Several Brands 214 2 6 4.52 .887
Good Condition 214 3 6 4.54 .742
Visual Appearance 214 3 6 4.44 .702
Maintenance & Repair 214 1 6 4.42 .889
National Brand 214 1 6 4.40 1.015
Merchandise
Product 4.42
Cheaper In Buy Additional 214 1 6 3.81 1.106

Lowest Price In Area 214 1 6 4.09 1.118

Everyday Best Price 214 1 6 4.20 1.109
Reasonable Price 214 1 6 4.34 .872
Best Value For Money 214 1 6 3.23 1.542
Price Low Throughout Year 214 1 6 3.98 1.050

Price 3.94
Fast Checkout 214 1 6 3.81 1.127

Convenience Parking 214 1 6 4.39 1.120

Near To My Living Place 214 1 6 4.15 1.239
Appealing Decor 214 1 6 4.10 .885
Easy Layout 214 1 6 4.30 .991
Convenient Public 214 1 6 3.09 1.232
Transport
Place/Distribution 3.97
Advertised Merchandise 214 1 6 4.22 .962

Available
Offer Coupons 214 1 6 3.35 1.242
Seasonal Promotions 214 1 6 4.41 .860
Privilege Card 214 1 6 3.41 1.437
Well Informed Of 214 1 6 4.01 1.235
Promotions
Attractive Promotions 214 1 6 3.99 1.122
Promotion 3.90
 Std. Attribute
N Minimum Maximum Mean Deviation Mean
High Quality 214 1 6 3.75 .974
Several Brands 214 1 6 4.05 1.062
Good Condition 214 1 6 3.98 .986
Visual Appearance 214 2 6 3.74 .952
Maintenance & Repair 214 2 6 4.12 .993
National Brand 214 1 6 3.84 1.157
Merchandise
Product 3.91
Cheaper In Buy Additional 214 1 6 4.00 1.343

Lowest Price In Area 214 1 6 4.09 1.245

Everyday Best Price 214 1 6 4.13 1.182
Reasonable Price 214 1 6 4.25 1.035
Best Value For Money 214 1 6 2.11 1.310
Price Low Throughout Year 214 1 6 3.82 1.034

Price 3.73
Fast Checkout 214 1 5 3.25 1.079

Convenience Parking 214 1 6 3.35 1.357

Near To My Living Place 214 1 6 3.55 1.369
Appealing Decor 214 1 5 3.53 1.073
Easy Layout 214 1 6 3.76 1.116
Convenient Public 214 1 6 3.09 1.221
Transport
Place/Distribution 3.42
Advertised Merchandise 214 1 6 2.93 1.141

Available
Offer Coupons 214 1 6 2.29 1.122
Seasonal Promotions 214 1 6 3.56 1.220
Privilege Card 214 1 6 2.64 1.416
Well Informed Of 214 1 6 2.86 1.246
Promotions
Attractive Promotions 214 1 6 3.40 1.259
Promotion 2.95
 Std. Attribute
N Minimum Maximum Mean Deviation Mean
High Quality 214 2 6 3.93 .748
Several Brands 214 2 6 4.26 .784
Good Condition 214 1 6 4.17 .846
Visual Appearance 214 2 6 4.02 .784
Maintenance & Repair 214 1 6 4.03 .793
National Brand 214 1 6 4.21 .901
Merchandise
Product 4.10
Cheaper In Buy Additional 214 1 6 3.42 .960

Lowest Price In Area 214 1 6 3.72 1.014

Everyday Best Price 214 1 6 4.00 .937
Reasonable Price 214 1 6 4.14 .877
Best Value For Money 214 1 6 2.71 1.275
Price Low Throughout Year 214 1 6 3.58 .883

Price 3.60
Fast Checkout 214 1 6 3.34 .945

Convenience Parking 214 1 6 4.06 .881

Near To My Living Place 214 1 6 3.43 1.147
Appealing Decor 214 1 6 4.02 .858
Easy Layout 214 1 6 4.03 .869
Convenient Public 214 1 6 3.38 1.093
Transport
Place/Distribution 3.71
Advertised Merchandise 214 1 6 3.89 .818

Available
Offer Coupons 214 1 6 3.33 1.023
Seasonal Promotions 214 2 6 4.23 .910
Privilege Card 214 1 6 3.07 .993
Well Informed Of 214 1 6 3.64 .908
Promotions
Attractive Promotions 214 1 6 3.76 .837
Promotion 3.70
 Std. Attribute
N Minimum Maximum Mean Deviation Mean
High Quality 214 1 6 3.49 1.095
Several Brands 214 2 6 3.76 .853
Good Condition 214 2 6 3.91 .723
Visual Appearance 214 3 6 4.06 .867
Maintenance & Repair 214 2 6 4.07 .877
National Brand 214 3 6 4.10 .762
Merchandise
Product 3.90
Cheaper In Buy Additional 214 3 6 3.99 .725

Lowest Price In Area 214 2 6 4.03 .822

Everyday Best Price 214 2 6 3.95 .762
Reasonable Price 214 2 6 3.92 .749
Best Value For Money 214 1 6 4.18 .886
Price Low Throughout Year 214 2 6 4.04 .884

Price 4.02
Fast Checkout 214 2 6 3.37 1.030

Convenience Parking 214 1 6 3.61 .760

Near To My Living Place 214 2 6 3.86 .740
Appealing Decor 214 2 6 3.96 .844
Easy Layout 214 2 6 3.86 .758
Convenient Public 214 2 6 3.89 .740
Transport
Place/Distribution 3.76
Advertised Merchandise 214 1 6 3.97 .750

Available
Offer Coupons 214 2 6 3.96 .798
Seasonal Promotions 214 2 6 3.85 .781
Privilege Card 214 2 6 3.86 .783
Well Informed Of 214 2 6 3.93 .787
Promotions
Attractive Promotions 214 2 6 3.93 .845
Promotion 3.92
 ATT ATT ATT ATT

R
R
R
R

ATT ATT ATT ATT

ATT
ATT
ATT
ATT

RN ATT RN ATT RN ATT RN ATT RN

R R

R R
ATT ( R ) ATT ( R )

ATT ( R ) ATT ( R )
ATT ( R ) ATT ( R )
R R

R R
ATT ( R ) ATT ( R )
 ATT ATT ATT ATT

R
R
R
R

Jc

R R R R

R {1,2,3,4} {1,2,3,4} {1,3}

R {2}
R {1,3,4} {1}
R {2,4}
j
Jc R R

i
j
J c
R R ATT R ATT j Rj

i i i

R R
i j

R R K
i j j Jc j
K
j j
th
 R R

R R K K K

R R R R

R 1 1 0.50
R 0 0.25
R 0 0.75 0.25
R 0.50

R
i

R
j

C*

C*

C*

R R
i j
T c Ri Rj
 R R R R
R 1 1 0
R 0 0
R 0 1 0
R 0

ATT j Rj ATT i Ri Td

R R ATT R ATT R
j i j j i i

R R
i j
R
R R R
i j i

Ri Rj Tc Td

R R
i j

Ri Rj Tc
 R

R R

R nd
R R R

R R