MKT244

Consumer Behaviour
Ms. Fong Yee Ling
Diploma in Entrepreneurship

CONSUMER RESEARCH
Submission Date: June 29, 2018

Suwanda Kusuma (EW4710)

Very Gunawan (EW4701)
Pamela Teo Lie (EW4745)
 MKT244: Consumer Behaviour
Ms. Fong Yee Ling

TABLE OF CONTENTS

INTRODUCTION......................................................................................................................... 2
METHOD(S) OF STUDYING CONSUMER BEHAVIOR ...................................................... 3
ANALYSE THE RESULTS OF THE SURVEY AND INCLUDE DISCUSSION AND
FINDINGS ..................................................................................................................................... 4
CONCLUSION ............................................................................................................................. 7
HARVARD REFERENCES ........................................................................................................ 8

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 MKT244: Consumer Behaviour
Ms. Fong Yee Ling

INTRODUCTION
AEON Mall in Malaysia was set up in 1984 by the president of Jaya Jusco Stores Sdn. Bhd.
It was established in Malaysia, in response to the Malaysian Prime Minister Dato Seri Dt. Mahathir
demand to support modernize the retail industry in Malaysia via the world’s most unconventional
management expertise. Dr. Mahathir believe that the modernization of the retail business was
pivotal for the nation’s monetary development.

Following this, a joint wander organization was built up in September 1984. There were
three gatherings included: JUSCO Co., Ltd., Japan, Peremba, a main government owned property
organization and Cold Storage, a head market chain store. JAYA JUSCO’s objective was to
develop with the people of Malaysia over the transmission of expertise from Japan to Malaysia
and human resource development, two aspects which would contribute greatly to the growth of
Malaysia.

The objectives of the project were as follows:

Firstly, to identify the factors that are making AEON Mall successful. The victory of
modern shopping centres relies on a sum of perilous success factors. These factors comprise
attainability, effortless business, service, atmosphere, value, active marketing and cleanliness.
Secondly, to find customer’s awareness of AEON Mall’s services. Thirdly, to know the types of
consumers buying a product and their buying motives, opinions about the product. Fourthly, gain
a more detailed understanding of consumer’s needs. And the last but not least, to identify what is
needed for the development of the market.

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 MKT244: Consumer Behaviour
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METHOD(S) OF STUDYING CONSUMER BEHAVIOR

For finding out several details of our project, we have to discover the various aspects which
is making the shopping malls so attractive to the customer; we have to also find out the influence
of these factors to the mall. There are many methods to study customer behaviour. There are some
methods listed down to study consumer behaviour like observation, interview and survey and
experimentation. In this research, we are going to use two methods of consumer behaviour are
observation and interview and survey.

Observation is the process of monitor someone or something and record down the action
which need to be observed. In-home observation defined as examination of how and when
consumer use and consume product in their household. Shadowing is following and observing
consumers in the shopping and consumption process. Physiological method is the research which
is related to scientific such as the techniques rented from medicine, psychology, other sciences
including cameras to measure eye movement and MRI.

We have to visit various stores in the shopping mall and by observation method we have
to look for the various factors which is making the mall so attractive to the customer; we also need
to interview the customer and ask them about their choice and favourites like what are the things
that they like about the shopping mall that includes (variety, pricing, environment, service, and
cleanliness).

The method that we used is the survey method. Survey is a well-organized method for
collecting the data form a large sample of consumers by asking inquiry and copy the response. We
designed a survey that consist a total of 16 questions. The first 4 questions are the demographic
questions which are age, gender, income level, and occupation. Question 5, 6, 7, 8, and 9 focus on
customer behaviour toward the mall. Question 10 to 16 inquires the responses of the customers
towards the products, services, and environment of the mall.

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ANALYSE THE RESULTS OF THE SURVEY AND INCLUDE DISCUSSION AND

FINDINGS
Throughout the survey or the research that we have conducted, by contributing
questionnaire to 20 people that has different background who have visited and shop at AEON Mall.
From our survey or questionnaire that we gave to 20 different people, about 60% of female visited
the AEON Mall. This survey shows that girls or women love to shopping better than male, for a
number of reasons that female love to are: they tend to take their pride in their ability to shop, the
way the see the shopping process as their leisure time or activity, generally and the fact is they
visit more shops per shopping trip than male, the important thing is the social interaction as the
part of the shopping experience as we know it that female like to talk, and they shop to express
their love for families and the loved ones. Bastos (2009) says life situations could influence how
much, or how little, a women enjoy shopping. For example, a few women love shopping more
when they are in unstable financial position. The capability is greater when they are going to get a
good deal but they have less money in their wallet.

Besides that, out of 20 people, around 14 people at the age of 18 – 25 has visited AEON
Mall. We could know that AEON Mall are likely to be visited by youngster than the old citizen,
this is the reason behind why AEON Mall apply the modern shopping complex. For those who are
at middle age or old people would might feel uncomfortable for this condition. Income level, from
the survey that we handling shows that most of them who visited AEON Mall are at low level
salary and approximately is around RM1000. The people who are likely to stop their destination
at AEON Mall are student, from our survey, 11 student has visited AEON Mall. The value added
at its place makes the student interested about, the interior, lightness, cleanliness, and definitely
the people around that mall are mostly at their age, that is why the reason they would feel
comfortable. And the fact that AEON Mall is the only shopping mall that designed really good,
high class and well organized in Kuching compare to other mall.

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Customer behaviour toward the mall, the survey stated that 50% of many of the people
rarely visit AEON Mall, the reason why this is happen it might be due to this mall was just recently
open not long ago, many of the sub lot not fully filled, and the MBO or cinema still have not open
yet.

The purpose of the citizen visiting the mall according to our survey are mostly just to want
to have a good shopping experience while the others are just want to hanging out with their families
or friends. Nowadays, the youngster are likely visit the shopping mall just to hanging out with their
friends, it might be due to their financial position so they just doing a windows shopping.

The time that people spend at AEON Mall almost all of the participant or about 60% of
them spend their time around 1 – 2 hours, we could say that apparently they tend to spend their
time walk around, take a picture around the mall, since the mall has really good interior and it’s
really do attract people.

Type of store that people tend to visit via the questionnaire apparently is the clothing store,
the majority 40% of people that we have conducted chose that, the purpose many of the people
visit the shopping mall is definitely to shop clothing stuff, when people are going to mall, their
mind, eye and the attraction tend to look toward the clothing stuff compare to other things.

The consideration of customer when purchasing product toward the mall, about 50% of
customer decide to look after the quality first, this perspective mostly appear when people are
going to buy things, because they believe that good quality will always their choose without
looking about their prices and they apparently choose their product carefully. The other side, about
35% of customer focus on the price, this type of customer would mostly choose the expensive one,
and they tend to think that price is always show the good quality.

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The satisfaction of the customers towards the products, services, and environment of the
mall. The organization of the AEON Mall stores, from all of the questionnaire that we gave to
random customer, the majority feel that somewhat satisfied about the organization. The cleanliness
of the mall it really show terrific result from the participant, about 75% of the participant somewhat
satisfied and the other is very satisfied about the cleanliness of the mall. This is one of the reason
why this mall keep making the people to visit their mall. The interior design of the mall quite make
the customer really satisfied about it, only a few people dislike it. Like what we have stated before,
this mall has a really modern interior design, although the size of the mall is not bigger compare
to Viva City Mall, but the quality and the high class and high standard it make the different to
other mall in Kuching.

The interaction with the sales staffs of the mall, about 65% they felt between neither
satisfied nor dissatisfied, since the visitors are mostly youngster, they apparently don’t care about
this kind of stuff, but for the old citizen they would love this kind of kindness and helpful sales
staff. The variety of stores in the mall, but still, people satisfied about the variety stores that AEON
Mall provided, even though there are still shop lot that have not filled yet but they still get a good
vibes toward the mall.

There are more than over 30 stores in AEON Mall, at the same time this could bring a good
news to a shopaholic who really love to walk around the mall. Parking availability, some of them
felt satisfied and some of them felt somewhat dissatisfied, due to the visitor keep coming this issues
might happen, but the other things is they fell that maybe the parking lot is very confused them, so
they might tell other people that it was very difficult to park the car, but the fact is AEON Mall
offer a lot of parking space for the customer, and it really well organized.

From the price offered, they totally no problem with this, as the result of the survey, only
a few people felt that the price is not fair, but the rest is mostly somewhat satisfied and very
satisfied about the price that the AEON Mall offer. The fact that most of the shopping mall are
likely offer the same price, and the customer is already know that before they go.

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CONCLUSION
In conclusion, AEON Mall should maintain what they have done so far, from the survey
that we have distributed, it shows that the customer behaviour toward the mall is very good, and it
affect all people because of word-of-mouth. On the other hand, they need to keep discussing and
finding the problem that the customer experience in it and solve other small issues that might be
affect the name of the AEON Mall. Lastly, the data shows that AEON Mall would be keep growing
and keep giving the satisfaction to their customer.

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HARVARD REFERENCES
AEON CO. (M) BHD. (2018). Available at: http://aeonretail.com.my/corporate/about/history/
(Accessed: 26 June 2018).

DYE, O. (2018) Shop Till You Drop? Why Women Love It, ABC News. Available at:
https://abcnews.go.com/Technology/DyeHard/women-love-shop-men-dont-blame-
evolution/story?id=9281875 (Accessed: 26 June 2018).

Project on Shopping Malls | Shopping Mall | Department Store (2018). Available at:
https://www.scribd.com/doc/28833667/Project-on-Shopping-Malls (Accessed: 26 June 2018).

(2018). Available at:

http://www.managementdecisionsinc.com/images/PDF/Market%20Analysis%20Report%20(Exa
mple%20Research).pdf (Accessed: 26 June 2018).

(2018). Available at:

https://repository.up.ac.za/bitstream/handle/2263/19875/Kotze_Gender%282012%29.pdf?sequen
ce=1 (Accessed: 26 June 2018).

https://images.template.net/wp-content/uploads/2016/03/03115533/Marketing-Research-Report-
PDF-Free-Download.pdf (2018).

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