Customer’s Motivation towards NOVA Electronic Shop: Analysis of Marketing Mix Theory Global Marketing Course National Chiao Tung University By: Hendrik.

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Presentation transcript:

Customer’s Motivation towards NOVA Electronic Shop: Analysis of Marketing Mix Theory Global Marketing Course National Chiao Tung University By: Hendrik Li IIM /

Research Methods Outlines Introduction Discussion & Suggestion Data Collection &Analysis Literature Review

Introduction Research Background Research Questions & Hypotheses Research Methods & Limitations

Research Background In 2004, the size of the computer and consumer electronics retail market worth more than NT$200 billion in Taiwan NOVA is one of the biggest players for consumer electronic retailer in Taiwan NOVA using marketing mix theory (Product, Price, Place and Promotion)

Research Question and Hypotheses Research Questions: 1.From 4 Ps marketing mix theory, which factor that drives the customer the most to go to NOVA? 2.Is there any other factor that make the customers go to NOVA?

Research Question and Hypotheses Hypotheses : H1.From 4 Ps, Place is the most important factor for NOVA H2. Promotion is the weakest factor

Methods and Limitations Qualitative approach (Secondary data) Quantitative approach (Questionnaire) Methods Secondary data Respondents Limitations

Literature Review Definition4 Ps Summary of 4 Ps NOVA

Literature Review Definition of Marketing Mix The division of groups to make a particular product, by pricing, product, branding, place, and quality

4 Ps

Summary of Marketing MixProduct Functionality Appearance Quality Packaging Brand Warranty Service Price List price Discounts Allowances Financing Leasing options Place Channel members Channel motivation Market coverage Locations Logistics Service levels Promotion Advertising Personal selling Public relations Message Media Budget

NOVA Revenue for all Taiwan: NT$ 16 billion per year Visitors per month: people NOVA movement : NOVA Taipei, July 1996 NOVA Tai Chung, January 1997 NOVA Kao Shiung, July 1997 NOVA Hsin Chu, April 1998 NOVA Chung Li, August 1999 ENOVA.com.tw, January 2001 NOVA Tao Yuan, May 2006

Data Result & Analysis

Effect to the grand total: Product = ( )/898 * 100% = 27.95% Price = ( )/898 * 100% = 22.16% Place = ( )/898 * 100% = 29.18% Promotion = ( )/898 * 100% = 20.71% Data Result & Analysis

Other test Q13 : My biggest reason to go to NOVA because of a. Product b. Price c. Place d. Promotion e. Others Data Result & Analysis

From the data collection and analysis, the conclusion that we get are: 1.Place is the strongest factor that drives customers go to NOVA, 29.18% (H1 correct) 2.Promotion is the weakest factor from the customers’ point of view, 20.71% (H2 correct) 3.Place is also the biggest factor that female customers chose to go to NOVA Discussion

For the future research regarding to NOVA, the author’s suggestions are: 1.Can find the reasons why NOVA’s promotion is so weak 2.And what is the effect for NOVA if it strengthened another P, besides the 4 Ps, like People, Packaging, etc. Suggestion

THANK YOU