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BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall. NOW!. Selina Hsin 忻維冰 94933006 Lisa Wei 魏汝倩 93933006 Jim Chen 陳詩鈞 95933008 December 30, 2006. Outline. Background Literature review TV shopping channel -ET Mall introduction Promotion Methods Film clips

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BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

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  1. BUYOverseas Travel PackagesTODAYfrom TV Shopping ChannelET Mall NOW! Selina Hsin 忻維冰 94933006 Lisa Wei 魏汝倩 93933006 Jim Chen 陳詩鈞 95933008 December 30, 2006

  2. Outline • Background • Literature review • TV shopping channel -ET Mall introduction • Promotion Methods • Film clips • Hypotheses • Survey structure & Survey results • Hypothesis review and conclusion • Recommendations & Team learning

  3. Key words • Consumer behaviour • Buying decision making process • TV shopping channel

  4. Model of Consumer Behaviour Info. Processing Decision Process Variables External Factors Decision Process Inputs Exposure Problem Recognition Motive Attention Attitudes Cultural Norms Evaluative Criteria Search Intentions Stimuli Yielding/ Acceptance Group Influence M E M O R Y Beliefs Lifestyle Alternatives Evaluation Family Influence Normative Compliance Retention Choice Purchase Unexpected Circumstances Comprehension Outcomes External searching Dissatisfaction satisfaction (Engel, Blackwell, Miniard,1993))

  5. Problem Opportunity Recognition Demography Promotion Methods Impulse purchase Search Alternative Evaluation Purchase Decision Purchase Act Post-purchase Evaluation Consumer Decision Process (CDP)

  6. 1st –The Home Shopping Network (HSN) History of TV Shopping Channel USA(1982): 1986-GVC 1982-HSN Korea(1996): LG Home Shopping CJ Home Shopping Taiwan(1992): --ET Mall --FuBon MOMO --VIVA TV

  7. ET Mall is founded in Aug. 1999, Its TV station launching in Dec. 1999. Revenue ET Mall Background

  8. Product Portfolio ET Mall Background Jewellery Clothing Beauty Food 3C Home Travel Books

  9. Seven Commitments ET mall qualified 7 day delivery 10 day trial period Free delivery to door 24/7 toll-free service line 365 day in service

  10. ET Mall Achievement • 1st to provide Live shopping broadcasting networking • 1st Live broadcasting extended from 17 hrs to 20hrs • 1st to offer luxurary goods (Honda CR-V 250 cars in one hour) • 1st to hit revenue record NTD 100 million a day • 1st to sell travel package on TV • 3.2 million members till Dec 2006

  11. ET Mall (Oversees travel package) • Price / Positioning • Under NTD 10,000 (19) • NTD 10,000~20,000 (34) • NTD 20,000~30,000 (15) • NTD 30,000~40,000 (7) • Over NTD 40,000 (7) • Product: • Japan (21) • Korea (8) • Indonesia/the Philippines/ Cambodia (7) • Thailand/ Malaysia/ Singapore (11) • China/Hong Kong/Macau (30) • New Zealand/ Australia (1) • U.S/ Canada (3) • Europe/ Africa (5)

  12. Promotion method • Limited time & amount promotion • Good value • Price comparison • Free gifts & additional bonus cash points • Lucky draw • Program hosthostess • Lower risk • 10-day trial period • Quality Assurance • Convenience • Interest-free instalment via credit card company • door to door delivery/return/replace • 24/7 /365 Service • Home shopping environment

  13. Limited time & amount 500 worldwide limited edition!! Lines are now full!! 38 seats left!!

  14. Price comparison Normal market price vs. ET Mall price!!

  15. Free gifts & additional bonus points Free gifts and more!!!

  16. Lucky draw Buy now and lucky draw today!!

  17. Price deduction (1st time ever in 7 years, don’t miss it!!

  18. Interest-free instalment via credit card company Only NTD 1,908 /day

  19. Program hosthostess

  20. Hokkaido (Japan) 7 days for NTD29,800

  21. Full Services • Catalogue shopping • Internet on-line purchase • TV shopping channel by ET mall • Travel agency • Logistics ET Mall has all!!

  22. Film clips

  23. Hypothesis • H1 -Females between 25-35 are most likely to purchase overseas travel packages via TV shopping channel. • H2-The introduction and promotion of the host/hostess is the main factor for buying decision making. • H3-Limited availability and price comparison table have strong influence on buyers' purchasing behaviours. • H4-The majority of the purchases are impulsive

  24. Survey structure Factors that influence decision making for TV shopping Demography PromotionMethods ImpulsivePurchase -- 80 survey issued -- 60 valid survey returned from selected targets

  25. Survey Results —Demography • 1st — Females of age 26~35 (40%) • 2nd —Female of age 36-45 (22%)

  26. Survey Results —Promotion Methods -- free gifts are the most important --introductory film & price comparison are similar next

  27. Survey Results —Decision Making Factors --Cheap & instalment --Limited availability important, but not the top reason --Destination

  28. Survey Results —Impulsive Purchase --37% totally undecided = impulse buying --13% decided the party members --40% decided the destination

  29. Hypothesis Review & Conclusion ? • H1 -Females between 25-35 are most likely to purchase overseas travel packages via TV shopping channel. • H2-The introduction and promotion of the host/hostess is the main factor for buying decision making. • H3-Limited availability and price comparison table have strong influence on buyers' purchasing behaviours. • H4-The majority of the purchases are impulsive

  30. Recommendations • More payment methods (53%) • More products targeting females (73%) • Improve consumer satisfaction (70%) • Clearer price comparison table (47%) • Release timetable

  31. Team Learning • In a survey, what you expect may not be what you get—may have to modify the survey questions • When a survey is very specific, it is hard to collect data • Researching on a private corporate structure can be complicated in isolating individual business unit's performance. • Hard to analyze psychology through a survey • If one were exposed enough, people can be manipulated by promotion methods

  32. Literature review Hypotheses testing Design questionnaire for survey Conducting survey Draw conclusion Complete report Research flow

  33. Reference Blackwell, D. R., Miniard, P. W. and Engel, J.F., “Consumer Behavior”, 2001, 9th ed. , Harcourt, Inc. Card, J. A., Chen, C. Y. and Cole, S. T.（2003）,“Online Travel Products Shopping: Differences between Shoppers and Nonshoppers,” Journal of Travel Research, 42, pp.133-139. Gillett, P. L.（1976）,”In-Home shoppers: An overview,” Journal of marketing, 40（4）, pp.81-88. 品牌權益、知覺風險、涉入程度對電視購物消費者行為之研究---研究生：張慈凌 指導教授：鄭華清--http://etds.ncl.edu.tw/theabs/site/sh/detail_result.jsp 服務品質與顧客忠誠度關係之研究—以東森電視購物為例 ---高鉦宛 http://etds.ncl.edu.tw/theabs/extQuery/detail_result.jsp?id=094KUAS0768012 費者生活型態與購物情境關聯之研究-以東森購物頻道為例--研究生:張學梁 ttp://etds.ncl.edu.tw/theabs/extQuery/detail_result.jsp?id=093THMU0457053 東森購物網路商城 http://www.etmall.com.tw/Pages/TVSHOP.aspx?&PH=TopMenu_TVSHOP&WT.mc_id=TVSHOP_TopMenu_TVSHOP 無店鋪經營學-電視購物霸主篇 一天1億元，東森購物超級秀 http://www.techvantage.com.tw/content/051/051104.asp 無店鋪經營學-電視購物新兵篇--每個富邦員工都是MOMO台促銷點 http://www.techvantage.com.tw/content/051/051110.asp 東森購物總經理 宋湘嵐 最會賺錢的「購物女王」經理人月刊 12月刊 東旅打造客製化行程 ETToday News 2006年5月18日 下午 02:16 營收不再成長－東森購物如何Show me the money? 遠見雜誌 2006. 2

  34. BUY Overseas Travel PackagesTODAY from TV Shopping ChannelET Mall NOW!

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