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Customer’s Motivation towards NOVA Electronic Shop: Analysis of Marketing Mix Theory

Customer’s Motivation towards NOVA Electronic Shop: Analysis of Marketing Mix Theory. By: Hendrik Li IIM / 9637533. Global Marketing Course National Chiao Tung University. Outlines. Introduction. Data Collection &Analysis. Discussion & Suggestion. Literature Review. Research Methods.

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Customer’s Motivation towards NOVA Electronic Shop: Analysis of Marketing Mix Theory

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  1. Customer’s Motivation towards NOVA Electronic Shop: Analysis of Marketing Mix Theory By: Hendrik Li IIM / 9637533 Global Marketing Course National Chiao Tung University

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

  3. Introduction

  4. 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)

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

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

  7. Methods and Limitations

  8. Literature Review

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

  10. 4 Ps Product A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units Promotion all of the communications that a marketer may use in the marketplace Price the amount a customer pays for the product Place the location where a product can be purchased. It can include any physical store as well as virtual stores on the Internet

  11. Summary of Marketing Mix

  12. NOVA Revenue for all Taiwan: NT$ 16 billion per year Visitors per month: 1.200.000 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

  13. Data Result & Analysis

  14. Data Result & Analysis Effect to the grand total: Product = (88 + 83 + 80)/898 * 100% = 27.95% Price = (65 + 65 + 69)/898 * 100% = 22.16% Place = (99 + 71 + 92)/898 * 100% = 29.18% Promotion = (58 + 66 + 62)/898 * 100% = 20.71%

  15. 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

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

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

  18. THANK YOU

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