CHAPTER 1

INTRODUCTION

This chapter discusses background of study of this research in general such as the history of car
showroom, the meaning and the terms of image and style and also about the interior components
in a car showroom. It will also discuss the main problems faced by car showroom in Malaysia
that includes the image and style of interior components that includes floors, walls, ceiling,
furniture and fittings. The core of a good car showroom design will be basically based on the
design theme itself and will be briefly explain on the objectives of this research.

1.1 Background of study

Motored vehicle in human life dates back long ages. From being just a luxury piece for owners
back in its early days, an automobile has grown in role, slowly turning itself into a necessary
member of every family. A motor vehicle has come to being owned by the poor as well as the
rich. The rich many time indulge themselves in the luxury of owning more than one single
vehicle. With the significance of automobiles rising, we have slowly started creating and
dedicating spaces for automobiles. The significance of an automobile can be realized by
observing the spaces that have been and are being conceptualized, designed and constructed
exclusively for automobiles (Sandeep Nayar, 2011). Car showrooms in todays world are much
more than a place to portray the cars of the concerned manufacturer. It is as an important link
that connects the car manufacturers to their potential customer. According Sandeep Nayar
(2011), car showroom is a place that brings the cars of various makes, designs and models before
the consumer and provides with a real opportunity to know about them. Be it the features, the
specifications, the design, color and the accessories. One gets to know all of this and more about
the cars in a car showroom.

Nowadays, there are too much competition among the automotive dealership industry in
Malaysia whether by locally or internationally. Thus, those store manager need to take an active
part to make a different and creative ideas to be idealize in their respective store atmosphere

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(Zakuan, 2009). Automobile industry has grown rapidly throughout the world, including
Malaysia. Because of that, many of which were built to be used as car showrooms each year at
Malaysia. According to PERKEMA (2011), Malaysia's involvement in the field of automobile
began in the early 1970s, but they are controlled. The company appointed the import of used cars
or known "re-conditioned cars" particularly brand from Japan. In the era of the early 80's various
car models imported from Japan and Europe such as Honda, Toyota, Nissan, Mercedes and
BMW began flooding the streets across the country. This is a good sign, to provide more
competitive market for wider choice to the consumers in Malaysia. The establishment of Proton
in 1983 and Perodua in 1993 later to open up more opportunities for Bumiputera companies to
become distributors of the car, in addition to the appointment by vehicle assemblers in this
country is not so much at that time. Independent importers of used vehicles gradually raised
funds and invested the profits to offset the higher purchase price of the car from time to time
(PERKEMA, 2011).

Plate 1.0 Models of Proton cars in a showroom at located Kuala Lumpur.

(Courtesy of http://www.utusan.com.my/bisnes/ekonomi/gst-perubahan-harga-kereta-minimum-1.54114)

Showroom design is a specialized interior design field that focuses on human behavior and
interaction by creating aesthetically pleasing designs to attract customers and involves planning,
designing and furnishing spaces that are practical and conducive for the purpose of enhancing the
appreciation for the products being displayed and sold (Kayla Bodart, 2013)

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Today we can see the designer especially in the automobile field compete each other in order to
accentuate a dynamic showroom atmosphere. Some showrooms take risk to invest a lot of money
in their store atmosphere enhancement activities for the sake of giving a good customer
experience (Kent, 2007). The design showroom of the car is important to make that brand of the
car selling fast. The purpose of car showroom is to attract customers to buy or hire cars or
persuade them to buy with a reasonable budget price and get the right vehicles for your
showroom. Various brands of cars that have been established at Malaysia now, and each of them
bring their own identity like an affordable, medium, and luxury cars. Each identity is expressed
in the design of their showrooms, to tell customers about their brand.

Plate 1.1 MINI 'Black Box' designed based on the logical architectural implementation the MINI brand and the
values represent.

(Courtesy of http://theveritasdesigngroup.com/portfolio/architecture/retail/mini-showroom.html)

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 Plate 1.2 This showroom has become a fun attraction, and many families visit it with their kids as they
contemplate a new car at Audi showroom in London

(Courtesy of https://www.linkedin.com/pulse/20141025031602-93090-new-era-for-car-buyers-
and-sellers)

According to Patterrson and Bitgood (1988) there are a few factors which play a significant role
in exhibiting success such as size, motion, aesthetic factors and design. The aesthetic value of
exhibits is a significant factor to hold a visitors attention. A car showroom serves an important
purpose by imparting the potential consumer a feel of the car. Irrespective of all the
advertisements and publicity, the car sales can happen and increase only when the consumer gets
to see the car on their own. A showroom is opened to provide an amiable and pleasant ambiance
to the potential customer. Best car showrooms take of each and every need of the visitor car
purchase (Sandeep Nayar, 2011).

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1.2 Problem Statement

In the era of globalization and advanced now, many companies have found that, the store plays
an important role in running a car dealership. Moreover, it becomes a critical issue for customers
who are more sensitive, sensitive and knowledgeable in these things can reduce the attraction for
the store.

As stated by Andreas Dharmawan (New Era for Car Buyers, Vol.1, October 2014), Buying a car
can be a stressful process for many people. We often hear anecdotes or have our own unpleasant
experiences about dealing with car salesmen (as stereotypical as this may sound). It seems that
for the longest time we have come to accept and expect the routine back and forth of the
negotiation. But things are change fast, software is replacing these unpleasant exchanges we
have come to expect as part of the process of buying a car. Aaron Martin, Head of Strategic
Service of Collective London said that the digital world has put consumers in control of their car
buying process. The internet, for example, allow people to buy a car around the country, they can
compare and negotiate for the most competitive offer.

There is much more effective in economic terms in the sale of cars from space with what is being
displayed. Today, many people just buy a car online. This is because, most cars sold in the shop
a few, and even less information about the car that you want to buy. At the point when arranging
car showrooms, starters and their customers deal with difficulties and questions. They should
take into account the issues down to the ground, for example, space requirements, relationship
closeness, and furniture, additional issues as more important, for example, cost, adequacy work,
and ecological effects (Brett Berk, 2013)

A standout among the most key inquiries amid the preparation stage concerns the workplace
idea, circulation of showroom plan with best arrangement for display cars and welcome
customers to come and watch that car they want to buy in showroom. Car dealers can learn from
these innovative retailers on ways to create community. Simplify the front end process of buying
a car, and focus on the post sales experience to elevate the brand perception, customer loyalty
and word of mouth through organic promotion (Andreas Dharmawan, 2014).

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1.3 Research Aims

The purpose of this research is to study on spatial and material finishes of interior components in
car showroom in Malaysia. This research also intends to study the requirements and regulations
in a car showroom and to identify and understand the new car showroom concept that will have
influence on the others in the industry for years to come.

1.4 Objective of Research

There are a couple of objective for this research as they set up the criteria of a decent car
showroom. The following are the main objective in this research:

I. To evaluate design aspect on interior space planning.

II. To identify the material finishes for car showroom in Malaysia context.

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1.5 Scope of study

The scope of study in this research is to identify the user perception on style car showroom style.
This will cover on below area and the requirements.

1.5.1 Lobby and Reception

The reception area or lobby is of critical importance. In a way, the lobby is really like a
business card. The reception area needed to be welcoming, but also shows creativity by
being interesting and surprising. What is more, maybe the most vital thing in the
gathering range is the front counter. The particular study on entryway zone and it
relationship between the assistant counter and different offices.

1.5.2 Spatial Organization and Circulation of Space

It is very important to keep the space in an accurate measurement as it can improve and
assist all the passengers especially for the disable. The principle of the design is
important so that the arrangement in term of the layout plan is in appropriate way so
that it can lead to a better circulation.

1.5.3 Material and Finishes

To study the appropriate material and finishes that can be used in the showroom for the
safety and cleanliness of the user. As showroom is a public space, the material and
finishes used should be easy to maintain. The material finishes can be classified in other
elements such as color and material, floor coverings, wall coverings, ceiling, lighting,
furnishing, furniture and graphic design.

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1.6 Research Methodology

In research procedure will doing into ways which is spotlights on information accumulation
which is hypothetical exploration and the site perception. The succession of the technique:

1.6.1 Primary Data Collection

Right now, researchers need to expend time on this site identifying with perform of
perception and estimation locales on the issues and the utilization of end clients. This
information accumulation will lead four distinct sorts of method.

a) Spatial measurement

i. For the spatial measurement on site, the researcher carry

measurement of 2 (two) different of car showroom to identify the
different design element and comparison what the differences the
design aspect of car showroom

b) On site observation

i. On site observation, the researcher be in the car showroom and

observe the human behavior, activities and the surrounding of the
environment. While in car showroom, the researcher can look closer
what are the activities that the user do from the first enter in to
showroom until they out.

c) Interview with Expert

i. While using a questionnaire method, the researcher also searching

for external causes by having an interview with somebody in charge
in interior field. The researcher need to interview about the current
condition of the car showroom in Malaysia. Basically, the expert is a
professional person and has experience and contribute in this field

d) Questioners survey

i. The researcher be collected and prepared the questionnaire sheet to

gather all the information of respondent about the research topic. The
answer of the questionnaire be accumulated and arranged by the
researchers used. All of the information is summarize into table and
figure.

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1.6.2 Secondary Data Collection

1.6.2.1 Literature Review

This optional information will help the analyst to see more about the subject and the
goal. There are a few sources for the information for example, from book, journal,
unpublished proposal, daily papers cutting, and article from magazine and from web.
Many discussion and dialogue have been dedicated regarding the disabilities topic and
how to handle it and so it can be another source of information for the topic.

1.6.3 Conclusion and Recommendation

Finally, all data collection, findings, analysis of primary and secondary data is retrieved
and is giving final out comes as conclusions and recommendations based on the results,
advantages, and results.

1.7 Limitation of the study

There are some obstacles facing research to obtain primary data. First of all, in regard to study
design showroom in Malaysia, the information obtained is very slight. This is because hard to
meet the right designer can give the commitment that is expected. All information obtained
pursuant to books, articles, and internet. Most of the good examples are design criteria from the
oversea and the researcher does not have the chance to get the experience from that designer of
showroom because of its most of them located in Europe. The interview with experts also is one
of the area that the researcher incapable of doing due to the time constraint and lack of
cooperation of the experts. Finally, researcher can arrange the interview with expert to complete
this research. Some of the data that researcher get is quite private and cannot be show in public,
so researcher give basic and roughly information about this topic.

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1.8 Significant of study

1.8.1 Contribution to the Customer

This research would contribute this study to the customer. The showroom design aspect will
make the customer feel satisfied and comfortable particularly in Malaysia context. Therefore, the
main contribution of this research would focus on the design aspect that effect satisfied and
fulfill the customer needed.

1.8.2 Contribution to the Car Dealer

From this research, the car dealer in Malaysia will be exposed to the good design practice and
function of built up interior and space planning for car showroom. The car dealer can get more
guides and they know what the best design for their car showroom focus on entrance and faade
design, car display, lighting and material finishing.

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 CHAPTER 2.0

LITERATURE REVIEW

This chapter briefly describe past studies including general information about car showroom
inside and outside Malaysia. A literature review is a step-by-step process that involves the
identification of publish and unpublished work from secondary data sources on the topic interest,
the evaluation of this work in relation to the problem and the documentation of this work
(Sekaran & Bougie, 2009, p.38). It including some references about standard car showroom from
other country that can be applied and draw attention on car showroom in Malaysia. The
minimum requirement design considerations a car showroom will be definitely general and will
discuss about detailing of interior component element, display car, reception design. Therefore,
in this study, each independent variables and a dependent variable will be reviewed on previous
studies that are related to this topic.

2.1 History of car showroom

Although the blueprint for the modern automobile was perfected in Germany and France in the
late 1800s, Americans dominated the industry in the first half of the twentieth century. Henry
Ford innovate mass-production techniques that became standard, with Ford, General Motors and
Chrysler emerging as the Big Three auto companies by the 1920s. Manufacturers funneled
their resources to the military during World War II, and afterward automobile production in
Europe and Japan soared to meet demand. Once vital to the expansion of American urban
centers, the industry had become a shared global enterprise with the rise of Japan as the leading
automaker by 1980 (Automobile, 2010).

Although the automobile was to have its greatest social and economic impact in the United
States, it was initially perfected in Germany and France toward the end of the nineteenth century
by such men as Nicolaus Otto, Gottlieb Daimler, Carl Benz, and Emile Levassor (Robert Lamar,
2016). The 1901 Mercedes, designed by Wilhelm Maybach for Daimler Motoren Gesellschaft,
deserves credit for being the first modern motorcar in all essentials. Its thirty five horsepower
engine weighed only fourteen pounds per horsepower, and it achieved a speed of fifty three miles

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per hour. But as late as 1909, with the most integrated automobile factory in Europe, Daimler
employed some seventeen hundred workers to produce fewer than a thousand cars per year

According to Jeanne T. Gartner (2012) car showroom in late 1920, there were no salesmans
desks in the showroom until after World War II. Lewis Reed allotted specific sales territory to
his salesmen in four different directions from the dealership. The salesmen spent all day in the
outlying areas of Poolesville, Rockville, Barnesville and Spencerville demonstrating cars to
potential customers. At that time, Reed Brothers was selling about eight new cars a month and
most sales resulted from knocking on peoples doors. It was direct person to person sales contact,
relationship building and trust all built and sealed on a handshake.

Plate 2.1 That pictures the interior in Reed Brother Dodge showroom in late 1920. To the right of the stairs was
Evelyn Beanes desk, Reed Brothers administrative secretary.

(Courtesy of https://reedbrothersdodgehistory.wordpress.com/category/first-new-car-showroom/)

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The early cars were sold by automakers to customers directly, or through a variety of channels
that included mail order, department stores, and traveling representatives. The first dealership in
the United States was established in 1898 by William E. Metzger. Direct sales by an automaker
to consumers are now limited by most states in the U.S. through franchise laws that require new
cars be sold only by licensed, independently owned dealerships. Car dealerships are typically
franchised to sell and service vehicles by specific companies. They are often located on
properties offering enough room to have buildings housing a showroom, mechanical service, and
body repair facilities, as well as to provide storage for used and new vehicles (Genat Robert,
2004).

Many showrooms located out of town or on the edge of town centers. An example of a
traditional single proprietorship car showroom is Collier Motors in North Carolina. Many
modern showrooms are part of corporate-owned chains such as AutoNation with over 300
franchises.

Plate 2.2 AutoNation showrooms in North Caroline mix car with the difference brand

(Courtesy of http://centricdigital.com/blog/digital-trends/autonation-focused-digital-strategy/)

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2.2 Car showroom design consideration

Based on study about design consideration of car showroom is very important thing to be
focused. Car showrooms need to be located in strategic site with good access to main transport
routes and an eye catching frontage. These specifications have made a spacious research towards
the need and expectation of customer. Display of the car range is paramount and the layout and
orientation of site and display areas will have a major impact on sale car dealership nowadays.
(Jenna Lilford, 2015). These are few design considerations that need to be focused in fact to
create a new standard car showroom in Malaysia.

2.2.1 Position.

A showroom will normally face the main road, either directly or obliquely, and be
visible from both directions along the road. Usually the location is behind a car
display, or landscaped area. It is more difficult to provide high visibility for
vehicular traffic because of it narrower field of vision, the longer viewing
distances required and the greater distance between traffic lanes and the building
line.

2.2.2 Display

These special characteristics of display automobiles should be considered

carefully in planning the arrangement and shape of a showroom. Where
showrooms have poor display, an awkward shape, poor access for cars, split
levels, or a poor standard of finish or services, or an old-fashioned design,
allowances should be granted accordingly.

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2.2.3 Measurement

Showrooms and ancillary offices/toilets should be measured on a gross internal

basis. Workshops, stores, workshop offices and other uses should be measured on
the same basis as comparable industrial buildings.

2.2.4 Sales Offices & Gallery

Offices entered from the showroom, and of a similar quality, should be valued at
the same rate as the showroom. The modern style of showroom often has a
balcony or gallery area used as sales office. This area should be valued at the
same rate as industrial offices

2.2.5 Parking Land

It is recommended that excess site used for parking and storage should be valued
in line with local schemes of valuation for such recognizing the need for
circulation. The rates applied to the showroom include the site on which it sits.
The site surrounding the showroom is normally used for customer parking,
vehicle storage, and often sales display.

2.2.6 Workshops Service

Every car showroom space needed for the construction of workshops to provide
the best service to customers. The standard of finish in these varies considerably
from a basic industrial unit with painted floor and walls, to near showroom quality
with tiled floor and walls. The analysis of the rates applicable to the showroom
has been carried out on this basis.

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2.3 General aspect of interior component

According to Levy and Weitz (2009), showroom atmosphere is referred as the attribute that aims
to intensity the showroom environment with the combination of different cues such as color,
floor coverings, wall covering, ceiling coverings, lighting, furnishings, furniture and graphic
design. The car showroom surrounding seems will be able to affect customer feeling and
experience that atmosphere. Besides, According to Milliam, (1986) when the customer receive
fantastic experience while visiting a showroom, then they will pass a positive comment to their
close friend and families. This is to gain an understanding about the first impression of customer
when they come to showroom and their feel comfortable with it. The mood and surrounding of
showroom is very important. The goal of this is to find out what the development of a high
quality showroom implies for a company before and after the construction has been carried out.

2.3.1 Color

According to Kouchekian (2012), many past researchers have been carried out a study
about the psychological effect of color toward the customer. The color used in the
showroom should not dominate the presence of the cars, rather, they should contribute to
it and compliment the appearance of the vehicle. Color can be effectively itself to create
moods, and to enliven the spaces. Where warm color created a friendly more cheery
atmosphere cool color impart a calm and serene feel. Color has a powerful subconscious
effect on every part of human lives (Zalanski, Paul & Fisher, 1989). The color for the
flooring can act as a backdrop for the cars especially when the showroom has a
mezzanine floor, as the cars could be viewed from the top, hence special care must be
taken in this aspect too.

Color can be defined as the visual perceptual property corresponding in human to the
base categories that we called primary colors which are red, blue, and yellow (Bellizzi,
1992). Color derives from the spectrum of light interacting in the human eyes. With
colors of showroom can set mood, attract attention, and also make statement. So, to make
it simple, color can be the retailer most powerful design element if they learn to use it
effectively (Kemmis, 1998).
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Plate 2.3 Naza Kia (M) Sdn Bhd showroom in Kuantan. Designers create a calm and comfortable color in this area for
customer feel relaxed.

(Courtesy of http://www.midorinterior.com/car-showroom-service-centre-design-renovation.html)

The color scheme needs to follow whole building but need be carefully when consider it
to interior because it can give a wrong surrounding to the showroom. Interior color is
another factor to consider. Two tone interiors usually sell better (two similar colors are
better than two contrasting colors. It give a customer calm surrounding (Gregg, n.d).

Color resembling lighting in that it can have greatest impact for good or terrible at the
very least capital expense. Color is an individual matter, but instead a lot of
accentuation has been put on this in the past and a decent color plan will most likely be
perceived and respected regardless of one color inclinations. Color fade and materials
wear and customers will be aware of an once-over foundation.

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 2.3.2 Flooring

Common materials used for flooring include vitrified clay tiles (gloss and matte), thin
set epoxy terrazzo and variations of it, terrazzo flooring, marble, granite, wood, and
stone. The materials should be so chosen that they match the scheme and theme of the
showroom. Material can be used in combination with one and other so as to bring about
a contrast (Sandeep Nayar, 2011). According to G.M Corporation (2011) automobiles
are styled to look their best when seen from eye level by people in a standing position.
Hence, merchandising display cars should rest on the floor.

2.3.2.1 Hard Floor Finishes

Car Showrooms in particular have vast areas of hard flooring with their beautiful
shiny cars sitting on them, but is your showroom floor just clean or is it gleaming,
lustrous and almost 3D, making the cars look as though they are resting in a pool
of expensive marble (Stuart Simpson, 2015). The floor on which expensive
vehicles are displayed reflects on the dealerships professionalism and way of
doing business. Thoughtful selection with the help of our experienced local
representatives can make all the difference.

Plate 2.4 Installing large-format porcelain tile flooring, the cars in the Ford Dealership Showroom in Cerritos, CA,
give the impression that they are resting on clouds

(Courtesy of http://www.tile-magazine.com/articles/87400-large-format-porcelain-tile-installation-
completes-car-dealership?v=preview)

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 2.3.2.2 Medium floor finishes

Medium floor including thermoplastic, vinyl, lion, rubber and cork finishes, is a
medium both in density and wearing quality. According to Sandeep Nayar
(2011) that surface a will show up their imperfection when the light shines their
surface. The quality of medium wood is good especially for showroom because
of this material can impact resistance of oil, tires and scratches. Durability is an
important component when choosing car showroom floors. Not only will people
be in and out of the room all the time directly from the outdoor, showroom also
need to move vehicle around as they change their stock or their layout. The floor
that chosen needs to be able to stand up to this kind of heavy use without taking
damage and needing to be replaced immediately.

Plate 2.5 Combination to type of floor in BMW showroom provides an elegant platform for the latest Bmw
model for sales

(Courtesy of http://www.tileletter.com/category/monthly-feature-story/features/page/3/)

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2.3.3 Walls

There are many types of wall covering, these include wood paneling, fabric, stone,
mirrors, tiles, rough boards, brick in fact any material imaginable. Again the material
should be so chosen that they match the scheme and theme of the showroom. Paint is the
cheapest means of decorating walls and can be used to bring about textures and various
effects in color.

2.3.3.1 Wall Coverings

Wall can be covered in many of material like paper, vinyl, wall covering, silk,
wool, Japanese grass-cloth, reflective papers, and so on. The amount of
imperfections in the surface must taken into consideration as surface with defects
will show through to some extent, particularly with glossy surface finishes (G.M
Corporation, 2011).

Plate 2.6 El Tarek Automotive in Egypt they created a special panel on the wall system to highlight the different
brands of cars that Tarek Automotive

(Courtesy of https://www.behance.net/gallery/1268171/El-Tarek-Car-Showroom)

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2.3.4 Lighting

Based on Taylor (2006), lighting is a key of design element that contributed to the
identity, comfort, and visual quality of a retail store. Lighting in a showroom is one of
the most important aspects of a showroom that has to be given due attention during the
design stage. Lighting can completely transform a space and help produce remarkable
results. According to Hoyle (2003), a successful lighting at any retail store and business
environments has the potential and probability to dramatically affect sales since lighting
can increase the floor traffic, create visual interest, bring effect to the color of
merchandise and able to direct the customer going through the store either deeper.

Providing the space with dramatic lighting helps make the product in the showroom or up
on the stage stand out (Taylor, 2006). It draws the customer's eye to it. When selling a car
in a showroom, lighting the car brightly, and lowering the lights around it helps make the
car sparkle and reflect the light, thus making it stand out. The car shouldn't be too bright,
but just warmly lit. The darkness around the edges of the car will serve to highlight it.

Plate 2.7 Auto MINI showroom expansion and modernisation, old lighting system was replaced
by economic LUMO lighting system.

(Courtesy of http://www.lumo.biz/en/lumo-pro/43/uab-krasta-auto-mini-showroom/)

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 2.3.4.1 Natural lighting

Natural lighting coming from outside the building will be affected by the type
and design of window and their position relative to wall and ceiling. It will be
necessary to consider, in addition to the internal lighting effect, the external
view and the space beyond the interior. Lighting gives the designer a wonderful
opportunity of emphasizing the contrast between night and day.

Plate 2.8 Porche showroom using natural light coming in from skylights, viewing slots, light
slots and windows

(Courtesy of http://www.architectureanddesign.com.au/projects/large-commercial)

Proper use of light is another method to attract customer attention on specific product,
capture certain experience and also hide any retail weakness and error (Vaccaro, 2008).
Besides, lighting also can give impact on consumers cognition, value and at last the
purchase decision making.

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2.3.5 Ceiling Covering

In showrooms with less height, the treatment given to the ceilings is very important. All
the treatments and claddings for walls can be provided to the ceiling as well. When used
innovatively, they can produce striking results. Steel beams can incorporate different
patterns and perforations which can make a huge difference. According to G.M
Corporation (2011) showroom ceilings have an important effect on the illumination of
displays. Ceilings affect both the quantity and distribution of light. Slanted ceilings are
effective for redirecting natural light and they also are used with good effect in night-
lighting. Built-in lighting is effective but requires architectural preparation. It should be
specified in the first plans to keep costs low. The types of material that can be used for
ceiling covering are infinite, but choice is restricted by consideration. Materials to be
considered include plaster, fibrous plaster which can be molded, timber in the form of
hard or soft wood board, paneling or sheets, and so on.

Plate 2.9 Covering ceiling in car showroom at Thailand. The floating ceiling connects the two showrooms

(Courtesy of https://architecturesg.wordpress.com/)

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2.3.6 Furnishing

Furniture is an important role in every area of the building. When a building has been
completed, the designer will choose furniture that fits the concept that has been set in
each space. The selection of furniture should be selected according to the specifications
that have been set. The essential criteria it is selection of furnishing: function, aesthetic
quality, and maintenance.

2.3.6.1 Function

Function is about compatibility, flexibility, and durable furniture used and can
be move in any area and space.

2.3.6.2`Aesthetic Quality

Aesthetic quality should be on furnishing chosen. This is because the visual

concept of space will be more appearance if try to apply in to the relevant
selection of aesthetic furniture quality

2.3.6.3 Maintenance

Maintenance means that the furnishings must look good over a long period of
time and durable to be use by car that have a heavy weight in that building.

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 2.3.7 Furniture

Furniture plays a great role in any interior design. There are so many furniture styles
that it is really hard to make alright choice that will fit your space perfectly. So you
should remember that before buying certain furniture, it is very important to define the
style of the specific space or area

2.3.7.1 Build-in Furniture

Built-ins are a very special type of furniture. They could be considered the
opposite of free-standing furniture. The main characteristic of built-in furniture
is that is allows you to create that smooth transition between spaces and that
coherent decor that makes your home feel airy. Built-in furniture looks like a
part of the house itself and this allows it to beautifully blend in for an overall
minimalist appearance (Simona Ganea, 2012)

Plate 2.10 Reception in Ford car showroom that used built-in furniture to fit with the area

(Courtesy of http://www.sauerslopezconstruction.com/category/completed-projects/page/2/)

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2.3.8 Graphic Design

Based on Kouchenkian & Gharibpoor (2012), graphic design plays many important role
in designing a showroom. It includes the activity of enhancing the products
presentation, support brand, increase retail traffic and sales adds visual excitement, by
having strategic arrangement and illuminated the focal destination in a showroom
atmosphere. Graphic design is the presentation of a showroom and it display to the
customer through the advertising, display, special event, and showroom coordination in
order to sell the good and service offered by the showroom.

Plate 2.11 KIA showrooms using graphic wall display to create elegant atmosphere

(Courtesy of http://www.mxdisplay.co.uk/office-fitouts.html)

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 2.4 Car Display

Figure 2.0 View from section of showroom that can see method of display that have been used to sell their
product a suitable for space size requirement

(Courtesy of https://www.behance.net/gallery/5880885/A-Class-Car-Showroom-and-Service)

Car display is a important thing in showroom. This is because a good display of car in
showroom will attract people to go to showroom. There are 4 types way cars displayed
such as floor level of the display, elevated platforms and turn-tables, displayed on rams,
and displayed on different levels.

2.4.1 Cars displayed on the floor level of the display

This is the common manner in which to display the cars in a showroom, as it

requires the lesser amount of space and the maneuverability of the vehicles in
and out of the showroom is convenient too. It also allows versatility, as cars can
be moved around to fill in gaps when not all the cars are displayed in the
showroom. There is however a drawback in this kind of display, which is the
difficulty in creating spaces that are exciting; also one has to heavily rely on
lighting to enhance the appeal of the vehicle.

27
2.4.2 Cars displayed in elevated platforms and turn-tables

Car when displayed on elevated platforms or turntables are, literally on

display. These cars become focal points and help grab attention. These kinds of
display provide the cars displayed with a unique space for itself.

Plate 2.12 Ford showroom use elevated platform and turn-table to display their car

(Courtesy of http://www. movetechuk.com/carturntables.html)

28
 Plate 2.13 Toyota showroom using car displayed on different level

(Courtesy of http://www.lyfthaus.com/pages/showroom-lift-platforms-9.htm)

2.4.3 Cars displayed on ramps

Cars usually displayed on ramps when the exhibit area has as large height and
has mezzanine areas to display the vehicle provided there is adequate space on
the ramps leading to the mezzanines. In many cases, ramps simply leading to
platforms on higher levels are used as display spaces to maintain a sense of
continuity and to generate interesting dimensions in the showroom.

2.4.4 Cars displayed on different levels

This mode of display is a very easy method which helps convert a potentially
boring and flat display space into a one that is more dynamic and interesting,
displaying cars on different levels and at different angles allow viewers a wider
range of viewing options, many of which would be unconventional and unique.

29
2.5 Showroom Hall and Lobby

Showroom hall is plays a vital role in auto-showroom. The showroom area had become
a major theme to design the interior environment. The researchers develop the
observational techniques in performing this study. The lobby space type includes
foyers, entries to halls, and security screening areas at or near the entrance to a building
or demarcated space, and are meant to welcome and direct tenants and visitors, control
access, and provide exit ways from buildings. The lobby space type does not include
elevator lobbies (Cecily Channell, 2010).

2.5.1 Showroom Hall

Showroom hall is the most important area that needs to be emphasized. This is
because in the showroom, visitors want to see how an auto-showroom to
showcase their products. This will attract them if designer successful planning
major element in the area. The most successful design is to give impact to the
customer and user friendly. Seen the expectations from the customers are
eventually high, when customer already put high expectation, the company must
alert on this using planning a good design. It is based on what concept that the
showroom provide to hall display area.

Plate 2.14 Example of showroom that design according to the concept

(Courtesy of http://www.telegraph.co.uk/motoring/.html)

30
 2.5.2 Lobby

The character and function of a lobby space often influence a visitor first
impression upon entering a building. Key design concerns for this space type
include balancing aesthetics, security, and operational considerations. Typical
features of lobby space type include the list of applicable design objectives
within the context of whole building design.

Plate 2.15 Cars on display in the main lobby area of the Automobile Megamart located at 61 Ubi Ave 2

(Courtesy of http://transport.asiaone.com/news/general/story/slow-cny-used-car-dealers)

In the showroom, it may need to be large enough to be used to bring cars into the
building and at some point in the future, the client may wish to relocate the lobby
to another part of the building, bringing customers into the building in a different
way. If in the future the showroom ceases trading and the building is to be put to
some other purpose, the entrance lobby may need to be used in a different way
altogether, containing other, unknown functions. The showroom should have
spaces for an entrance lobby, a reception, a showroom and office can encourage
the belief that they are separate, individual and unique spaces, whereas they may
be the same space, or can be designed to be in the same space.

31
 CHAPTER 3

RESEARCH METHOLOGY

This chapter is focused on the approach of the study. Chapter Three will have discussion on
research design that will comprise a very detail and through discussion about research method
that have been using to get the primary and secondary data in this study. The method of data
analysis which consist specifically methods that being used as on-site observation, physical
measurement on site, structured interview with expert and questionnaire survey.

3.1 Site selection

There are two case study samples that being used in this research which are: Proton 3S
Glenmarie Service Center in Temasya Glenmarie and Naza World at Autocity, Penang. These
showrooms are being selected as the case study sample for this research due to their difference
service. Both of this showroom also have their own style which is Proton sale a local car and
Naza is the import car seller, that the differences between this two car showrooms.

3.1.1 Case study: Proton 3s Glenmarie Service Center in Temasya Glenmarie

Proton 3s Glenmarie Service Center provides a service car, exhibition, and spare parts.
The internal design of the building is not focused in causing a rupture or alienation happy
every department.

The building of two warehouse united to complete the three facilities provided there.
from the observation that in doing there, in a day of visits from customers is about 40-50
per day. The services at the time the transaction is set to call / walk in. Proton service
center is located in line with other car showrom like Lamboghini, Perodua.

32
Plate 3.0 The faade design of Proton Showroom, Glenmarie Shah Alam, Selangor

(Source : Mohd Khairuldin bin Manaf, 2016)

Figure 3.0 Maps location of Proton 3s Glenmarie,Shah alam

(Source : Mohd Khairuldin bin Manaf, 2016)

33
 Proton Glenmarie service center provide service and facilities such as:

Surau
Sleeping area
Relax area
Poster area
Car display
Tv lounge
Sitting area
Smoking area
Self service bar

Bitgood (2010) suggested, that the exhibition design should consider, how the visitor gradients
their attention sequentially into exhibits. He claimed that the exhibition designers have a number
of tolls to be applied to help in capturing and focusing attention. In this study the showroom
concept and some themes have been sequenced and organized rationally. Some of these themes
required a deep explanation and comprehensive description of literature.

The study about this showroom will help researcher to indentify the current problem happening
in the showroom especially in the scope of study area. By using this case study, it can solve the
design problem within the showroom and can be solve easily based on the research
methodologies. Finally, researcher can also indentify the image and style of this showroom based
on the study in the current interior element.

34
The circulation around the service counter area is limited and quite small but still welcoming.
The limited space in this lobby because of arrangement of furniture that are use around in this
area are to minimal and simple. There are a set of chair and a big negative space that provide at
the lobby. The most attractive feature in this lobby area is we can see our car during services
because of they put some glasses at the wall to inform customer about their car condition during
service.

Plate 3.1 The arrangement of furniture waiting area at the lobby and costumer can see their car during service

(Source : Mohd Khairuldin bin Manaf, 2016)

35
The reception area is located beside the lobby and is separated by wall. Actually, this showroom
is from 2 storey semi detached factory. It actually, hard to get notice which one is showroom,
and which one is a service area. It because both of this area a separately into two area. Besides,
there is no proper provided. The customers have to go out if they want to go to that one building.
This happen because this showroom do not unite both of this building from inside example like a
door or pathway inside the building, to give a good accessibility for customer. The customers
need to go and back from that building to the other if they have 2 works to do in the same time.

Plate 3.2 There are no access door or way to go to showroom building. The wall separate this
building into 2 department.

(Source : Mohd Khairuldin bin Manaf, 2016)

This showroom provided free internet access area at the waiting room in counter service area.
They also provide printing to customer print important document. The discussion room a build
separately, using glasses in right corner of counter service to make it more privacy.

36
According to G.M Corporation (2011) a showroom should be a tool for selling new cars and
not merely a protecting case. Because cars are seen through or against showroom elevation,
every elevation feature should be regarded as a working face of the display. Proton showroom
are using low window dropped from ceiling. Specialists in merchandising expand their display
frontage by setting window at angles.

Plate 3.3 Proton showroom using low windows drop from ceiling

(Source: Mohd Khairuldin bin Manaf, 2016)

(G.M Corporation.2011, p.13) It is sometimes claimed that window glare and reflections can
be reduced by splayed windows and a canopy. Windows tilted away from the sky are exposed
to less glares and object shaded by a canopy cast subdued reflections. Reflections that do occur
appear at an unnatural level which tends to divert attention. Vertical show window, therefore,
appear best adapted for the display of automobile.

37
3.1.2 Case study 2: Naza World in Autocity Juru, Penang

Naza world in Autocity Juru, Penang is a showroom of used car. According to G.M
Corporation (2011) a used car lot should possess plan and elevation features that promote
faster turnover, at lower cost, and at better prices. Autocity is a city of automobile, there
are many brand of car such as Honda, Kia, BMW and many more. Naza showrooms are
built in 3 shop lots and combine it into one building. It is have 2 level of floor which is
ground and first floor. There are many shop and factory around this building. It easy to
access because people can see this building on road. This site plan quite strategic
according to my review on that building.

Plate 3.4 Main entrance of Naza World showroom in Autocity Juru, Penang

(Source : Mohd Khairuldin bin Manaf, 2016)

38
 Figure 3.1 Maps location of Naza World showroom that is located in Autocity, Juru, Penang

(Courtesy of http://www.autocity.com.my/index.php?posting=194)

Naza showroom in Autocity Juru,Penang a little bit difference compare with Proton showroom.
It because this building is only have a showroom only, there are no other service such as
workshop and spare part repair. It is quite good of difference two of this show room. It will
help researcher get a comparison with it. Naza just focus for display and sale for their car
dealership, and they no need to thinking about workshop space. According to Patterson and
Bitgood (1988) there are few factors which play a significant role in exhibiting success such as
, size, motion, aesthetic factor, sensory factor and many more. Melton (1972) and Martin and
Oreilly (1982) have suggested that the element such as the color, shape, and pattern of the
exhibited object to determining the time length of visitor viewing.

39
This showroom is so simple design and modern interior design and easy to access because it
have two door access front and back. It easy to customer park they car in front of this
showroom or back of that building.

Plate 3.5 Second entrance at the back of this building and it face the highway of BKE

(Source : Mohd Khairuldin Bin Manaf, 2016)

The interior of the showroom is welcoming with a mix of simple and modern. From back it look
like big if compare with main entrance, it is because they take 3 shop lot at the back. The
reception counter design of this showroom is more professional and simple in center of this
building. The combination of the yellow and blue they as corporate image. They used a big wall
panel at the back.

40
Plate 3.6 using combination of color blue and yellow for their background

(Source: Mohd Khairuldin Bin Manaf, 2016)

Plate 3.7 simple furniture that they choose for reception in naza counter

(Source: Mohd Khairuldin Bin Manaf, 2016)

41
 Plate 3.8 the arrangement of car very systematic and it only use their space maximize

(Source: Mohd Khairuldin Bin Manaf, 2016)

In the ground floor, there are 4 area that provide for customer at the ground which is waiting
room, discussion room, cashier room, and customer lounge. The circulation at the ground floor
very pack as you can see at figure 3.0. the circulation for customer or guest very minimal.
Although using a natural light, they also use down light as their lighting. That down light has
been use to make sure it look shiny at the car texture and it will attract customer to buys the car.

The room facilities for naza world showroom:

Air conditioning
Waiting area
Customer lounge
Tv room
Pantry
Self service bar
Accessories part

42
Plate 3.9 modern self service bar design that provide to customer at the first floor

(Source: Mohd Khairuldin Bin Manaf, 2016)

Plate 3.10 there are spare part and accessories display in first floor of this building

(Source: Mohd Khairuldin Bin Manaf, 2016)

43
3.2 Data collection using case study method

Two types of data that involved in this research are the primary data and the secondary data.
Four types of measurements that the researcher obtained first hand in order to get the primary
data by doing on-site observation, physical measurement on site, interview with expert and
showroom guest questionnaire. While secondary data involves information gathered from
previous research such as room book, article, magazines, journal, newspaper and websites.

3.2.1 Primary Data

According to Naresh (2010, p. 132), primary data will be organized for the specific
purpose of addressing the problem on hand. The primary data that will be used is
questionnaire survey whether by online or manual. While distribute the questionnaire, the
researcher need cooperation and clarification from the respondents. Besides that, primary
data refer as first hand information or data obtained originally by the researcher on the
variables of interest for the specific purpose of the study (Sekaran & Bougie, 2009,
p.180). The questionnaires were distributed to the respondents whom their respond and
answers may differentiate on specific issues regarding to the topic. Questionnaires can be
efficient data collection mechanism of what and how to measure the selected variables.
Those questionnaires were distributed personally to the respondents. The primary data are
gathered using four main methods of measurement, which are on site observation,
physical measurement on site, interview with expert and showroom guest questionnaire:

3.2.1.1 on site observation

The researcher wanted to study a few interior space and element in this research.
Those areas are the lobby and reception, the display car area and the interior
element. Researcher has to observe all the activities that are happening in this
showroom several times in a day, especially during morning and evening. For
example, a lot of people gathered at the lobby area during peak hour where there
are the customer make a visited activities at the same time, this make space
become very crowded with people.

44
3.2.1.2 Physical Measurement on-site

Despite lack of cooperation with the showroom management, researcher has done
a physical measurement at both of showroom in order to get a detail and through
data. Researchers using a measurement with tape, camera and sketches book with
stationeries are the main instruments used during this data gathering. Researcher
also collect measurement of their showroom in each area that suite with scope of
study researcher. Since the measurements of the whole thing in the area are
important in study the interior design, this will help researcher to compliment the
other data collected.

3.2.1.3 Interview with the expert

In order to complete this research of study, researcher decides to interview

important person in both of showroom. Unfortunately, researchers get to
interview the sales advisor (SA) from Naza showroom in Autocity, Penang and
Proton Glenmarie,Shah Alam Human Resources (HR) . Researcher has sent a
complete set of structured questions one week before the interview season in
order to get the right info during the question and answer session (Q&A). The
Naza World sales advisor, Mr. Rezuan Malik and Mr. Faizal Ayub is interviewed
to get some primary about their building and guest perception for their showroom.

45
Sample questions for sale advisor of Naza World showroom and Proton 3s
Glenmarie:

1. Are there any complaints regarding the circulation inside this building?
(objective 1)

2. Is there any reason why the lobby does not have enough sitting for guest?

(objective 1)

3. Is there any complaint among your guest regarding the size of car display
area and it pleasure? (objective 1)

4. The space for waiting area in this showroom quite small for customer. Is
there any reason for it to be that way? (objective 1)

5. Is there any complaint regarding the image and style of this showroom?
(objective 2)

6/ In term of design criteria, what is the image/style/concept of this

showroom? (objective 2)

46
 3.2.1.4 Questionnaires on user perception

The main objective of doing survey questionnaire is to study the perception of

showroom guest. In order to gain data on user perception toward the showroom
studies, a set of questionnaire have been prepared, designed and distribute to
showroom guest.

In order to obtain the fact directly from the showroom guest, the pilot
questionnaire has been distributed. It help researcher to focus on the objective and
scope of the overall study. Things that related with the objective of the study will
be covered such as the size of the display area and lobby, color composition,
circulation, attractiveness, and others.

3.2.2 Secondary data

According to Sekaran & Bougie, (2009, p.184), secondary data refer to information
gathered by other party that already conduct a previous study. It helps researchers to get
better understand and define the problems. To obtain secondary data, the previous
researchers study can be obtained through online journal databases such as ProQuest,
EBSCOhost, Emerald Journal, Malaysian Thesis and other available databases which are
available in Universiti Teknologi MARA (UiTM) online databases. Furthermore, the
relevant articles and other sources through internet and online library are aiding in the
research. It requires inexpensive cost, time consuming and energy to the researcher. The
advance of technology helps a lot in finding resources especially the Internet. There are
several sources of getting the secondary data in order to strengthen the researcher
knowledge about the studies topic such as from book, journal, articles from magazine,
conferences and internet. This secondary data will help the researcher to understand more
about the topic and the study objective.

47
a) Books

In order to get the data and understanding, most of the books uses are based on the
showroom design, space planning and interior design in compact and small space. All
books are found mostly in the library of Faculty of Architecture, Planning and Surveying,
Tun Abdul Razak Library and bookstore.

b) Journal

Due lack of discussion towards the topic study in the faculty library, the most of the
journal collected is from the trusted website from the internet. The journal found in the
faculty library only discussed about the retail space planning, not to focus about
showroom interior design aspect.

c) Article from magazine

In order to prove the significant of study, information and article regarding showroom
will be collected as many as researcher can to help getting the current issues problem to
create the problem statement.

d) Internet

A lot of information that researcher found from internet about showroom issues. This
information in order to gain fully understanding about the topic and issues since the data
from internet very wide.

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 CHAPTER 4

FINDING & DATA ANALYSIS

4.1 Case Study : Proton 3s Glenmarie Service Center in Temasya Glenmarie

4.1.1 SECTION A related to respondents background

In section one, the researcher attempt to gather the profile of the respondent. This section will
help a better understanding on how background of respondent will influence the respondents to
the subject matter.

GENDER

35%
Male
Female
65%

Male 13
Female 7
Chart 1 Respondents Gender

AGE

16% 10%
17 to 20
16%
21 to 25
26 to 49
50+
17 to 20 2
58% 21 to 25 3
26 to 49 11
50+ 4
Chart 2 Respondents Age

49
 Based on the findings, its showed that 65% of the respondents are male and 35% of them are
female. The result shows that many of the respondents that the responded to the questionnaire area
among 26-49 years of age.

RACE

10%
Malay
15%
45% Chinese
India
Other Malay 9
30%
Chinese 6
India 3
Other 2
Chart 3 Respondents Race

RELIGION
0%

15%
Islam
45% Buddha
Hindu
40% Other Islam 9
Buddha 8
Hindu 3
Other 0
Chart 4 Respondents Religion

Based on the findings, most of the respondents are Malay near Shah Alam with 45%. As for the
religion, it stated in the result the showroom were visited by many religion around Shah Alam.

50
 STATUS

5%

30% Married
Single

65% Widow

Married 13
Single 4
Widow 3

Chart 5 Respondents Status

OCCUPATION
Professional and
10% Technical
25% Self-employed
15%
Housewife Professional 5
15% and Technical
Retiress Self-employed 7
35%
Housewife 3
Others Retiress 3
Other 2
Chart 6 Respondents Occupation

51
 Based on the finding, its showed that 65% of the respondents area married, 30% is single and
5% of them are widow. The result shows that many of the respondents that the responded to the
questionnaire in a variety status.

HIGHEST EDUCATION

21%
26% SPM
STPM

5% Diploma
Bachelor
48%
SPM 8
STPM 4
Diploma 3
Bachelor 3
Chart 7 Respondents Highest Education

Based on the finding on the chart above, clearly show that the customer from the SPM is the
most come to the car showroom and the least is from diploma and bachelor.

52
4.1.2 SECTION B related to frequency of the respondent visit

FREQUENCY

11%
21% 1st time
10%
2nd time
3rd time
21% Four 1st time 4
37% More than 5 2nd time 7
3rd 5
Four 3
More than 5 2
Chart 8 Respondents Frequency

PURPOSE

20%
service car
service advisor
10%
55% buy car

15% appoinment Service car 11

Service advisor 3
Buy car 2
Appointment 4
Chart 9 Respondents of Purpose

Based on the finding, its showed that 37% of the respondent are come to the showroom as
their second time. Most of them come to showroom in the purpose of service their car and only 10%
come to buy a new car.

53
 EFFECTIVENESS

5%
15% 10% very ineffective
ineffective
middle
25%
effective Very ineffective 1
45% very effective ineffective 2
middle 9
effective 5
Very effective 3
Chart 10 Respondents of effectiveness design and the layout to give input

UNDERSTANDING

10% 10%
none
15% less
25%
middle
understand none 2
very understand less 5
40%
middle 8
understand 3
Very understand 2
Chart 11 Respondents of understanding about the space planning

Based on the finding, its showed that 45% of the respondent are agree about the effectiveness
of the design and the layout to giving them input and most of them are understanding about the space
planning.

54
 KNOWLEDGE

10% 5%
none
15%
less
middle
40% understand none 1
30% less 3
very understand
middle 6
understand 8
Very understand 2
Chart 12 Respondents of knowledge about showroom

Based on the finding, its showed that the lack of the knowledge from the customer about the
showroom which is 5% and 40% most of customer understanding about the showroom. The rest know
the basic of showroom.

55
4.1.2 SECTION C related to space planning and the material finishes

Valuation of space planning

evaluate space planning

10
45%
9
40% 40%
8
35% 35 35%
7
30%
6
25%
5
20% 20%
4
15% 15%
3
10% 10% 10%
2
5% 5% 5%
1
0 0
0
design position condusive situation circulation arrangement
very ineffective 0 0 2 1
none effective 2 2 1 4
middle 7 4 9 7
effective 8 6 5 7
very effective 3 8 3 1

56
Valuation of material furnishing

evaluate material furnishing

14
60% 60%
12
50%
10 45%
40%
8
30%
6 25% 25% 25
20% 20% 20%
4 15% 15% 15%
10% 10%
2 5%5% 5%
0 0 0% 0 0%
0
requirement movement comfortable lighting signage
strongly disagree 0 1 0 0 3
none agree 2 1 0 0 1
middle 4 6 12 5 10
agree 9 4 5 12 4
strongly agree 5 8 3 3 2

57