Kapampangan Teens on Mall Preference: SM Pampanga versus Robinsons Starmills

(Qualitative) The research focuses on the preferences of Kapampangan teens to SM Pampanga over Robinsons Starmills. The group chose to focus on teens (13- 19 years old of both genders) because: (1) they tend to be heavy users of shopping malls (Baker and Haytko, 2000), (2) they spend disproportionately larger money in those in which they have a high degree of interest and involvement (McCasland, 2004), (3) they have more purchasing power because of continuous financial support from their families and lesser financial responsibilities, (4) there is little research conducted on teen mall preferences (Baker and Haytko, 2000). It is well-known that teens have the spending power, both in terms of personal purchases and influences over the family spending. Hence, retail stores like SM Pampanga and Robinsons Starmills must understand the connection of teen mall preferences and their retail strategies. This study aimed to describe the mall preferences of Kapampangan teens in relation to their mall choice SM Pampanga over Robinsons Starmills. A Correlational Analysis through observations, surveys, and questionnaires are going to be used to answer the following areas: 1. What is the standard shopping mall look like to Kapampangan teens? 2. Why do Kapampangan teens prefer SM Pampanga over Robinsons Starmills? Sampling techniques, surveys, questionnaires, and other important rating scales were used in previous studies to collect attribute data on mall preferences. But as stated before, there were limited studies conducted for teens mall preferences (particularly on a specific geographic area -Pampanga). The group got interested in doing such research for all of them belong to the same category.

The members of the group are also curious about their deeper and unrevealed views; if people of their ages have a common response on the subject matter. Mall preferences in relation to mall choice among the general population have been studied and research both quantitatively and qualitatively. Research on shopping mall behaviour indicates that age groups differ regarding preferences for mall attributes (Anderson, Burns & Reid, 2003). Also entertainment available could influence mall choice and dcor of a mall is important for apparel consumers (Baker & Haytko, 2000 cited from Preez, et. al., 2009). According to the study of Ibrahim and Wee (2002), the results suggested that beside retailer and customer factors, transport model/travel factors also play an important role in shoppers entertaining shopping experiences. Retailer factors include shopping center features, atmosphere and value-added features. Customer factors are hedonic-oriented and utilitarian-oriented while transport mode/travel factors incorporate effort, protection, comfort, enjoyment, and tension. Teens seem to be concerned with how cool stores are within a mall. Coolness of the mall is tied to the types of merchandise the stores carriers. In the quantitative study of teen girls and mall shopping experiences of Baker and Haytko (2000), teens are looking for stores that carry specific merchandise, especially the latest fashion. Tourists are attracted to unique, contemporary, sophisticated merchandise in stores (Kinley et al., 2002). Shoppers in general are attracted to novelty (Wilhelm et al., Wang et al., 2000).Uniqueness, trendiness, novelty for teens, these are all synonymous terms for coolness. The assortment of different stores is also identified as a decisive issue for teens as well as shoppers in general when choosing a mall (Keep & Lindquist, 1995). Aside from number of stores, variety of products, assortments of merchandise, and wide selection of goods are other considerations of teens; and Lee et al., 2004). These varieties also include food options (Baker & Haytko,

2000) and assortment of services (Wang et al., 2000). Another worth mentioning preference is finding exactly what you want in the least amount of time (Keep & Lindquist, 1995). Teens like to hang-out at malls and meet their friends (Baker & Haytko 2000). Indeed, visiting and shopping with friends are major activities for teens. Talking to other shoppers and enjoying the crowd are surprising preferences of customers (Kang et al., 1999). The friendliness and conduciveness of the mall to these activities affects the level the mall spending on the part of the teens. Meeting and spending time with friends makes a difference in mall choice (Wang et. al., 2000). The physical appearance of the mall also contributes to mall preferences. These include availability of unique store design, good air quality and lightning, temperature, spaciousness of internal layout, cleanliness, and even ease of finding car parking lot (Ibrahim et al., 2002). Other factors that influence the mall environment perceptions are fashion, clean, organization, reflection of local culture, appeal, sensible, and function (Kinley et al., 2003). Having adequate aisles and easy to follow layout positively adds to mall choice (Keep et. al., 1995; Ibrahim et. al., 2002). Interestingly, they also found differential influence from the environmental factors on excitement and desire to stay. Likewise, (Wee, 2002, cited from Dawson, Bloch, and Ridgway, 1990) stated that some consumers have experiential motives for shopping which result from hedonic or recreational motivations. Through a survey of visitors, the results clearly shows that consumers with strong product or experiential motives report the most pleasure and arousal in the marketplace. Thus, consumers who purposely come to the market to experience sights, sounds and people reported higher arousal and pleasure than those who did not have strong experiential motives. Finally, (Wee, 2002, cited from Dawson, Bloch, and Ridgway, 1990) found that consumers view malls as a place not only for shopping, but also for other activities, such as entertainment, socializing with friends and browsing with no intention of buying.

The availability of entertainment facilities, celebrations, activities and participation is an emerging consideration of mall preference (Ibrahim & Wee, 2002). Cultural events as mall shows are important for the tourist. (Kinley et al., 2003). Entertainment destination adds atmosphere to the mall that is distinctive or evokes certain feelings, or the mall as a source and venue for recreation. Entertainment centers, entertainment and destination venues, once of little significance to shopping centers and malls, are now growing in importance as an essential part of the mix, since in order to attract todays consumer, goods alone dont work. Malls and lifestyle centers now offer a fun and a social experience. In this competitive environment, it is critical for retailers to determine improved ways to target consumers and thus increase market share. Mall choice is greatly affect by salespeople and staff. Considerations for these are being helped by knowledgeable sale personnel, being able to find prompt help when needed, and being able to find nice and courteous but not pushy sales personnel (Kinley et al., 2003). With our financial status today, price is another factor that influences mall choice. According to Lee et al. (2004) in their competitive analysis stated that mall preference affects by being able to find a real bargain, many items for sale, product at regular retail prices, discounted products. Teens and tourist have great value for money and pleased with purchases in reasonable prices (Kinley et al., 2003). Motivational factors of customers in mall are to find just prices, to find the best for their money and hunt for real bargain. (Kang et al., 1999). In summary, over the past twenty years research has moved from a focus on such basic motivational factors as driving time to more in-depth exploration of mall activity in the form of experiential. Along the way we have identified distinct shopper types and found wide variance in motivation factors for patronage among these different groups. Despite this progress, much remains unknown about mall choice and mall perceptions among consumers.

The group conducted a survey questionnaire (100 respondents, 13-19 years old of both genders) and a survey interview (30 respondents, 13- 19 years old of both genders). The questionnaire consists of four surveys to know the ideal shopping mall of teens by checking their preferences; performance rate of SM Pampanga and Robinsons Starmills with the given preferences; recommended facilities, stores, events, and leisure for SM Pampanga and Robinsons Starmills; and their preferred mall (SM Pampanga or Robinsons Starmills). The interview consists of two questions that will describe the ideal shopping mall of teens and their mall choice (SM Pampanga or Robinsons Starmills). According to the results of the study: My ideal shopping mall must have: Specialty stores (branded stores) Variety of stores Goods Assortments Quality of Products Meeting place for friends Mall design and facilities Entertainment Food Stalls Reasonable Price 31 votes 30 votes 30 votes 35 votes 32 votes 30 votes 36 votes 31 votes 28 votes

The performance rating of SM Pampanga and Robinsons Starmills: Preferences SM Pampanga Robinsons Starmills Specialty stores (branded stores) Variety of stores 860 856 714 740

Goods Assortments Quality of Products Meeting place for friends Mall design and facilities Entertainment Food Stalls Reasonable Price

850 886 840 864 851 849 766

725 815 780 762 751 731 751

Preferred Mall of Kapampangan Teens (Survey Questionnaire and Survey Interview): MALL CHOICE SM Pampanga Robinsons Starmills NET VOTES 101 votes 21 votes

My ideal shopping mall looks like Based on the survey made by the group, the standard requirement for a shopping mall must have entertainment (36 votes). Next to it is a mall having good quality of products (35 votes); followed by meeting place for friends (32 votes). Then, specialty stores and food stalls on the same position (31 votes). To be followed by variety of stores, goods assortments, and mall design, all on the same position (30 votes). And surprisingly, reasonable price is last on the rankings (28 votes). From the results, it is very evident that the entertainment has the major impact for teens in their mall choice. Entertainment here would mean having unusual, special stores, good and exciting facilities, and enticing events and activities. This may also include cinemas, event centers, karaoke booth, amusements, etc. Kapampangan teens enjoy going to the mall with their friends, not buying anything, but just enjoy their experience. Most of Kapampangan teens would go

to the mall just to watch movies. Aside from we dont have much local cinemas on our towns, cinemas in malls offers a unique and fulfilling experience for us. Malls, particularly SM Pampanga, are the ideal wholesome group gathering and entertainment place. Teens are looking for entertainment in mall with their friends to be relaxed from tiring school days, in short a place for hang-out. Refreshment and relaxation is the main reason for this. With any surprises, the result is justifiable because the respondents are the teens. Teens in general would always love to go malling with their friends and whiling away the hours. Being a Filipino, quality of products is very much important. Including the Kapampangan Teens know this which could be proven from the results of the survey. A mall providing high quality products would be their choice. With the age of our respondents, social life is very vital. Thats why one of their preferences is meeting place for friends. Actually, most of the teens go to the mall not for shopping but only to be with their friends. Sometimes they would proceed to entertainment facilities, window shop, or just roam around. Teens prefer to be belonging to their age group. They would strive to be one with the group that they think they have the same lifestyle and attitudes. They
probably shop to the same store where their group shop or prefer. And for them, every store reflects different personalities and they would go for the one that reflect theirs.

Aside from sense of belongingness, Kapampangan teens would still prefer to have their own identity. Variety of stores and assortment of merchandise would satisfy this need. The comfort (facilities, availability of food stalls, cleanliness, place to sit down) that the mall would give is also one of their considerations. Because for Kapampangan teens comfort and ease is important as enjoyment, it would be the determinant if they will stay longer or leave, go back or say goodbye. From this study, the group can now have a clear view and decriptions of a standard mall based on the preferences of Kapampangan teens.

SM Pampanga over Robinsons Starmills SM Pampanga is the very first SM Supermall in Central Luzon when it opened in 2000. SM Pampanga is now the longest and biggest mall in the region, with more than 668 meters sprawl of mall shopping area. Shoppers can only expect more shopping, dining and fun options as the mall opened its newest Mall Annex, now having more than 433 shops and boutiques to satisfy every shoppers needs. It offers a basket of attractions and never-ending surprising events. Truly, they live with their motto, We got it all for you. Based on study made by the group, Kapampangan teens prefer SM Pampanga over Robinsons Starmills. First, it is much bigger than Robinsons. It has 3rd floor which Robinsons Starmills doesnt have. Since it is much bigger and longer, there are many varieties of store you can choose from. According to Kapampangan teens, in SM Pampanga you can have all the things of they wanted and needed. SM Pampanga got it all, from entertainment, accessories, specialty stores, music stores, department stores, supermarket, coffee shops, internet shops, book stores, food stalls, specialty stores, beauty product store, etc. They also offer high quality of products. The arrangements of their products are more presentable and in architectural layout. At the Department Store, you can feel a different ambiance and unique view. You can see it from the modern designs, lightings, walls and, floorings. Other said that SM is the place where they can meet their friends. It is a good place to hang-out. Nowadays, teens are addicted to entertainment places like Toms World, Quantum, Worlds of Fun and Karaoke Hub. They are willing to spend their money just to play from these places. It is important for malls to have many entertainment places because most of the teens love to hang-out and play with these facilities. Others go shopping at SM Pampanga simply because it is famous or its name. The comfort rooms are always clean and functional compared with Robinsons Starmills.

In supermarket, lots of goods are there were you can choose from them. The fish and fruits are fresh. SM Pampanga offer more goods and others think that its boring to do grocery in Robinsons Starmills Supermarket.

Republic of the Philippines Commission on Higher Education DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY Bacolor, Pampanga

RESEARCH PROJECT in CONSUMER BEHAVIOR

(Marketing 4)

Submitted to: Miss Mharree Joie Shynne P. Gomez

Submitted by: BSBA 3A- Marketing Kevin James Alfonso Sharmaine Enriquez Mary Grace Yap