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| Open Access | An exploratory study conducted in Hong Kong examined the effectiveness of marketing techniques in shopping centers' promotion mixes to attract patrons and tourists.
Abstract
A sample of shoppers were polled about the efficacy of various marketing strategies for increasing shopping malls' most important metrics (sales and foot traffic), and their responses were used to rank the effectiveness of various promotional tactics. There appear to be significant differences between sales drivers and visit drivers, and the findings suggest that various combinations may be beneficial in achieving optimal consumer behavior. Displays in schools and communities tend to attract visitors who are not potential customers, whereas fashion shows or product displays fail to elicit either type of reaction. Despite the popularity of mall-wide deals, a combination of free entertainment and discount offers has proven to be a viable alternative. Positive findings were found after analyzing actual purchases, visits and promotional kinds over a three-month period to see how closely actual customer behavior matched consumers' claimed behavior. The study discovered that shopping, entertainment, activities, and the environment all contribute to the attractiveness of city centers. City center accessibility was not found to have a statistically significant effect on a city's desirability. The purpose of this study is to investigate how marketing strategies, such as production strategy, pricing strategy, promotion strategy, and location strategy, influence organizational performance.
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LI MENG, ABHIJIT GHOSH
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Copyright (c) 2023 LI MENG, ABHIJIT GHOSH (Author)
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Copyright (c) 2023 LI MENG, ABHIJIT GHOSH (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
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