An Exploratory Study Based on Hong Kong That Examines the Efctiveness of Marketing Strategies in Promoting Shopping Centres to Attract Visitors and Shoppers

Abstract

Their responses were used to rank the effectiveness of various promotional strategies, and a group of shoppers were surveyed about the efficacy of various marketing strategies for boosting shopping malls' most important metrics (sales and foot traffic). It appears that there are substantial differences between the factors that drive sales or visits, and the results indicate that there are a variety of combinations that may be useful in developing optimal patterns of consumer behavior. Displays in public places like schools and communities tend to attract visitors who aren't necessarily interested in making a purchase, in contrast to fashion shows and product displays, which don't elicit either type of response from the public. It has been demonstrated that a combination of free entertainment and discount offers is an effective alternative to mall-wide deals, despite the popularity of mall-wide deals. Positive findings were discovered after analyzing actual purchases, visits, and promotional kinds over the course of a three-month period to determine how well actual customer behavior matched consumers' claimed behavior likely. The research was conducted to find out how well actual customer behavior matched consumers' claimed behavior. According to the findings of the research, the allure of city centers can be broken down into four categories: shopping, entertainment, activities, and environment. It was discovered that the accessibility of a city center does not have a statistically significant effect on the desirability of a city. The purpose of this study is to investigate the ways in which marketing strategies, such as production strategy, pricing strategy, promotion strategy, and location strategy, influence the performance of organizations.