MARKETING RESEARCH AT BUCARAMANGA S SHOPPIN CENTER MARKETING RESEARCH AT BUCARAMANGA S SHOPPIN CENTER JESSICA TATIANA ALARCON ALFONSO

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1 MARKETING RESEARCH AT BUCARAMANGA S SHOPPIN CENTER JESSICA TATIANA ALARCON ALFONSO JOHANNA VARGAS MENDES PONTIFICAL BOLIVARIAN UNIVERSITY 1 of 18

2 TABLE OF CONTENTS 1. Abstract Key words 3 2. Research Instruments Video Interview Data Analisys Quantitative Analysis Qualitative Analysis Conclusions of 18

3 ABSTRACT With this report we wanted to know how the marketing s strategies at Bucaramanga s shopping center are and how effectively those ones are. There are many barriers that are affecting the blueprint of marketing between the clients and the shops therefore is always good to know what kind of strategies are working or not and which ones are the best to focus on or are not productive to in that case start making a new plan and maybe changing the variables of the strategy, everything focalized on getting the goals. The currently world have been changing a lot and everything around is been going so fast and so we are and so the marketing is, this report let us see the strengths, weaknesses, opportunities and threats to make changes or just keep the old ones, but the purpose of this is increase the sales with an effective plan, that if in some cases is necessary to reevaluate the system used by the shops we will have the tools necessaries to catch up with the competitors and the move of marketing and not to get lost or which is worse lag behind competitors, that s why shops and shopping center must be ready always no matter how volatile is the market they need to be updated with the customer s taste and their loyalty. KEY WORDS: Shopping, Strategies, Consumer, Analysis, Malls. 3 of 18

4 RESEARCH INSTRUMENTS We made a survey with a sample size of 29 people from Bucaramanga and around it they answered 10 questions all about marketing, how they get all the social media marketing and what are they looking for, what they think about all the magazines and mails from different shops, their taste and not tastes. To make this we used Survey monkey and we made it on line. 1. Population: Population of Bucaramanga and around it that visit malls. 2. Sample size. We made the survey to 29 persons in different malls around Bucaramanga. 3. Objective of the survey: Analyze marketing strategies, purchasing preference and consumption capacity in Bucaramanga and around it and its effectiveness in consumers. 4. Questions of the Survey: 10 questions 5. Collect Technique: we will use direct questions with multiples choices. 6.Questions: SOOIcSFeOwfthP0XKw4SWRhVsyk3D 7. The Interviews: We made two interviews one to an expert in marketing strategies and the other one to a regular person that is a customer from the shopping center. 4 of 18

5 Her name is Ana Maria she is the logistic coordinator of a company named Eventos y producctiones, she is involve with all this strategies because she has to work with and she told us what she thinks about marketing strategies and how they implement. - The interview is on the channel YouTube following the link below. 5 of 18

6 DATA ANALYSIS 3.1 Quantitative Analysis 1. En general, Que tan importante es para usted comprar ropa nacional o importada? No me interesa 4 13,8 Es muy importante, pero no escencial a la hora de comprar 6 20,7 Compro de las dos clases 18 62,1 Solo compro nacional 1 3,4 TOTAL of 18

7 2. Aproximadamente, Cuantas veces al año compra en el mismo almacén? 1 ves 1 3,4 De 2 a 4 veces 12 41,4 De 4 a 6 veces 10 34,5 Mas de 6 veces 6 20,7 TOTAL En general, cuál es la probabilidad de que elija comprar el mismo producto pero de otra marca? Extremadamente probable 5 17,2 Bastante probable 13 44,8 Poco probable 10 34,5 Nada probable 1 3,4 TOTAL of 18

8 4. En su opinión, Que tan efectivas son las revistas publicitarias enviadas a los hogares por los centros comerciales? Muy efectivas - Me incitan a comprar 2 6,9 Efectivas- Llaman la atención 16 Poco efectivas- Raramente las veo 9 Nada efectivas- Nunca las miro 2 55,2 31,0 6,9 TOTAL of 18

9 5. En general, Que tan interesado esta usted en recibir correos electrónicos con publicidad y promociones vigentes de los almacenes? Me interesa mucho- Me gusta estar al tanto de las 20,7 promociones 6 Me interesa- Pero muy pocas veces puedo comprar 9 No me interesa mucho- No las reviso 12 No me interesa en absoluto - Es muy molesto recibir esos correos 2 31,0 41,4 6,9 TOTAL of 18

10 6.En su opinión Que tan eficiente es el servicio al cliente ofrecido en los almacenes de los centros comerciales? Muy efectivo- Siempre atienden mis quejas 3 10,3 Efectivo-Pero algunas veces hay demoras en los 72,4 resultados 21 Poco efectivo 5 17,2 TOTAL of 18

11 7. Que característica adicional es mas importante a la hora de visitar un centro comercial? Ubicacion 19 65,5 Juegos infantiles 0 0,0 Cinemas 0 0,0 Plazoleta de comidas 10 34,5 TOTAL Aproximadamente, Cuantas veces al mes suele comprar un nuevo producto de un centro comercial? Ninguna vez 4 13,8 De 1 a 3 veces 22 75,9 De 3 a 5 veces 3 10,3 De 6 veces en adelante 0 0,0 TOTAL of 18

12 9.En general, Cuando se dirige a un centro comercial, que busca en el? Productos para comprar tales como ropa, articulos de 72,4 belleza etc 21 Excelentes locaciones de 17,2 comidas 5 Juegos de entretencion 1 3,4 Cinemas 1 3,4 Otros 1 3,4 TOTAL ,00 12 of 18

13 10. Dentro de cual de los siguientes rangos de estratos usted se encuentra? del 1 al ,1 del 3 al ,4 del 4 al ,5 del 6 en adelante 0 0,0 TOTAL of 18

14 3.2 Qualitative Analysis SWOT ANALYSIS RESULTS : STRENGTHS The first strengths we saw is that the 75.86% of the interviewee, usually their capability let them to buy a new product between 1 and 3 times per month which means that those strategies use by the shopping center must be strong since the consumption capacity is considerably medium-high. Another important strength observed is about advertising magazines since 55,17% of the people said that this ones are effective and make them look at it, this is one of the oldest strategies used but is still working and let the buyers have a better look of what are they going to buy or whether if they are not interesting in buying something to have one of this magazines at home take their attention making them want to have something that maybe they did not realize they wanted before, so yes those shops that are currently working With advertising magazines are getting the goal coming from their customers. There is another important fact that is a good thing to have on mind and is about what is the most important additional characteristic when they decide to pick a mall to go to and the 65.52% said: the location, so this let them know not just how important is the fact that they have their shops into a mall also that they must put every store in an specific place 14 of 18

15 depending of the location even into the mall itself, all this knowledge about it make them grow up. WEAKNESSES 41, 38% people said that they are not interesting in s getting from the companies with advancement on it they do not even open them, so there is a weakness that is good to start working on it because mostly of the companies are doing this and if there is almost a half of people that are not interesting on it they might change the strategy and find out how to get the people involve with their products and how to get their attention by the internet. Those shopping center has to take a close look to the costumer service 72, 41% of the people said that the customer service offered from the malls are fine but it also take too long to solve their problems or inconvenience, so if there is a mistake done by the company and the client go to customer service but it takes too long to answer them, they won t come back again, since their satisfaction level is too low. OPORTUNITIES 41, 38% of the people said that the probability for them buying per year in the same shop is between 2 to 4 times and 34, 48% said that they buy between 4 to 6 times, this is almost 80% of the people that give the shops the chance to get them to buy more than once which means that if they feel satisfied with the service and products the probability to buy again would Increase in demand according to the satisfaction. 15 of 18

16 Another opportunity found out is that 72,41% of the interviewee rather to go to the malls and get products as clothes, perfumes, make up and so on instead of going to the cinema or to eat something this is a market that the shops available to sail that kind of products may take advance of it. THREATS Despite that some people have said that they are faithful to a certain brand there is a 44,83% that said the probability to buy the same product but in a different store it is quite likely so in here starts everything related to the competition those that are close to us and have the same products and can take our client decreasing the sales. Here it is when we start making new strategy based on improving our capabilities to get new customers and keeping the old ones. 16 of 18

17 CONCLUTIONS With this analysis about marketing strategies at Bucaramanga's shopping center we wanted to see all the different profiles that can be involve into it like Malls, stores and customers since everyone has different views of this one. Malls and stores are those that make the marketing and the customers are those that trough the sales are getting the marketing, the strategies or not. So based on this we saw that the people that are coming over to the malls are getting the strategies they feel satisfied by what they get from the stores which mean it is worth it. Despite there are some facts that the shopping center has to work in, like customers service and not just to have the client for once is about to get them pleased that they want to come back and in this way encourage repurchase. Something to focus in, is the stratum 41,4% of the interviewee are between 3 and 4 and 34,5% are between 4 and 5 this let us realize that the strategies build from the shopping center must be focus on this stratum and their purchasing power, taking their capability part of the planning. 17 of 18

18 People do not have preference between national products or foreign products they just want good ones that if the brand sale something with specifics characteristics this one have them on it. 18 of 18