Customer’s Motivation towards Customer’s Motivation towards NOVA Electronic Shop: NOVA Electronic Shop:

Analysis of Marketing Mix TheoryAnalysis of Marketing Mix Theory

Global Marketing CourseNational Chiao Tung University

By:Hendrik LiIIM / 9637533By:Hendrik LiIIM / 9637533

Research Methods

OutlinesOutlines

Introduction

Discussion & Suggestion

Data Collection &Analysis

Literature Review

IntroductionIntroduction

Research BackgroundResearch Background

• In 2004, the size of the computer and consumer electronics retail market worth more than NT$200 billion in Taiwan• NOVA is one of the biggest players for consumer electronic retailer in Taiwan• NOVA using marketing mix theory (Product, Price, Place and Promotion)

Research Question and Research Question and HypothesesHypotheses

Research Questions:1.From 4 Ps marketing mix theory, which factor that drives the customer the most to go to NOVA?2.Is there any other factor that make the customers go to NOVA?

Research Question and Research Question and HypothesesHypotheses

Hypotheses :H1. From 4 Ps, Place is the most important factor for NOVAH2. Promotion is the weakest factor

Methods and Methods and LimitationsLimitations

Literature ReviewLiterature Review

Literature ReviewLiterature Review

Definition of Marketing MixThe division of groups to make a particular product, by pricing, product, branding, place, and quality

4 Ps4 Ps

Summary of Marketing MixSummary of Marketing Mix

NOVANOVA

Revenue for all Taiwan: NT$ 16 billion per year

Visitors per month: 1.200.000 people

NOVA movement : • NOVA Taipei, July 1996 • NOVA Tai Chung, January 1997• NOVA Kao Shiung, July 1997• NOVA Hsin Chu, April 1998• NOVA Chung Li, August 1999• ENOVA.com.tw, January 2001• NOVA Tao Yuan, May 2006

Data Result & Data Result & AnalysisAnalysis

Product 1 2 3 4 51.      NOVA provides complete and updated electronic products 0 0 0 17 4 882.      Products that sell in NOVA come with good quality, warranty and services 0 0 4 14 3 833.      I am satisfied with the products in NOVA 0 0 9 12 1 80Price4.      NOVA gives a lot good discounts 1 7 7 6 1 655.      NOVA has good leasing options (pay monthly) 0 3 14 3 1 656.      I am satisfied with the product price at NOVA 0 3 11 5 2 69Place7.      NOVA’s location is easy to reach 0 0 1 9 12 998.      A lot of people from out of town go to NOVA 0 3 10 5 3 719.      I am satisfied with NOVA’s location 0 0 1 11 9 92Promotion10.   I see a lot of NOVA’s advertisement 1 8 7 5 0 5811.   I understand NOVA promotion’s message 1 5 9 7 0 6612.   I am satisfied with NOVA promotion activity 1 4 11 5 0 62

GRAND TOTAL 89813.      My biggest reason to go to NOVA because of:a. the product (7) b. the price (5)c. the place (9) d. the promotion (1) e. Others:

TOTAL

Strong Disagree

Strong AgreeDisagree Neutral Agree

Effect to the grand total:Product = (88 + 83 + 80)/898 * 100% = 27.95%Price = (65 + 65 + 69)/898 * 100% = 22.16%Place = (99 + 71 + 92)/898 * 100% = 29.18%Promotion = (58 + 66 + 62)/898 * 100% = 20.71%

Data Result & Data Result & AnalysisAnalysis

Other test

Q13 :

My biggest reason to go to NOVA because of

a. Product b. Price c. Place d. Promotion e. Others

Data Result & Data Result & AnalysisAnalysis

From the data collection and analysis, the conclusion that we get are:1. Place is the strongest factor that drives customers go to NOVA , 29.18% (H1 correct)2. Promotion is the weakest factor from the customers’ point of view, 20.71% (H2 correct)3. Place is also the biggest factor that female customers chose to go to NOVA

DiscussionDiscussion

For the future research regarding to NOVA, the author’s suggestions are:1. Can find the reasons why NOVA’s promotion is so weak2. And what is the effect for NOVA if it strengthened another P, besides the 4 Ps, like People, Packaging, etc.

SuggestionSuggestion

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