A study investigating the preferences of shopping centre in Hong Kong families with kids

Abstract

Hong Kong is known as a shopping paradise. It is a part of Hong Kong people’s daily life to visit shopping mall. Among the customers, family customer is one of the major groups. During weekends and public holidays, shopping mall is always filled with families with kids. The goal of this study is to discover the main factor that have an effect on the selection of shopping mall in Hong Kong families with kids, and to analyze whether there are any differences in the priority of the factors for family with different demographic background. The sampling frame of this study is Hong Kong families with kids aged under 12. Primary quantitative research method is used and an online survey is conducted to gather the data. According to the literature review, there are mainly 7 factors that have an effect on customers’ selection of shopping mall. As per the survey result, “location and accessibility” is considered as the most important factor by family customers with kids, followed by “tenant mix”, “entertainment features”, “promotional activities”, “mall facilities”, “design and layout” and “management service and facilities”. The findings provided an insight into the shopping pattern, habits and preference of family customers with kids. Shopping centre operator should plan their management and marketing strategy in accordance with the priority of importance of the factors considered by the customers. Customer’s expectation and shopping habits change over time, shopping centre operator should review the market trend regularly and adjust their offerings accordingly.