BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

34
BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall Selina Hsin 忻忻忻 94933006 Lisa Wei 忻忻忻 93933006 Jim Chen 忻忻忻 95933008 December 30, 2006 NOW!

description

BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall. NOW!. Selina Hsin忻維冰94933006 Lisa Wei 魏汝倩 93933006 Jim Chen 陳詩鈞 95933008 December 30, 2006. Outline. Background Literature review TV shopping channel -ET Mall introduction Promotion Methods Film clips - PowerPoint PPT Presentation

Transcript of BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

Page 1: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

BUY Overseas Travel Packages TODAY from TV Shopping Channel

ET Mall

Selina Hsin 忻維冰 94933006Lisa Wei 魏汝倩 93933006Jim Chen 陳詩鈞 95933008

December 30, 2006

NOW!

Page 2: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

2

Outline

Background

Literature review

TV shopping channel -ET Mall introduction

Promotion Methods

Film clips

Hypotheses

Survey structure & Survey results

Hypothesis review and conclusion

Recommendations & Team learning

Page 3: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

3

Key words

Consumer behaviour

Buying decision making process

TV shopping channel

Page 4: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

4

Model of Consumer Behaviour

InputsInfo.

Processing Decision Process Decision Process Variables

External Factors

Stim

uli

Exposure

Attention

Yielding/Acceptance

Retention

Comprehension

M E

M O

R Y

Problem Recognition

Search

Alternatives Evaluation

ChoicePurchase

Outcomes

satisfaction

Beliefs

Attitudes

Intentions

Motive

Lifestyle

Normative Compliance

Cultural Norms

Group Influence

Family Influence

Unexpected Circumstances

Dissatisfaction

Exte

rnal

se

arch

ing

Evaluative Criteria

(Engel, Blackwell, Miniard,1993) )

Page 5: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

5

Consumer Decision Process (CDP)

Search

Alternative Evaluation

Purchase Decision

Purchase Act

Post-purchase Evaluation

Problem Opportunity Recognition

Demography

PromotionMethods

Impulsepurchase

Page 6: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

6

History of TV Shopping Channel

1st –The Home Shopping Network (HSN)

USA(1982):1986-GVC1982-HSN

Korea(1996): LG Home Shopping CJ Home Shopping

Taiwan(1992): --ET Mall--FuBon MOMO--VIVA TV

Page 7: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

7

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

NTD: Million

2000 2001 2002 2003 2004 2005 Est.2006

ET Mall Revenue

ET Mall Background ET Mall is founded in Aug. 1999,

Its TV station launching in Dec. 1999.

Revenue

Page 8: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

8

Home

ET Mall Background

Product Portfolio

Jewellery Clothing

3C

Food

TravelTravel Books

Beauty

Page 9: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

9

Seven CommitmentsET mall qualified

7 day delivery

10 day trial period

Free delivery to door

24/7 toll-free service line

365 day in service

Page 10: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

10

ET Mall Achievement1st to provide Live shopping broadcasting networking

1st Live broadcasting extended from 17 hrs to 20hrs

1st to offer luxurary goods

(Honda CR-V 250 cars in one hour)

1st to hit revenue record NTD 100 million a day

1st to sell travel package on TV

3.2 million members till Dec 2006

Page 11: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

11

ET Mall (Oversees travel package)

Price / Positioning– Under NTD 10,000 (19)

– NTD 10,000~20,000 (34)– NTD 20,000~30,000 (15)– NTD 30,000~40,000 (7)– Over NTD 40,000 (7)

Product: – Japan (21)– Korea (8)– Indonesia/the Philippines/ Cambodia (7)– Thailand/ Malaysia/ Singapore (11)

– China/Hong Kong/Macau (30)– New Zealand/ Australia (1)– U.S/ Canada (3)– Europe/ Africa (5)

Page 12: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

12

Promotion methodLimited time & amount promotion Good value– Price comparison– Free gifts & additional bonus cash points– Lucky draw

Program hosthostessLower risk – 10-day trial period– Quality Assurance

Convenience – Interest-free instalment via credit card company– door to door delivery/return/replace– 24/7 /365 Service– Home shopping environment

Page 13: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

13

Limited time & amount

500 worldwide limited edition!!

Lines are now full!!

38 seats left!!

Page 14: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

14

Price comparison

Normal market price vs. ET Mall price!!

Page 15: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

15

Free gifts & additional bonus points

Free gifts

and more!!!

Page 16: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

16

Lucky draw

Buy now and lucky draw today!!

Page 17: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

17

Price deduction

(1st time ever in 7 years, don’t miss it!!

Page 18: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

18

Interest-free instalment via credit card company

Only NTD 1,908 /day

Page 19: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

19

Program hosthostess

Page 20: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

20

Hokkaido (Japan) 7 days for NTD29,800

Page 21: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

21

Full Services

Catalogue shopping

Internet on-line purchase

TV shopping channel by ET mall

Travel agency

Logistics

ET Mall has all!!

Page 22: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

22

Film clips

Page 23: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

23

Hypothesis

H1 -Females between 25-35 are most likely to purchase overseas travel packages via TV shopping channel.

H2-The introduction and promotion of the host/hostess is the main factor for buying decision making.

H3-Limited availability and price comparison table have strong influence on buyers' purchasing behaviours.

H4-The majority of the purchases are impulsive

Page 24: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

24

Survey structure

Factors that influence decision making for TV shopping

DemographyPromotionMethods

ImpulsivePurchase

-- 80 survey issued -- 60 valid survey returned from selected targets

Page 25: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

25

Survey Results—Demography

•1st — Females of age 26~35 (40%)•2nd —Female of age 36-45 (22%)

7%2% 2%

22%

5%12%

40%

3%7%

2%0%

10%

20%

30%

40%

50%

< 25 26~35 36~45 46~55 > 56

Male Female

Page 26: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

26

Survey Results—Promotion Methods

-- free gifts are the most important--introductory film & price comparison are similar next

12%

48%

28%

40%

47%

5% 5%

55%

0%

10%

20%

30%

40%

50%

60%

Marquee &Banner

PackagesLeft

IntroductoryFilm

Schedule PriceComparison

Gifts Music Host

Page 27: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

27

Survey Results—Decision Making Factors

--Cheap & instalment--Limited availability important, but not the top reason--Destination

10%

53%

35%

45%

27%

38%

45%

0%

10%

20%

30%

40%

50%

60%

Cheap &Installment

Return &Replacement

Attractive Gifts IntendedDestination

Lively Film EnthusiasticHost

LimitedAvailability

Page 28: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

28

Survey Results—Impulsive Purchase

What People Have Decided Prior to Their Purchase

28%

37%

3%13%

43%

0%

10%

20%

30%

40%

50%

PartyMember

DepartureDate

Budget Destionation None of theAbove

--37% totally undecided = impulse buying--13% decided the party members--40% decided the destination

Page 29: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

29

Hypothesis Review & Conclusion

? H1 -Females between 25-35 are most likely to purchase overseas travel packages via TV shopping channel.

H2-The introduction and promotion of the host/hostess is the main factor for buying decision making.

H3-Limited availability and price comparison table have strong influence on buyers' purchasing behaviours.

H4-The majority of the purchases are impulsive

Page 30: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

30

Recommendations

1. More payment methods (53%)

2. More products targeting females (73%)

3. Improve consumer satisfaction (70%)

4. Clearer price comparison table (47%)

5. Release timetable

Page 31: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

31

Team Learning

In a survey, what you expect may not be what you get—may have to modify the survey questions

When a survey is very specific, it is hard to collect data

Researching on a private corporate structure can be complicated in isolating individual business unit's performance.

Hard to analyze psychology through a survey

If one were exposed enough, people can be manipulated by promotion methods

Page 32: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

32

Research flowLiterature review

Hypotheses testing

Design questionnaire for survey

Conducting survey

Draw conclusion

Complete report

Page 33: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

33

ReferenceBlackwell, D. R., Miniard, P. W. and Engel, J.F., “Consumer Behavior”, 2001, 9th ed. , Harcourt, Inc.Card, J. A., Chen, C. Y. and Cole, S. T. ( 2003 ) ,“Online Travel Products Shopping: Differences

between Shoppers and Nonshoppers,” Journal of Travel Research, 42, pp.133-139.Gillett, P. L. ( 1976 ) ,”In-Home shoppers: An overview,” Journal of marketing, 40 ( 4 ) , pp.81-

88. 品牌權益、知覺風險、涉入程度對電視購物消費者行為之研究 --- 研究生:張慈凌 指導教授:

鄭華清 --http://etds.ncl.edu.tw/theabs/site/sh/detail_result.jsp 服務品質與顧客忠誠度關係之研究—以東森電視購物為例 --- 高鉦宛

http://etds.ncl.edu.tw/theabs/extQuery/detail_result.jsp?id=094KUAS0768012 費者生活型態與購物情境關聯之研究 - 以東森購物頻道為例

-- 研究生 : 張學梁 ttp://etds.ncl.edu.tw/theabs/extQuery/detail_result.jsp?id=093THMU0457053

東森購物網路商城 http://www.etmall.com.tw/Pages/TVSHOP.aspx?&PH=TopMenu_TVSHOP&WT.mc_id=TVSHOP_TopMenu_TVSHOP

無店鋪經營學 - 電視購物霸主篇 一天 1 億元,東森購物超級秀 http://www.techvantage.com.tw/content/051/051104.asp

無店鋪經營學 - 電視購物新兵篇 -- 每個富邦員工都是 MOMO 台促銷點 http://www.techvantage.com.tw/content/051/051110.asp

東森購物總經理 宋湘嵐 最會賺錢的「購物女王」經理人月刊 12 月刊 東旅打造客製化行程 ETToday News 2006 年 5 月 18 日 下午 02:16營收不再成長-東森購物如何 Show me the money? 遠見雜誌 2006. 2

Page 34: BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall

34

BUY Overseas Travel Packages

TODAY from TV Shopping

Channel

ET Mall NOW!