BUY Overseas Travel Packages TODAY from TV Shopping Channel ET Mall
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Transcript of 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!
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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
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Key words
Consumer behaviour
Buying decision making process
TV shopping channel
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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) )
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Consumer Decision Process (CDP)
Search
Alternative Evaluation
Purchase Decision
Purchase Act
Post-purchase Evaluation
Problem Opportunity Recognition
Demography
PromotionMethods
Impulsepurchase
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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
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-
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
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Home
ET Mall Background
Product Portfolio
Jewellery Clothing
3C
Food
TravelTravel Books
Beauty
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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
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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
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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)
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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
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Limited time & amount
500 worldwide limited edition!!
Lines are now full!!
38 seats left!!
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Price comparison
Normal market price vs. ET Mall price!!
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Free gifts & additional bonus points
Free gifts
and more!!!
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Lucky draw
Buy now and lucky draw today!!
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Price deduction
(1st time ever in 7 years, don’t miss it!!
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Interest-free instalment via credit card company
Only NTD 1,908 /day
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Program hosthostess
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Hokkaido (Japan) 7 days for NTD29,800
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Full Services
Catalogue shopping
Internet on-line purchase
TV shopping channel by ET mall
Travel agency
Logistics
ET Mall has all!!
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Film clips
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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
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Survey structure
Factors that influence decision making for TV shopping
DemographyPromotionMethods
ImpulsivePurchase
-- 80 survey issued -- 60 valid survey returned from selected targets
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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
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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
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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
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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
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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
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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
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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
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Research flowLiterature review
Hypotheses testing
Design questionnaire for survey
Conducting survey
Draw conclusion
Complete report
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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
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BUY Overseas Travel Packages
TODAY from TV Shopping
Channel
ET Mall NOW!