GROUP 4 SM CITY DAVAO

1. Description of the mall. SM City Davao (or widely known by Davaoeos as SM Ecoland) is the pioneer SM mall in Mindanao region, opened to the public on November 2001. Managed by SM Prime Holdings and owned by Henry Sy. Located at Quimpo Blvd. cor. Tulip Drive, Ecoland Subd., Matina, Davao City. Mall hour starts at 10 a.m. and ends at 9 p.m. It has two connected buildings, the main and the annex. Last March 9, 2012, the annex building opened and tenants started operating their business at 1st and 2nd floors. The square-shaped main building has three floors with tenants SM Cinemas, SM Department Store, SM Supermarket and a lot of local and international brand stores. This mall having 75,440 sq. meters is one of the places where people can relax, explore and enjoy with entire family. Moreover, they have a wide space as parking area for customers having private vehicles. Shoppers are accommodated by the public vehicles at the front of the mall and also the transportation terminal that operates beside the mall. Who are the customers being observed? Subject #1: Women or a Mother Location: SM Supermarket What are goods being bought? They are buying goods that needed for daily consumption, such as canned goods, sugar, detergent powder, biscuits and etc. Customers buying behavior: Habitual buying behavior These consumers buy goods that are essentials for her family daily living. What factors influenced their buying behavior? basic needs or necessities consumers determine their basic needs for living and the quantity they needed for a period (a week or even for monthly consumption) prices (promotions) wise buyers consider the value of the product, means product is worth buying. Then, usually they seek savings, instead of buying sachets they buy in bags or big packs. taste preferences - In consumable goods, buyers consider the tastes and they buy the brands that they used to buy. economic situation quantity of the products they tend to buy depends on their purchase power. High income earners usually buy goods enough for month consumption, meaning they can afford large quantities of products. Subject #2: Young Ladies and a Man Location: Penshoppe What are goods being bought? They are choosing shirts. Customers buying behavior: Complex buying behavior They are characterized by this type of buying behavior because items offered on that store is quite expensive than those not branded and low quality items.

What factors influenced their buying behavior? discounts or sale it is one of the strategies to attract potential buyers, especially on branded items. It is because the buyer would think of the amount they save in buying the products at discount instead on its original price. age and life cycle (personal factor) young ladies and men buy clothes that suit their age fashion trend most of them are influenced by the people surrounds them. They are easily captured by the latest styles. Subject #3: Ladies Location: Ground floor What are goods being bought? They are attracted by the bags of Secosana , Michaela, & Parisian. Customers buying behavior: Dissonance buying behavior They are characterized by this type of behavior because items they bought are expensive and they are not buying it frequently. These buyers consider the brand and quality of the bags. What factors influenced their buying behavior? sensory stimuli attracted by the colors and styles brand usually, branded bags are made of quality materials that ensures durability price discounts