Marketing Strategies of Shopping Centers in Metro Manila

Abstract

The study assessed the effectiveness of the marketing strategies of shopping centers in Metro Manila. The behaviour of shoppers in the area were evaluated in terms of how they are influenced by marketing mix components used by shopping center management. The study reviewed the service marketing mix or 7Ps concept. The impact to shoppers of each component of the 7Ps that includes product, place, price, promotion, people, process, and physical evidence were measured using the descriptive method.  The respondents were 344 shoppers in Metro Manila who answered questionnaires that was purposively distributed to them. The collected data was analysed using several statistical tools. Results confirmed that the quality of interior design, variety of retail stores, discounts on products, security, safety, customer service, convenience facilities, and landscaping attracts the public to visit shopping establishments and influence shopper behavior. The study also showed that shoppers mostly visited the groceries, women’s and men’s clothing stores, and shoe stores.  The following are recommended: shopping centers should design a marketing mix that will target different age groups; add promotional tools and events to attract highly educated shoppers; capture higher income shoppers; implement a well-designed tenant mix that allows shoppers to have myriad of choices on different store categories; increase activities on promoting upcoming events;  widen the choice or mode of payment; coordinate with the local government to host a public terminal within their area so that the general public may easily access public transportation; know the needs of the community in their vicinity and reach out to them; conduct customer service trainings participated by tenants and operations staff and engage them to actively participate in the improvement of customer service and interaction programs; maximize the use of digital technologies to enhance interaction with their shoppers; and consult with architects and designers to improve the exterior design and signage of their establishment.