1. Kaohsiung Commercial District Shinkuchan and Sanduo’s Consumers: A Comparative Analysis of Consumers’ Behavior, Attitude and Preference UE4A 1098200009 Jenny Chang

2. Purposes:  reference material to these two commercial districts ’ organizers.  help the government to create the projects of promoting the commercial district.

3. Background:  Since 1995, the government work hard Taiwan ’ s 101 commercial districts.  Ministry of Economic Affairs, the Department of Commerce promoted three projects: 1. image commercial district 2. development of commercial streets 3. visual design of the business areas

4. Background:  Industrial Development Advisory Council 2012 annual issue PPT context: The commercial districts →a good platform In the future, how to attract people in order to expand the value of the commercial district were the developmental points.

5. Scope:  consumers from Shinkuchan & Sanduo  design questionnaire → 3 sections 1. consumer behaviour 2. consumers ’ attitude 3. consumers ’ preference Time: winter vacation(1/14/2013 ~ 2/8/2013) 100 for Shinkuchan & 100 for Sanduo

6. Theoretical framework: 1. definition of the consumer behaviour 2. consumers' behavioral model-EMB modal 3. definition of the commercial district

7. Consumer Behavior  Laura Lake (2009):  people do some actions to achieve their requirement.  has the requirement to acquire something→decisive choice procedure.  starts from the mind, thinking and action  accomplish it via choosing, buying or receiving service.  be contented with their anticipations.

8. Consumers' Behavioral Model  EMB Model from Engel, Blackwell and Miniard.  5 stages in the decision-making process: 1. problem recognition 2. search 3. alternative evaluation 4. purchase intention 5. the final act of buying.

9. Commercial District  John Dawson and Dennis Lord (2012):  “ a concentration of shops and other commercial establishment each in individual ownership and on individual sits. “ (p234)

10. Method:  1. literature review  2. questionnaire to Shinkuchan & Sanduo 3 sections : (1) consumer behavior (demography profile, consumer ’ s habits and motivation) (2) consumers ’ attitude (what do they like) (3) consumers ’ preference (common things to compare)  3. statistic system: T-test, descriptive statistics or ANOVA

11. Limitations:  limitations of time & money  use random sampling  Not every consumer write the questionnaire

12. Reference:  Dawson, J., & Lord, D. (2012). Shopping centre development (rle retailing and distribution). (pp. 3-4).  Industrial Development Advisory Council. 商業審議會, (2012). 活絡商圈旺消費 帶動地方經濟發展. Retrieved from website: http://idac.tier.org.tw/DFiles/20121022143139.pdf http://idac.tier.org.tw/DFiles/20121022143139.pdf  Lake, L. (2009). Consumer behavior for dommies. John Wiley & Sons.  Ministry of Economic Affairs. Department of Commerce, (n.d.). image commercial district. Retrieved from website: http://idac.tier.org.tw/DFiles/20121022143139.pdf http://idac.tier.org.tw/DFiles/20121022143139.pdf  Majumdar. (2010). Consumer behaviour: Insights from indian market. (p. 234).