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ACBM suggests to promote Hong Kong to more inland cities in Mainland
A briefing session for industry practitioners on the ninth phase of the Customer Perceived Value was held on the 21 October 2008 at the Hong Kong Polytechnic University. Attendants included local practitioners from leading companies such as Chow Tai Fook, Chow Sang Sang, Clarins, L’oreal, Sa Sa, Hong Kong Tourism Board, Hong Kong Productivity Council, Crocodile, The Swank Shop, The Wing On Department Stores, TSL Jewellery (to name a few).
The CPV project, initiated in 2004, is a biannual study which evaluates 2500 to 3500 questionnaires on the performance of local retailers from both local shoppers and tourists, It also reflected the shopping experience of more than 400 retailers from seven main retail categories.
In the Ninth Phase of the CPV, the outcome highlighted crucial factors of customer perception as well as the emerging shopping trends of mainland tourists. Several of the key findings in CPV’s phase nine include a drop in consumer’s perception of safety, a trend of reduced spending of repeated visitors to HK, worst industry performer being the Fashion industry and the trends in shopping behaviors of tourists from provinces in China and abroad.
Dr Sherriff Luk, Director of Asian Centre for Brand Management, said, “Among the first-time visitors from the mainland, about 40 per cent are from Guangdong, seconded by Shanghai (eight per cent) and Beijing (five per cent). Visitors coming from the fast developing cities such as Changsha (Hunan), Wuhan (Hubei), Chongqing and Chengdu (Sichuan), and Tianjin are still the minorities, representing approximately one per cent of the total sample from each city. It reflects that the individual-travel scheme has heavily relied on Guangdong tourists, and further promotion is still necessary to capture more opportunities from other cities.”
Prof. Judy Tsui, PolyU Associate Vice President, Dean of Faculty of Business, Director of Graduate School of Business and Chair Professor of Accounting, said, “The majority of shoppers in Hong Kong tend to be brand buyers, in which people are strongly motivated by the company brands, this is particularly true for mainland tourists. Of the brand purchased, only 39 per cent of them had heard about the brand previously in their home cities. We suggest that Hong Kong retailers should dedicate more effort on brand building activities to increase brand awareness.”
Dr Leslie Yip, Associate Head of Department of Management and Marketing, said, “This study provides evidence that customer perceived value (CPV) is positively associated with brand preference. The higher the CPV, the higher the brand preference. It results in brand loyalty. Therefore, customers with higher brand preference have much higher spending per transaction when compared to low brand preference customers (a difference of more than $600 per transaction, contributing to approx. 41 per cent).”
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