Presented by:

Simon Hung

Ying Long

Benjamin Carson

Gor Ng

Filip Vukadinovic

Research Situation Methodology Key Research Problems Recommendations Limitations Q&A

Asked by Cadillac Fairview (CF) to conduct a survey regarding shoppers at Waterfront Centre (WC) property in downtown Vancouver CF is one of North America's largest investors,

owners and managers of commercial real estate

Waterfront Centre has approximately 25 shops and services Provides convenient access to many of

downtown Vancouver’s major hotels, office complexes, shopping districts and public and private transit

Survey will help CF decide on future marketing, operations, leasing, and other strategies to further serve CF shoppers Compile information on market segments,

consumer behaviour, and the strategic position of CF’s competitors (e.g. Pacific Centre, Bentall Centre)

Understand the demographics of the WC customers (e.g. age, gender, income, family size)

Compile postal codes to assess whether customers are from the Coal Harbour area, Greater Vancouver, or outside of B.C/Canada

Conducted a focus group of 9 participants (8 female, 1 male)Most participants were administrative or

secretarial staff; some were professionals (e.g. accountants and managers)

All worked in close proximity to WC

Later conducted a mall intercept surveyCollected data on roughly 110 respondentsHalf of the data was collected on a

weekend, the other half on a weekday roughly one week

Security Signage Advertising and promotions Location Differentiation Types of store demanded

Residents' Postal Code Information

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

outside C

anada

outside B

C

Vancouve

r

North Vanc

ouver

West

Vanco

uver

BurnabySu

rrey

Coquitlam

New West

minster

Others

Chi Value (X^2) = 0.71No contingency between two variables -

Frequency visit of satisfied with not satisfied T Test = .861Not enough evidence to show there is a

difference between these two groups

Chi = .72T Test = .569

 Dissatisfie

d

Neither Dissatisfied Nor

SatisfiedSatisfiedVery

Satisfied Total<1 per year 4 5 19 3 31<1 per month 4 1 7 1 13<1 per week 1 6 6 2 15<2 per week 1 5 9 0 153-5 times per week 1 3 22 1 275 or more times per week 0 6 2 2 10Total 11 26 65 9 111

Frequency Visit x Satisfaction Directional Signage Crosstabulation

 Dissatisfi

ed

Neither Dissatisifeid Nor

Satisfied SatisfiedVery

Satisfied<1 per year 12.9% 16.1% 61.3% 9.7%<1 per month 30.8% 7.7% 53.8% 7.7%<1 per week 6.7% 40.0% 40.0% 13.3%<2 per week 6.7% 33.3% 60.0% 0.0%3-5 times per week 3.7% 11.1% 81.5% 3.7%5 or more times per week 0.0% 60.0% 20.0% 20.0%

Most people are satisfied regardless of the number of frequencies

% Dissatisfied increases as the Frequency of visits decreases

Satisfaction Directional Signage x Exit Watch Quotas Crosstabulation

Canada Place

Howe & Cordova

SkyTrain

Office Tower

Total

Dissatisfied

3 4 2 2 11

Neither Dissatisifeid Nor Satisfied

3 7 2 14 26

Satisfied 23 9 16 17 65

Very Satisfied

2 1 3 3 9

Total 31 21 23 36 111

Canada Place

Howe & Cordova

SkyTrain Office Tower

Dissatisfied 9.68% 19.05% 8.70% 5.56%Neither Dissatisfied Nor Satisfied 9.68% 33.33% 8.70% 38.89%Satisfied 74.19% 42.86% 69.57% 47.22%Very Satisfied 6.45% 4.76% 13.04% 8.33%

Most people are satisfied regardless of where they are coming from

More Dissatisfactions from Howe & Cordova exit

Seen Advertisements Participated in Promotions

More FoodMore RetailMore Store

1.Not enough evidence to support investment on direct mailing to Coal Harbour

2.Don’t invest more in security

3.Invest in signage at Howe & Cordova exit

4.Invest in advertising

5.Invest in store differentiation

Time Collected half of the data on the weekend Survey data was collected in a short time frame (within

roughly one week) Data could be skewed due to events occurring around

WC Seasonality

Income 20% of respondents refused to disclose household

income

Age Had to be over 18 to participate in survey, thus leaving

only two ages in the 19 or under category

Convenient survey (not random)