MARKET STUDY OF THE

MARKETABILITY OF

MALLS IN DAVAO
BACKGROUND OF THE STUDY

Now-a-days to be able to
know the projected demand of
a certain industry would bring
a great success to the
business. This demand could
be affected through the
perception of the consumers
on the factors that could affect
the marketability of this
business.
Research Problem
The aim of this study is to
uncover the factors that
could affect the choice of
the consumers in
patronizing a mall and to
know the importance of
these factors to keep them
coming. As well as knowing
its current demand and
future demand of malls
particularly the Gaisano Mall
of Davao.
Sub Problems
Who goes to the mall?

What factors are considered in patronizing

a mall?

How can this factor help in maintaining the

consumers?

What are the names comes into peoples

mind when asked about malls?

How much do they spend when going to

the malls?
Objectives:
*To be able to know who are the consumers of
the mall.
*To be able to know the factors that affects the
perceptions of the consumers
*To be able to know and understand the
importance of having marketing strategies .
*To be able to know what would be the
projected demand after 5 years
*To be able to help the industry on improving
the variables that could be affecting the sales of
their product.
*To establish the strength of Shopping
Mall Business.
*To make Davao’s Shopping Malls as invitation
for future projects.
*To make Davao Shopping Malls a destination
spot for investors.
*To make new projects.
*To investigate the consumer decision making
styles in shopping malls.
Significance of the Study
1.) This study will show that what are the
factors that affect the consumers’
preference on going to malls.

2.) It can help the industry on improving the

variables that could affect the perception of
the consumers towards malls and

3.) The findings of this research paper can

be used by other researchers as a source of
secondary data in their related researches

4.) This study can give us ideas on what are

the essential things that could be taken into
consideration so that we can also use it
when we set up our own business in the
future.

5.) This study shows us how important

customer service, location, price, variety of
items or shops, parking space, physical
appearance and security.
Gender

0%
0%

46% MALE
54% FEMALE
 Occupation

• Table 4.2 – Age

46 above
1%

38 -45 below 19
Majority of the consumers are 20
10% 21% - 28
below 19 21%
of the consumers are below 19
29 -37 20 -28
20% 29 -37
38 -45
46 above

20 -28
48%
 Age

• Table 4.2 – Age

46 above
1%
below 19
Majority of the consumers arebelow
38 -45
10%
20 -1928 21%
21%

of the29consumers
-37 are below 2019
-28
20% 29 -37
38 -45
46 above

20 -28
48%
 Approximate Annual Household Income

• Table 4.2 – Age

under P40,000
Would under
Majority of the consumers are
rather not P40,20
P40,000
28%
000 - - 28 21%
P59,999
say
of the consumers are below
34% 19- P99,999
P60,000

P40, 000 -
P250,000 P100,000 -
P59,999
above P249,999
14%
8% P250,000 above
P60,000 -
P100,000 -
P99,999 Would rather not
P249,999
8% say
8%
 Status

• Table 4.2 – Age Living

with Single
significan
Divorced
Majority of the consumers are 20 - 28 21%
1%
t other
1%
Married Married
of the
26%consumers are below 19

Divorced

Single
Living with
72% significant
other
 How often do you go to the mall

• Table 4.2 – Age

Less Several
than times a
once a
Majority ofmonth
the consumers
year are 20 - 28
Once or more
a week
21%
1%
of the consumers
11% are below 19 times
Several
Once or a month
more a Less than once
week a month
Several 46% Several times
a year
times a
month
42%
 Important Factors in Patronizing a
Mall
• Table 4.2 – Age

Majority of the consumers are 20 - 28 21%

Security
Physical Appearance
of the consumers are below 19
Parking Space
Variety of Items
Location
Price
Customer Service

0 20 40 60 80 100
 Malls often Visit
• Table 4.2 – Age

Majority of the consumers are 20 - 28 21%

DCLA Shopping Center

of the
Gaisano consumers
South Citi Mall are below 19

NCCC Mall

Gaisano Mall of Davao

0 10 20 30 40 50 60
 Money Spend on Malls
• Table 4.2 – Age
P5000 above
Majority of the consumers are 20 - 28 21%
P1000 - P5000
of the consumers are below 19
P500 - 1000

P100 - P500

below P100

0 5 10 15 20 25 30 35 40 45 50
 Top 5 Malls

• Table 4.2 – Age

Gaisano South Citimall

Majority ofMallthe consumers are 20 - 28 21%

Victoria Plaza
of the consumers are below 19
NCCC Mall of Davao

SM City Mall

Gaisano Mall of Davao

0 10 20 30 40 50 60 70 80
 Malls in which Consumers were
Satisfied in Terms of PRICE
• Table 4.2 – Age
DCLA Shopping Center
Robinsons Cybergate

Majority of the consumers are 20 - 28 21%

SM City Davao

of the consumers
Gaisano South Citimall

Gaisanp Mall of Davao

are below 19
Victoria Plaza Mall
Chimes Shopping Center

NCCC Main Magsaysay

NCCC Mall Davao

0 10 20 30 40 50 60
 Malls in which Consumers were Satisfied in
Terms of CUSTOMER SERVICE
• Table 4.2 – Age
D C LA S ho pping C e nte r

Majority of the
R o bins o ns C ybe rg a te

S M C ity D a v a o
consumers are 20 - 28 21%
of
Ga is a the
no S o uthconsumers
C itim a ll are below 19
Ga is a np M a ll o f D a v a o

Vic to ria P la za M a ll
C him e s S ho pping C e nte r

N C C C M a in M a g s a ys a y
N C C C M a ll D a v a o

0 10 20 30 40 50 60
 Malls in which Consumers were
Satisfied in Terms of LOCATION
• Table 4.2 – Age
D C LA S ho pping C e nte r

Majority of
R o bins o ns C ybe rg a te

S M C ity D a v a o
the consumers are 20 - 28 21%
ofis a nothe
Ga S o uth Cconsumers
itim a ll are below 19
Ga is a np M a ll o f D a v a o

Vic to ria P la za M a ll
C him e s S ho pping C e nte r

N C C C M a in M a g s a ys a y
N C C C M a ll D a v a o

0 10 20 30 40 50 60
 Malls in which Consumers were Satisfied in
Terms of VARIETY OF ITEMS/SHOPS
• Table 4.2 – Age

Majority
D C LA S ho pping C ofe nte rthe consumers are 20 - 28 21%
R o bins o ns C ybe rg a te
of the S M C ityconsumers
Davao are below 19
Ga is a no S o uth C itim a ll
Ga is a np M a ll o f D a v a o
Vic to ria P la za M a ll
C him e s S ho pping C e nte r
N C C C M a in M a g s a ys a y
N C C C M a ll D a v a o

0 10 20 30 40 50 60
 Malls in which Consumers were Satisfied in
Terms of PARKING SPACE
• Table 4.2 – Age
D C LA S ho pping C e nte r
Majority
R o bins o ns C ybeofrg a tethe consumers are 20 - 28 21%

of the consumers are below 19

S M C ity D a v a o
Ga is a no S o uth C itim a ll

Ga is a np M a ll o f D a v a o

Vic to ria P la za M a ll
C him e s S ho pping C e nte r
N C C C M a in M a g s a ys a y
N C C C M a ll D a v a o

0 10 20 30 40 50 60
 Malls in which Consumers were Satisfied in
Terms of PHYSICAL APPEARANCE

• Table 4.2 – Age

D C LA S ho pping C e nte r
Majority ofrg a tethe consumers are 20 - 28 21%
R o bins o ns C ybe

of the consumers are below 19

S M C ity D a v a o
G a is a no S o uth C itim a ll
Ga is a np M a ll o f D a v a o
Vic to ria P la za M a ll
C him e s S ho pping C e nte r
N C C C M a in M a g s a ys a y
N C C C M a ll D a v a o

0 10 20 30 40 50 60 70 80
 Malls in which Consumers were
Satisfied in Terms of SECURITY
• Table 4.2 – Age
D C LA S ho pping C e nte r

Majority ofrg a tethe consumers are 20 - 28 21%

R o bins o ns C ybe

of the consumers are below 19

S M C ity D a v a o
Ga is a no S o uth C itim a ll

Ga is a np M a ll o f D a v a o

Vic to ria P la za M a ll
C him e s S ho pping C e nte r

N C C C M a in M a g s a ys a y
N C C C M a ll D a v a o

0 10 20 30 40 50 60 70
Davao City Demand Analysis
Total Population as of 2010
Suspect Pool --- 1,900,000
Prospect Pool --- 25% (Gaisano Mall of Davao)

Prefer to visit Gaisano Mall of Davao

Population X ( % of Respondents who
prefer Gaisano Mall of Davao)
1,900,000 * 25% = 475,000

Prefer not to go to Gaisano Mall of Davao

Population X % of respondents who don’t
want Gaisano Mall of Davao
1,900,000 * 75% = 1,425,000
Recommendation

In order to continuously increase the sales

of the Mall we need to cater the needs of the
greater people in the bracket of students
and young professional which is on the age
of 20 - 28 . it is also important to take into
consideration the factors that could affect
the marketability of malls which is the
security, Customer service, Variety of items,
Price, Location and Physical Appearance.
Through this more people would be
attractive to come and visit the mall more
often.