How to Study for an Open Book Test

Open book tests teach you how to find information when you need it, and under a significant amount of pressure.   Even more importantly, the questions are designed to teach you how to use your brain. And contrary to popular belief, you do not get off the hook when it comes to studying for an open book exam. You just need to study a little differently. Open Book Test Questions Most often, the questions on an open book test will ask you to explain, evaluate, or compare information from your textbook. For instance: Compare and contrast the different views of Thomas Jefferson and Alexander Hamilton as they pertained to the role and size of the government. When you see a question of this nature, dont bother scanning your book to find a statement that summarizes the topic for you. Most likely, the answer to this question will not appear in a single paragraph in your text—or even on a single page. The question requires you to have an understanding of two philosophical views that you could only comprehend by reading the entire chapter. During your exam, you will not have time to find enough information to answer this question well. Instead, you should know the basic answer to the question and, during the test, look for information from your book that will support your answer. How to Prepare for an Open Book Test If you have an upcoming open book test, take the following steps to prepare. Read the chapters ahead of time. Dont expect to find quick answers during the test.Know where to find everything. Observe headings and sub-headings and make your own outline. This reinforces the structure of the text in your mind.Mark all important terms with sticky notes and flags. If the teacher allows it, mark your texts with these removable tags wherever you notice important concepts and terms. Be sure to ask first!Review lecture notes for themes. Your teachers lectures usually provide an overview of the themes and concepts that appear on tests. You wont always get this by reviewing the book alone.Make your own notes if allowed, and write down important formulas or concepts that you’ve covered in class. What to Do During the Open Book Test First, evaluate each question. Ask yourself if each question requires facts or interpretation. The questions that require facts may be easier and faster to answer. Fact-based questions will begin with expressions like: List five reasons . . . What events led up to. . .? Some students like to answer the fact-based questions first, then move on to the interpretation questions, which require more thought and concentration. As you answer each question, you will need to quote the book when appropriate to back up your thoughts. Be sure to quote only three to five words at a time—otherwise, you may find yourself copying answers from the book, which will result in a loss of points.

Antigone, by Sophocles Essay - 853 Words

In a democracy, people choose representatives to lead and govern them. However, these representatives might take unpopular steps. In such instances the people may show their disapproval of a policy and vent their grievances through acts of civil disobedience. Henry Thoreau said, â€Å"It is not desirable to cultivate a respect for the law, so much as for the right.† It is both the right and responsibility of a person to fight an unjust law, and civil disobedience allows one to convey his thoughts and ideas in a passive, nonviolent way. In Sophocles’ Antigone, written in 442 B.C., we find one of the earliest examples of civil disobedience. The play emphasizes the right of the individual to reject his government’s infringement on his freedom to†¦show more content†¦She believes that her courage and sacrifice through her defiance of Creon’s law will make him see the error of his ways and help bring a positive change. She passionately protests to Cre on that his decision is not right. Yet Creon, somewhat blinded and conceited with this newly acquired power, remains stubborn and does not change. Antigone says to him: Look on me †¦ I alone, see what I suffer now at the hands of breed of men- all for reverence, my reverence for the gods! (Sophocles, pg. 107). This shows how Antigone believed that the power of the gods was greater than the power of any king. If she had obeyed Creon, she would have disobeyed the higher power of the gods. One important issue here is the clash of principles between Creon and Antigone. Creon believes in conformity to man-made laws while Antigone stresses for the higher laws of duty to the gods and ones family. Her statement also points out the inequality at that time between men and women. Yet this act of courage from Antigone gave hope to the silent masses - men and women - to stand up for what is just, as it was their right to have justice and freedom in a democracy. The distinct views of Creon a nd Antigone regarding the method of government tell their different perspectives of civil disobedience. Creon demands obedience toShow MoreRelatedAntigone By Sophocles Antigone1478 Words   |  6 PagesThroughout Antigone, Antigone is a presented as a strong woman who is both dedicated to her family and her community. That said, there is much conflict between these two dedications. In this paper, I will give examples of Antigone’s different individual responsibilities and her philosophies and explain how those conflict with the commitment that she is to have to her community and indirectly, her king. Ultimately, I will argue that Sophocles demonstrated his values of family, the way of the godsRead MoreSophocles Antigone By Sophocles Essay1869 Words   |  8 PagesIn Sophocles’ play Antigone, two brothers, Eteocles and Polynices fight for the thrown of Thebes. The war comes to an end when both brothers die fighting for the honor, and their uncle Creon becomes the ki ng of Thebes. Upon his coronation, Creon issues a decree that Eteocles, the former king of Thebes, will be honored with a traditional military burial, while his brother Polynices will be â€Å"left unwept, unburied, a lovely treasure for birds that scan the field and feast to their heart’s content† (SophoclesRead MoreSophocles Antigone By Sophocles1892 Words   |  8 PagesAntigone †¢ Title: Antigone by Sophocles †¢ Genre: Play; Tragic drama †¢ Historical context: Written circa, 442 B.C.E. in Athens Greece. Performed circa, 441 B.C.A. Its literary period was classical. While Antigone was the first written of Sophocles’ three Theban plays, it was the last of the trilogy. It was performed during a time of national unrest. Sophocles was appointed to serve as a general in a military crusade against Samos. The significance of the historical events during that timeRead MoreSophocles Antigone By Sophocles1495 Words   |  6 PagesAs one of the most famous tragedies ever written, Antigone, by the Greek playwright Sophocles, has received much notoriety as well as much speculation. Set in the city of Thebes after a devastating civil war between the brothers Polyneices and Eteocles, the play begins after the brothers’ deadly struggle for the throne. Polyneices and Eteocles have already caused the undue deaths of one another, and without another man in their immediate family available, their uncle Creon trav els to Thebes to seizeRead MoreAntigone By Sophocles Antigone912 Words   |  4 PagesIn Sophocles, â€Å"Antigone† begins with the stages of grief as Antigone mourns the loss of her two brothers, Polyneikes and Eteokles, who die simultaneously in face-to-face combat in Thebes. Eteokles dies with honor fighting for the Thebesians and is honored with rituals and a proper burial. The body of Polyneikes, who attempted to burn the city of Thebes, is left for the dogs and birds to savage. Thesbesian’s law forbids anyone giving a traitor, like Polyneikes, a proper burial, for that itself isRead MoreSophocles Antigone By Sophocles964 Words   |  4 PagesIn â€Å"Antigone† by Sophocles, a famous ancient Greek tragedian, the main character, Antigone, demonstrates a prohibited action in a strict, male-dominated society. Greek civilization upheld strong values and rules that were designed to enforce orderly behavior among its people. There were state laws created by the King, Creon, and divine laws created by the Gods. Divine law was superior to the king laws, and if that rule was disrupted, eternal consequences could ruin an individual. In this societyRead MoreAntigone by Sophocles1059 Words   |  5 Pages In the book Antigone, Creon and Antigone can be considered as the tragic heroes of the play. Antigone is considered the tragic hero because of the characteristics she shows such as her ambition to defeat Creon, Creon shows more of the characteristics clearly. Creon is the king of Thebes. He is also Antigones uncle. Creon became king after a fight between Eteocles and Polyneices. One may see Creon as a harsh and controlling ruler, but he is not good nor bad because he shows signs of both like whenRead MoreSophocles Antigone By Sophocles967 Words   |  4 PagesTragedy in Antigone Antigone is one of the greatest Greek tragic plays by Sophocles. The play portrays two main characters, Antigone and Creon, who undergo tragedy in the play. Various arguments have been put forth regarding who amongst the two characters is the actual tragic hero in Sophocles’ Antigone. A number of people are for the idea that Creon qualifies since he does possess the real characteristics of what tragedy is all about, while numerous others believe that Antigone is the actual heroRead MoreAntigone, by Sophocles1997 Words   |  8 PagesThe death of Antigone is truly a tragic episode in the Theban Plays, where she hung herself with a woven linen of her dress. By convention, her death would be characterized with feminine quality. However, Antigone, one of the few female characters in the book, possessed distinguishable female characteristics that are as remarkable as a male hero. Antigone was determined when she made up her mind to bury her brother. She was an agent of her words a nd took up the risks that accompanied to her deedsRead MoreAntigone By Sophocles Antigone1525 Words   |  7 Pagesneglect nothing that the gods demand† (1349-1350). Sophocles’ Antigone takes place in a trying time for the city of Thebes, when Oedipus, their king, and most of the royal family have died, and Creon has just been appointed the new king. Throughout the play, Creon tries on his power as the new ruler, and seems to believe that the gods will not be angry with some of his choices as king, even though they directly violate the divine law. However, in Antigone, when there is a conflict between the divine law

Crime and Bad Lives Are the Measure of a State’s Failures free essay sample

In todays modern world the situation in society usually reflects back the state of the government and policy-making institutes. High crime rates, poor living conditions, poverty, malnutrition indicate states failure and degradation. It is a widely distributed case when the state of living is so poor that people have no choice but resort to crime to make a living.The state in this case is supposed to fail in providing a good community with jobs, appropriate living standards and thriving economy, thus it failed its main purpose of existing on the grounds that government, without reserve, is responsible for the upholding its civil on the right level. When crime, undernourishment and poverty prosper in society, it is a feature of the fact that the political system has failed to educate and equip the average individual in society with means to survive. For instance, Louisiana, USA, reflects in one year an extremely high crime rate and also a large percentage of people with an unhealthy and pernicious lifestyle, then, the job and responsibility of the state to govern, discipline and educate has been failed. We will write a custom essay sample on Crime and Bad Lives Are the Measure of a State’s Failures or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page With reference to government it must be said that it should be amenable for all the implications of its unfortunate policy and failures owing to the fact that society and civilians usually suffer from the inadequate government policy.All things considered, it should be ruminated about the governments responsibility for creating an environment which is conducive to civil and respectful behavior through the passage and implementation of regulations and rules which define appropriate behavior in a normative culture context.

Logo Summary free essay sample

Here is UH West Shahs ext logo! So, first I started off with the Poe. Knew that making the bird too fancy would ruin the overall quality of the logo itself, so I made sure the shapes and lines used were simple. The face included curved eyes and a beak, with layers of inner heart-like shapes that form into the body. The oval shape around it is the outer body that connects with the wings of the Poe. Being that was going for simplicity, leaving the wings alone with no feathers needed was the way to go.The second portion of the logo included a big W hat forms into 3 letters at once, W U and H. The W is the most obvious, with simple transformation methods under, reflection, to easily connect both sides of the letter and form a perfect W. This, along with the owl and background, has the most body of color because I feel they are the most important figures in the logo. We will write a custom essay sample on Logo Summary or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The W represents the western side of our island and differentiates us from University of Hawaii at Mania.The color theme I went with was a darkish red and white because those are our school lord. With in the middle forms an H, from the spaces between the W and the Poe. This is where I felt most creative, by combining two major ideas into one. During my sketching process, I drew both an individual owl and a big W, thinking either one would be good to use. I then thought of an idea to implement both logos into one, showing more detail towards the overall picture. The circular background, felt, was a good way to make the logo seem more professional.Its a good way to make people feel like our university is complete, with no rough edges and a smooth curve to success. My unique achievement that I was going for through this image is the overall feeling of the picture. I tried to make a logo that didnt just look cool, but also have meaning behind it. The Poe is flying in my logo, meaning its capability to succeed is past the moon and beyond the stars. The direction of going up means to stay positive and always prepare for what will happen next in your life. Its wings are spread open, meaning our university provides a broad mount Of options that can interest anybody who attends here and pursue their dreams. Every little detail created in this picture is to help influence people that our university is the right choice for them. My logo turned out to be a success. I feel like the image itself is simple, and the meaning behind it is very influential. The color, lines, shapes and everything else used all had its unique purposes to help the picture come to life. Im satisfied with what have created, and I hope you are too. Thanks!

Jean Michel Basquiat Essay Example

Jean Michel Basquiat Paper LIFE AND TIMES OF ARTIST Jean Michel Basquiat was born on December 22, 1960 in Brooklyn, New York. His father, Gerard Basquiat was born in Port-au-Prince, Haiti and his mother, Matilde Andradas was born in Brooklyn of Puerto Rican parents. At an early age, Basquiat displayed an aptitude for art and was encouraged by his mother to draw, paint, and to participate in other art-related activities. In 1977, when he was 17, Basquiat and his friend Al Diaz started spray-painting graffiti art on slum buildings in lower Manhattan, adding the infamous signature of SAMO (their graffiti â€Å"tag† which stood for â€Å"same old shit†). The graphics were pithy messages such as Plush safe he think†, â€Å"Pay for Soup†, Set it on Fire† and SAMO is an escape clause. SAMO’s social message was critical of mainstream culture; the style was poetic with an intellectual edge. In December 1978, the Village Voice published an article about the writings. The SAMO project ended with the epitaph SAMO IS DEAD written on the walls of SoHo buildings. In 1978, Basquiat dropped out of Edward R. Murrow High School and left home, a year before graduating. He moved into the city and lived with friends, surviving by selling T-shirts and postcards on the street. By 1979, however, Basquiat gained a certain celebrity status amidst the thriving art scene of Manhattans East Village, for his regular appearances on Glenn OBriens live public-access cable show, TV Party . In the late 1970s, Basquiat formed a band called Gray, with the then-unknown musician and actor Vincent Gallo. Gray played at clubs such as Maxs Kansas City, CBGB, Hurrahs, and the Mudd Club. Basquiat worked with Gallo again in a film Downtown 81 (a. . a New York Beat Movie) which featured some of Grays rare recordings on its soundtrack. He also appeared in Blondies video for Rapture. Basquiat first started to gain recognition as an artist in June 1980, when he participated in The Times Square Show, a multi-artist exhibition, sponsored by Collaborative Projects Incorporated (Colab). In 1981, poet, art critic and cultural provocateur Rene Ricard published The Radiant Child in Ar tforum magazine, helping to launch Basquiats career to an international stage. We will write a custom essay sample on Jean Michel Basquiat specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Jean Michel Basquiat specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Jean Michel Basquiat specifically for you FOR ONLY $16.38 $13.9/page Hire Writer During the next few years, he continued exhibiting his works around New York alongside artists such as Keith Haring, Barbara Kruger, as well as internationally, promoted by such gallery owners and patrons as Annina Nosei, Vrej Baghoomian, Larry Gagosian, Mary Boone and Bruno Bischofberger. By 1982, Basquiat was showing regularly alongside Julian Schnabel, David Salle, Francesco Clemente and Enzo Cucchi, thus becoming part of a loose-knit group that art-writers, curators, and collectors would soon be calling the Neo-expressionist movement. He started dating an aspiring and then-unknown performer named Madonna in the fall of 1982. In 1982, Basquiat met Andy Warhol, with whom he collaborated extensively, eventually forging a close, if strained, friendship. By 1984, many of Basquiats friends were concerned about his excessive drug use and increasingly erratic behaviour, including signs of paranoia. Basquiat had developed a frequent heroin habit by this point, starting from his early years living among the junkies and street artists in New Yorks underground. On February 10, 1985, Basquiat appeared on the cover of The New York Times Magazine in a feature entitled New Art, New Money: The Marketing of an American Artist. As Basquiats international success heightened, his works were shown in solo exhibitions across major European capitals. Basquiat died of mixed-drug toxicity (he had been combining cocaine and heroin, known as speedballing) in his Great Jones Street loft/studio in 1988 several days before what would have been Basquiats second trip to the Cote dIvoire. After his death, a film biography entitled Basquiat was made, directed by Julian Schnabel, with actor Jeffrey Wright playing Basquiat. ARTIST STYLE Basquiats art career is known for his three broad, though overlapping styles. In the earliest period, from 1980 to late 1982, Basquiat used painterly gestures on canvas, often depicting skeletal figures and mask-like faces that expressed his obsession with mortality. Other frequently depicted imagery such as automobiles, buildings, police, childrens sidewalk games, and graffiti came from his experience painting on the city streets. A middle period from late 1982 to 1985 featured multipanel paintings and individual canvases with exposed stretcher bars the surface dense with writing, collage and seemingly unrelated imagery. INTERPRETATION These works reveal a strong interest in Basquiats black and Haitian identity and his identification with historical and contemporary black figures and events. On one occasion Basquiat painted his girlfriends dress, with his words, a Little Shit Brown. The final period, from about 1986 to Basquiats death in 1988, displays a new type of figurative depiction, in a new style with different symbols and content from new sources. This period seems to have also had a profound impact on the styles of artists who admired Basquiats work. Basquiats lasting creative influence is immediately recognizable in the work of subsequent and self-taught generational artists such as Mark Gonzales, Kelly D. Williams, and Raymond Morris. In 1982, Basquiat became friends with pop artist Andy Warhol and the two made a number of collaborative works. They also painted together, influencing each others work. Some speculated that Andy Warhol was merely using Basquiat for some of his techniques and insight. Their relationship continued until Warhols death in 1987. Warhols death was very distressing for Basquiat, and it is speculated by Phoebe Hoban, in Basquiat, her 1998 biography on the artist, that Warhols death was a turning point for Basquiat, and that afterwards his drug addiction and depression began to spiral. ART VALUE Up until 2002, the highest mark that was paid for an original work of Basquiats was $3,302,500 (set on 12 November 1998). On 14 May 2002 Basquiats Profit I (a large piece of art measuring 86. 5 by 157. 5), owned by heavy metal band Metallica co-founder Lars Ulrich, was put up for auction at Christies. It was there that the highest mark for a work of Basquiats was set when Profit I sold for $5,509,500. The proceedings of the auction are documented in the film Some Kind of Monster. On 15 May 2007, an untitled Basquiat work from 1981 smashed his previous record, selling at Sothebys in New York for $14. 6 million.

Sphere Book review essays

Sphere Book review essays Michael Crichton was born in Chicago, in 1942. After graduating from the Harvard Medical School, Crichton embarked on a career as a writer and filmmaker. Called "the father of the techno-thriller," his novels include The Andromeda Strain, Sphere, The Jurassic Park and Prey. Many of his books have been made into films, including the phenomenally successful Jurassic Park. Crichton has directed six films, and is also the creator of the hit television series E.R. Always interested in computers, he once ran a software company- FilmTrack. Overall Michael Crichton has proved that he is both a dynamic person and an equally dynamic writer. In the Pacific at the bottom of the ocean is discovered a massive spacecraft- a spacecraft entombed for at least 300 years... To the scene are rushed a team of scientists to unearth and reveal the spacecrafts hidden past. They arrive at the depths of the pacific and enter the mysterious spacecraft with apprehension, dread and anticipation... What they discover is that the spacecraft was American and it had been transported back in time through a black hole and had ended up in the ocean. The Situation just looks like a case of Physics gone wrong Until they find an ominous and seemingly Alien Built Impenetrable Silver Sphere on board As they investigate, their computers start to receive strange coded messages from an unknown intelligence Whatever the entity is, it doesnt seem to like them very much... The team of scientists consisting of the astute and intelligent Psychologist Dr. Norman Johnson, the critical and sarcastic mathematician Harold Adams, the excited and ever-optimistic Astrophysicist Theodore Fielding, and finally the paranoid biologist Elizabeth Halpern then proceed to do everything they can to figure out how to open the ...

The Family of Average Socio-Class Assignment Example | Topics and Well Written Essays - 1250 words

The Family of Average Socio-Class - Assignment Example He is not the only child and has one sister and two brothers.   He goes to a school within the metropolis where he neither has sufficient friends nor performs substantially in class. His colleagues cannot easily understand him; he leaves the school immediately after the children are let free and do not entertain any friendship. Brian keeps to himself, this illustrates that he is a depressed child contrary to his upbringing. The only person who interests him is Sophia. She is a humble girl, just as Brian. Two men dressed in black immediately jump out of the car that has its engine running and they gang his mother. They shove her ruthlessly into the trunk of the van; the street is full of people. Brian believes that at least anybody could have seen what had just taken place; unfortunately, no one comes for help. He is left alone and proceeds home in anticipation of telling his father what had just happened only to arrive and find no one there. After a few days, they are able to have their mother back with the help of the FBI. Brian and Sophia grow up together. Their friendship ends up being loved and people make fun of their childhood love. However, they are hardly intimidated by such talks. They end up joining the same college. Brian and Sophia planned for months about their wedding. Although they have been high school sweethearts and had been together for years, their excitement about their relationship never faded. All classmates knew that their love was genuine. Sophia’s parents were well up than those of Brian; they bought her a vehicle as a birthday present. Every morning, she would go picking the love of his life as they head to school. Weekends were their best moments; they went out for ice cream and have time to nurture their love and marriage. It seemed like a dream if not a joke, as the classmates’ gossiped saying that this was stupid of you.  

Arguments for and against the existence of god Essay

Arguments for and against the existence of god - Essay Example I would like to defend theistic point of view contrary to the line of reasoning presented through the argument from evil. Therefore, I am proving that God is omnipotent, God is all good and evil exists, all at the same time. God is omnipotent In this section, the definition of God’s omnipotent power based on theistic perspective is integrated and illustrated. God is all powerful that he is above everything, and above every name. This would also imply that God could control everything, so he could either allow things or interfere. For this reason, he created everything and because he is powerful, he could allow evil to exist to justify further his goodness and power. After all, he is powerful and there is no limit to what he can do. This would also imply that God could totally eliminate evil, but because he is omnipotent, and all knowing, we could not eliminate the possibility that he knows that it is only through the presence of evil that his goodness and power will prevail. W ithout evil, God will never exist among us, and the other way around works. For this reason, God chose not to eliminate evil. He chose to do this to justify his existence, and to be known as the one who is supreme, self-consistent, omnipotent, omniscient, righteous, benevolent being and who is distinct from and independent of, what he has created. God’s characteristics are very powerful that evil cannot subdue. These characteristics are what made God omnipotent. Outside of these characteristics are therefore implied evil. Let us illustrate further this point in order to demonstrate God is powerful over evil. Based on the definition, God is righteous and apart from this is evil. To kill is evil and so people entered into a social contract in order to protect their property and above all, life. Thus, when somebody murders, which is an evil act, the law could always be above of this malevolent act, subjecting the murderer to imprisonment and even to life sentence. So this proves that the law itself could represent the righteous act of God which is superior to murder as an act of evil. Since there is an existence of righteousness through the implementation of law for instance, then there exists God, as being righteous is his primary characteristic. However, since there could be murders or other related crimes which could be defined as unrighteousness, then evil exists, because from definition, outside God’s characteristics are evil. However, based on this illustration, God’s righteousness prevails over evil, as definitely the implementation of law is a primary manifestation that we want to ward off evil acts. We condemn murder, so in the same way we are living in the powerful principle of God. Now, at this point it is clear that we are seeing in the real world the very characteristic of God which is righteousness that could help us justify that he exists and together with evil. However, God’s supremacy over wickedness is clear as we too could not deny the fact are living under God’s principle or righteous acts, as we continue to condemn evil acts such as murder. We could therefore simply say that good should prevail over evil. By definition and understanding God’s characteristics, this would only imply God is omnipotent. God is all good Our definition of what is good or bad could become

Flatlands Questions Essay Example for Free

Flatlands Questions Essay 1) Which did you like better the movie or the book, and why? I liked the movie better. I personally did not really like the ending of the book. A. Square got to see the 3rd dimension, something no one except the council knew about. I thought there was going to be a big revelation at the end of the book, but instead he gets thrown into jail and basically forgotten. It was like nothing happened. Not even his grandson found out. 2) Provide 3 major differences between the movie and the book? In the book, all women were lines. However, the women could be squares, hexagons, or even circles. There was a monument given to Flatland that no one was allowed to be around in the movie, but there was no such thing in the book. Also, A. Square actually had people thinking and rebelling against the circles because of his trial in the movie. In the book he was locked up and forgotten. In the book, A. Square’s grandson later said that what he had said about other dimensions foolish, while in the movie, A. Square’s granddaughter went to go find out about the 3rd dimension herself and was thrown into space. 3) What outstanding questions exist from the movie? If there are the 4th, 5th, 6th, etc. dimensions, what would the new direction added be? What kind of important information has a higher authority hid from us commoners? What facts that we definitely consider true are actually false?

Environmental attitude and environmental behaviour

Environmental attitude and environmental behaviour Hypothesis In existing literature, environmental attitude is commonly understood as a cognitive judgment towards the value of environmental protection. Contrasting results have been found between environmental attitude and behaviour. While some researchers have claimed a positive correlation between environmental attitude and environmental behaviour (Kotchen and Reiling, 2000), others have concluded that the relationship is either moderate or tenuous (Davis, 1995). The contradictory results in studies of the relationship between environmental attitude and behaviour suggest that further studies are needed to confirm the relationship between environmental attitude and behaviour. Thus, based on the view in majority of the literature reviewed, our hypothesis is: H1: Eco friendly attitude positively impacts eco friendly behaviour. Though it has been debated whether awareness affects attitude or attitude affects awareness. But it is important to note that after developing an attitude, the awareness in terms of recognizing and observing different things about the topic comes into picture. This is especially valid for a country like India where these things are increasingly gaining understanding. Let us understand the impact of attitude on awareness through this simple example. A student has a class on environmental issues. To be specific, the teacher discusses an example of how pesticides enter the human body through food consumption and organic foods can help in reducing these toxic levels and lead to a healthy living. The student develops a positive attitude towards organic foods because of this knowledge. This positive attitude will lead to him subconsciously noting organic foods when in the superstore. This is what awareness is. Eco friendly attitude has an impact on the level of environmental awareness. Thus, based on the literature, our hypothesis is: H2: A positive attitude towards the environment will positively impact the level of environmental awareness. Eco friendly behaviour is defined to the consumption of products that are beneficial to the environment (Mostafa, 2007). Past studies have examined what factors affect environmental behaviour in general (Johnson et al., 2004). According to these studies, environmental awareness can be an important factor towards determining eco friendly behaviour. (Chan, 2001). Thus, based on the literature, our hypothesis is: H3: Environmental awareness positively impacts eco friendly behaviour. In this study we intend to explore the relationship between eco friendly attitude and behaviour. It has been generally seen that though environmental attitude is fairly high now, eco friendly behaviour does not show such high levels. This has been referred to as the attitude behaviour gap. (Alwitt and Pitts, 1996). Many studies have been conducted to explore this gap and what variables can be used to explain this. Environmental awareness is one of those variables. (Chan, 2001) This study explores the concept of environmental awareness as a factor that mediates the impact of attitude on behaviour. Thus, based on the literature, our hypothesis is: H4:Environmental Awareness mediates the relationship between eco friendly attitude and eco friendly behaviour. Certain literary works have evidenced that women reported significantly more participation in general environmental behaviour and specific green consumption than men (Maineri, 1997). Certain sample studies of western countries have shown that females express more positive attitudes towards the environment than males do (Tikka, 2007). Additional evidence also provides that women report stronger environmental attitudes than men across age and across 14 countries (Argentina, Canada, Columbia, Costa Rica, the Dominican Republic, Ecuador, El Salvador, Mexico, Panama, Paraguay, Peru, Spain, the United States and Venezuela) (Zelezny, 2000). A recent research conducted also claimed that female adolescent consumers scored significantly higher in environmental attitude (Lee, 2009). Equal numbers of males and females expressed a positive attitude towards organic foods according to study by (Dahm, Samonte and Shows, 2009). This finding varies somewhat from the literature, which identifies female s as being more aware and having stronger attitudes about organic foods. Thus, based on the literature, our hypothesis is: We have stated the hypothesis by breaking it into three sub-hypotheses. H5/A: The impact of eco friendly attitude on environmental awareness is more in case of Indian female consumers than their male counterparts. H5/B: The impact of environmental awareness on eco friendly behaviour is more in case of Indian female consumers than their male counterparts. H5/C: The impact of eco friendly attitude on eco friendly behaviour is more in case of Indian female consumers than their male counterparts. Research Design Methods Operationalization of Constructs and Variables The figure shows a diagrammatic representation of our research model. The definition of each of the constructs according to our interpretation is mentioned below. Eco-Friendly Attitude (EFA) Eco-friendly attitude (EFA) aims to measure the cognitive judgment of the respondent towards the value of environmental protection. It is the prerequisite to eco-friendly behavior (EFB). This is because the person should exhibit some environment friendly attitude before he takes definite steps towards improving the environment thus is considered as the independent construct in the model. Eco-Friendly Behavior (EFB) Eco-friendly behavior (EFB) measures respondents readiness to take specific actions for environmental protection. These include consumers willingness to buy organic products, products which are certified ‘environmentally-safe. High eco-friendly attitude may or may not lead to eco-friendly behavior and hence latter forms the dependent construct under study. Environmental Awareness (EA) Environmental awareness/consciousness (EA) measures the awareness level of the respondent about environment and current environmental problems. A person with high environmental awareness realizes that an effort is required, both at an individual level and organization level, to improve general environmental conditions. Gender The variable gender has been obviously taken into two categories male and female. Sample A sample of 180 students in the age group 20-30 years, doing a post graduate course in Business management or equivalent participated in a questionnaire which inquired about their attitude towards the environment, awareness and purchasing behavior regarding eco-friendly products. The sample consisted of 102 male and 78 female respondents. The questionnaire was administered through the Internet and responses were directly received. Measures The above mentioned constructs were measured by a five point Likert scale wherein respondents were asked to mark their responses from 1 (‘‘Strongly Disagree or ‘‘Not at all ) to 5 (‘‘Strong Agree or ‘‘definitely). Eco-friendly attitude (EFA): Respondents eco-friendly attitude was measured with a five-point Likert scale (1 indicates ‘‘Strongly Disagree 5 ‘‘Strong Agree) developed by Sweeney et al. (2001). The scale had 7 items. A sample item is ‘‘It is very important to raise environmental awareness among Indians. Eco-friendly behavior (EFB): Respondents eco-friendly behavior was measured with a five-point likert scale (1 indicates ‘‘Strongly Disagree 5 ‘‘Strong Agree) developed by Sweeney et al. (2001). The scale had 6 items. A sample item is ‘‘I often buy products which are labeled environmentally safe. Environmental awareness/consciousness (EA): Respondents environmental awareness was measured with a five-point Likert scale (1 indicates ‘‘Not at all 5 ‘‘definitely) developed by Vlosky et al. (1999). The scale had 5 items. A sample item is ‘‘I believe that environmental information on packaging is important. Gender was directly measured from a single question. The entire questionnaire is presented in Appendix A. Analysis We have first of all conducted a reliability test for each of the three scales. Then for the purpose of our mediation analysis we have used a four step method that was developed by Kenny et al. (1998) and Baron and Kenny (1986) for the purpose of mediation analysis. This consists of four steps. In the first step we have used Eco Friendly Attitude as the independent variable to predict the dependent variable Eco Friendly Behaviour using linear regression. In the second step we have used Eco Friendly Attitude as the independent variable and used it to regress Environmental Awareness. The third step comprises of regressing Eco Friendly Behaviour using Environmental Awareness as the predictor variable. The final step comprises of regressing Eco Friendly Behaviour using both Eco Friendly Attitude and Environmental Awareness to determine the mediating effect of Environmental Awareness. Results Reported in Table1 are the means, SD, correlations and internal consistency measure (Cronbachs ÃŽ ±). From the table we can clearly see that EA and EFB are very strongly correlated with each other. Even both of these are correlated with EFA but the extent of correlation of EFA is comparatively lower with EA and even lower with EFB hinting at a possible mediation of the EFA and EFB relation by EA. But a conclusive decision regarding the mediation can only be taken after we perform regression analysis for the same. Table 1: Means, SDs, correlations and Cronbachs ÃŽ ±. S. No. Variables Mean SD 1 2 3 Alpha (ÃŽ ±) 1 Eco Friendly Attitude 27.19 3.77 0.752 2 Environmental Awareness 19.52 3.7 0.606 0.797 3 Eco Friendly behaviour 18.89 4.47 0.457 0.738 0.847 Going forward, the regression analysis is presented in Table 2. In the first step we regress for EFB using EFA as a predictor or independent variable. The results show that the impact of EFA on EFB is significant (since p In the second step we regressed for EA using EFA as a predictor or independent variable. The results show that EFA significantly impacted EA (since p In the third step we regressed for EFB using the mediating variable EA as a predictor variable. The results again show a significant relation between the two which shows that the mediating variable here is significantly related to the criterion variable. Thus Hypothesis 3 is supported. In the final step we regressed for EFB using both EA and EFA as predictor variables to comment on mediation effect. EFA significantly affected EFB and EA as seen in step 1 and 2 but became non-significantly related to EFB in this step (p=0.795>>0.01). The same is emphasized by the fact that the significance of the impact of EA on EFB is still significant (p=0.000). Hence this shows complete mediation of the relation between EFA and EFB by EA. The mediation effect comes to 0.440 for EFA for its relationship with EFB. The Z-score using the Sobel calculator turns out to be 7.63 which is much greater than 1.96. Hence the mediation is significant at 1% level of significance (two-tailed). Hence hypothesis 4 is supported. Table 2: Regression Analysis Results for measuring the mediation effect. RÂ ² Unstandardized Î’ Standardized Î’ Significance Change in ÃŽ ² Step 1 0.209 0.542 0.457 0.000 Step 2 0.367 0.594 0.606 0.000 Step 3 0.545 0.893 0.738 0.000 Step 4 0.545 0.88 0.728 0.000 Step 4 0.545 0.02 0.017 0.795 0.44 Once the mediation analysis is completed we now move to analysis of another important part of our model which is moderation of the relationships between EFA, EA and EFB by gender. Table 3 shows the regression re-performed separately for the male and the female samples. The mediation analysis again is shown to be significant in both the cases taken separately as seen from the fact that the first three relations are significant and in the step 4, the relation between EA and EFB is still significant showing that full mediation exists. The mediation effect turns out to be 0.62 in case of females and 0.322 in case of males. The Z-score comes to 6.38 in case of females and 4.57 in case of males. This shows that the mediation is significant in both the cases. Table 3: Regression Analysis Results for measuring the mediation effect (Female/Male). RÂ ² Unstandardized ÃŽ ² Standardized Î’ Significance Change in ÃŽ ² Step 1 0.315/0.144 0.719/0.424 0.561/0.379 0.000/0.000 Step 2 0.519/0.262 0.839/0.427 0.720/0.512 0.000/0.000 Step 3 0.670/0.433 0.900/0.883 0.818/0.657 0.000/0.000 Step 4 0.671/0.435 0.947/0.844 0.861/0.628 0.000/0.000 Step 4 0.671/0.436 (-)0.076/0.064 (-)0.059/0.057 0.537/0.516 0.62/0.322 The standardized ÃŽ ² coefficient is shown for all the relationships in our model in the Figure 1 for both the male and the female set of respondents. The standardized coefficient clearly shows that for female respondents the impact of EFA on EFB is substantially higher than in the case of male respondents. The same is observed in case of the relationship between EFA and EA as well as between EA and EFB. Hence Hypothesis 5(a), 5(b) and 5(c) are supported. the Male/ Female set of respondents. Discussions and Implications The study conducted above analyzed the impact of Eco Friendly Attitude on Eco Friendly Behaviour and mediation of the relationship by Environmental Awareness in the context of the Indian youth studying in the post graduate schools of the country. Very little study, if any, has been conducted on this topic in the Indian Context so much so that only in 2009 has research started in Asia-Pacific by Kaman Lee (2009) on the same. This report provides a valuable insight into the topic for marketers as well as for future studies conducted in India. As can been seen from the analysis conducted above Eco Friendly Attitude seems to have a positive impact on Eco Friendly Behaviour which is consistent with the study conducted by Kotchen and Reiling (2000). This is very logical in the sense that people with a favourable attitude towards eco friendly products can be expected to have eco friendly behaviour even in spite of the extra price may be monetary or opportunistic that they have to pay for such behaviour. To have a better understanding of the topic we introduced Environmental Awareness as another construct and tried to find its role as a mediator. The first conclusion that came out of the same was that an Eco Friendly Attitude would imply a higher Environmental Awareness. This is in direct agreement to the study conducted by Mittal (1989). The logic behind the same is that an attitude would act as a motivation for them to learn more about these products hence increasing their awareness. The next conclusion that comes directly from the results is that Environmental Awareness leads to Eco Friendly Behaviour. This is again consistent with the study conducted by Chan (2001). This makes sense because people with more awareness about eco friendly products can be expected to have favourable purchasing behaviour towards the same. The results also establish the mediation of the relation between Eco Friendly Attitude and Eco Friendly Behaviour is being mediated by Environmental Awareness which is consistent with the studies conducted by Alwitt and Pitts (1996). This stresses on the importance of bringing about awareness about Eco Friendly Products among consumers. The conclusion that can be drawn here is that awareness about these products is more important than only an attitude towards the same. The results also show gender specific implications for each of these relationships. From the analysis for female consumers impact of attitude on behaviour seems to be higher which is in direct accordance with the study conducted by various authors like Maineri (1997) etc. mentioned in the literature review. The same is true to the other two relationships between Eco Friendly Attitude Environmental Awareness and between Environmental Awareness and Eco Friendly Behaviour. This makes sense because prominently household purchasing is done by females and hence there is a higher probability of attitude being converted to purchasing behaviour. Again females have been seen to exhibit more seriousness towards such issues as expressed in the literature review and hence the case. India is set to see a substantial increase in the market for eco friendly products. The study has great relevance for Indian marketers because this study emphasizes on the fact that awareness plays a key role in behaviour. This is a positive boost to the importance of environment awareness campaigns in bringing about eco friendly behaviour. This justifies the use of such campaigns in the drive for to create a host of environment friendly consumers. The fact that the impact of such awareness on behaviour is more in case of female consumers hints to the marketers about the possible benefit of targeting that segment of the consumers. The obvious conclusion from the above research is that the benefit from conversion of awareness and attitude to behaviour would be more in case of female consumers and marketing campaigns should be made to influence this particular market segment. Limitations, Scope for Future Research and Conclusion Firstly the primary data collection was done among a restricted age group (20-30 years) and hence the same cannot be generalized for all the other age groups. Similar studies need to be conducted among other age groups as well. Secondly the same is valid for the educational background. As for the purpose of this study we had only approached students from B-Schools or other equivalent post graduate schools. Hence this result cannot be generalized for other sections of the society. Thirdly there might be an influence of cultural behaviour on survey results as the same is restricted to Indian cities. Hence for generalizability of the results, future studies should take into account the cultural influence on different variables. Fourthly The media used for the dissemination of the questionnaire in our case is internet because of the scarcity of time. Hence this might have restricted a few of the respondents from our target group. A parallel on-paper questionnaire could have provided a more comprehensive sample from the target group. But for the restricted category of people from which our sample was taken and which forms a substantial market for eco friendly products the results hold true. Thus for this section Eco Friendly Attitude positively impacts Eco Friendly Behaviour and the same is moderated by Environmental Awareness. The impacts are much higher in female consumers compared to male consumers. Hence female consumers should ideally be the target of marketers to eco friendly products who try to drive in awareness about eco friendly products to people having positive attitude towards the same.

Fellowship Of Ring Book

In his novel, Tolkien uses the conflict between characters and nature to each society that the consequences Of disrupting nature are immediate and devastating. The meaning of nature in this context is not referring to the orientation of a certain thing, but instead it is referring to the natural world. In Toolkit's novel, the natural world can be symbolized the realm of his fictional Middle Earth. The hobbies run into several conflicts with nature on their journey through Middle Earth.For example, as they are preparing to go into the Old Forest, Merry Brandenburg tells the other hobbies about the Bonfire glade saying, â€Å"The hobbies came and cut down hundreds of trees, and made a retreat bonfire in the Forest, and burned all the ground in a long strip east of the Hedge. † (Tolkien 1 57) In the story, the Old Forest is not viewed as a forest today would be viewed. The Forest that the hobbies travel through is actually alive and has a personality and feelings. Therefore, the bonfire made by the people of Backhand can be seen as a terrible act of genocide in the context of the story.This act of cruelty is the foundation for the Forest's hate against Frond, Sam, Pippin, and Merry. Furthermore, the manifestation of the revenge of the Forest can be seen when Old Man Willow, a willow tree in the Forest, swallows Merry and Pippin. By putting a tree that can seek revenge and swallow people whole into his story, Tolkien highlights the importance of the immediate consequences of society's abuse of nature. Later, Sam and Frond try to think of how to get Merry out, and Sam says, â€Å"If it don't let them go, I'll have it down if I have to gnaw at it. (Tolkien 1 66) The aggression shown by the tree is only followed by more aggression from Sam. Tolkien wants us to end this constant cycle of aggression. Merry warns Sam from inside the tree that, if they hurt Old Man Willow any more, the tree will split him in two. If Sam does not stop his aggression, there will be deadly consequences for Merry Brandenburg. Here, Tolkien reveals to us the devastating and deadly consequences of society's aggression towards nature. Today, one of the biggest consequences of society's abuse of nature is global warming.By not being environmentally aware of the consequences of our actions, we have caused a situation that could potentially be catastrophic. By using these conflicts of character versus nature, Tolkien teaches today's society that it needs to recognize these immediate and deadly consequences and stop the hectically show of aggression it has towards nature. In addition to the conflict of person versus nature, Tolkien uses the conflict between a character and his fate to show that people should choose their own fate and make their own destiny.It is easy to see in the novel how some characters are enunciating of their fate, while others are not only accept their fate, but freely choose it. For example, when Frond first finds out from Gangland how important the ring is, he is much less than accepting of the task that is ahead of him. Frond whines, â€Å"Gangland, what am to do? For now am really afraid. What am to do? What a pity that Bilbo did not stab that vile creature [Googol], when he had a chance! † (Tolkien 92) Gangland scolds Frond for wishing death upon someone so unreasonably.Frond realizes he was at fault and eventually does accept his task of carrying the ring because he has to. However, it seems that if he had to choice, he would not want the responsibility of the ring. On the contrary, Sam is completely willing to accept his fate. After Sam sees the elves that he has been so curious about, Frond gives him the choice to continue following him On the journey or to go back to the shire. Sam replies, â€Å"l don't know how to say it, but I seem to see ahead, in a kind of way. Now we are going to take a very long road, into darkness, but know can't turn back. I don't rightly know what I want: but I have something to d o before the end, and it lies ahead, not in the shire. † (Tolkien 127) Sam does not know what his fate is. All he knows is that he needs to follow it. After Cam's encounter with the elves and the decision to follow his fate, he grows in maturity and takes on more responsibility. Tolkien wants people today to be like Sam, and accept what they have to do and be active in choosing their own Sistine, even though it may not be in their interest.Most importantly, Tolkien uses the conflict between the character and himself to show that people should fight for something that is greater than themselves. In this story, Tolkien stresses that friends should fight for one another. The hobbies are not very brave creatures, but Frond and his fellowship would do anything for each other. For example, Frond thinks about leaving his friends behind and escaping the barrow-Wight but, â€Å"the courage that had awakened in him was now too strong: he could not leave his friends so easily. Tolkien 1 95) He stays and fights for his friends by drawing out his dagger and cutting off the hand of the crawling arm that was about to lop off the heads of his unconscious friends. This was a selfless act by Frond, and it took an enormous amount of courage on his part to not run away. Today people are very selfish and greedy. People obsess over themselves so much that they rarely consider others when making decisions, even if they are considered friends. Through the internal conflict of Frond, Tolkien is teaches people that they should act with the same kind Of selflessness that Frond did.

The Relation Between the Customer Behavior and Shopping Centre

Title The relation between the customer behavior and shopping centre promotion Author(s) RISHI The relation between the customer behaviour and shopping centre promotion Citation Issue Date 22/3/2012 URL Rights 2002 http://hdl. handle. net/10722/28778 The author retains all proprietary rights, (such as patent rights) and the right to use in future works. The Relation between the Customer Behaviour and Shopping Centre Promotion: A Case Study of Whampoa Garden TSE Chun Wai DISSERTATION Submitted in partial fulfillment of the requirements for the degree of Master of Housing Management The University of Hong KongDecember 2002 DECLARATION i declare that this dissertation, entitled The relationship between the customer behaviours and shopping centre promotion: A case study of Whampoa Garden, represents my own work, except where due acknowledgement is made, and that it has not been previously included in a thesis, dissertation or report submitted to this University or other institution for a degree, diploma or other qualification. un Wai Acknowledgement This paper intends to show the relationship between the customer behaviors and shopping centre promotion, to understand the problem of the shopping entre by studying the customer behaviors and examining the shopping promotion strategies. Firstly the author sincerely thanks Mr. Bonny Chiu who has worked ? n Whampoa Garden ? n the property management department, for his assistance ? n providing information about the details of Whampoa Garden and promotion strategies. Secondly, thanks must be expressed to Ms. Candy Lam and Ms. Jessica Wong; classmates of Master of Housing Management have given valuable information regarding the shopping centre under their management. Thirdly, the author must also thank Ms.June Yau and Mona So for helping with word processing and production of the final typescript and proofreading. Finally, the author wants to thank Dr. Eddie Hui, the supervisor of this dissertation, for his valuable guidan ce and support in the research of this paper. THE UNIVERSITY OF HONG KONG i. I Il W ir . J Thesis Collection Deposited by the Author Contents Acknowledgement Abstract 1. Introduction ti Am and objectives p. 1 1. 2 Methodologies 1. 3 Researchmethod I . 4 Implication of the study 1. 5 Sourceofdata 2. p. 2 p. 3 p. 3 p. 4 P. 4 Customer behavior and shopping centre p. 5 2. 1 The definition fcustomerbehaviour Dynamic customer behaviour Interaction Exchanges 2. 2 Why people go shopping 2. 3 Factors affecting shopping behaviours and motivations 2. 4 Changingofshoppinghabit 2. 5 Goal and characteristic of customer 2. 6 Conceptual models and customer characteristics 2. 1. 1 2. 1. 2 2. 1. 3 2. 6. 1 2. 6. 2 2. 6. 3 2. 6. 4 Huff1s topological model (1960) Timmermans' conceptual model (1982) Sheth's integrative theory 2. 6. 3. 1 Choicecalculus 2. 6. 3. 2 ShoppIng motives 2. 6. 3. 3 Shopping option Lindquist(1974-1975) 3. What is a â€Å"shopping centre†? 3. 1 The principle of a shopping ce ntreIdentification the positioning, role and function of a shopping 3. 1 1 centre 3. 1. 2 Location ata shopping centre 3. 1. 3 Catchmeritarea 3. 1. 4 Accessibility and interlink 3. 1. 5 TenantMix 3. 1. 6 Decoration Shopfront 3. 1. 7 Entrances 3. 1. 8 3. 1. 9 Finishes 3. 1. 10 Signagesystem 3. 1. 11 Marketing 3. 1. 12 Management 3. 1. 13 Promotion . 3. 2 Typeofshoppingcentre 3. 2. 1 3. 2. 2 The neighborhood centre The community shopping centre p. 5 p. 6 p. 6 p. 6 p. 7 p. 8 p. 10 pli p. 11 p12 p. 12 p. 12 p. 13 p. 13 p. 14 p. 14 p. 17 p. 18 p. 18 p. 19 p. 19 p. 19 p. 20 p. 20 p. 21 p. 21 p. 22 p. 22 p. 23 p. 3 p. 23 p. 24 p. 25 p. 26 32. 3 The regonaI shopping centre 3. 2. 4 Specialty shopping centre 3. 3 The development of shopping centre 3. 4 Dev&opment of shopping centres in Hong Kong 3. 4. 1 Firstphase 3. 4. 2 Second phase 3. 4. 3 Third phase 4. CasestudyofwhampoaGarden 4. 1 background information and characteristic of Whampoa Garden 4. 1. 1 Development 4. 1. 2 Accessibility 4. 1. 3 Catchrnentarea and interlink 4. 1. 4 Conceptofnewtown 4. 1. 5 Theme Concept 4. 1. 6 Varietyofshop 4. 1. 7 Continuous refurbishment 4. 1. 8 Shoppingmanagement 4. 1. 9 Cleaning 4. 1. 10 Security 4. 1. 11 Air-conditioning 4. 1. 2 Maintenance & repair 4. 2 Findings Irnageattributes 4. 2. 1 4. 2. 1. 1 Recreational experience 4. 2. 1. 2 Userfriendly 4. 2. 1. 3 Stores 4. 2. 1. 4 Qualityofstores 4. 2. 1. 5 Easeofusebycarandbus 4. 2. 2 Shoppers characteristics 4. 2. 2. 1 Gender 4. 2. 2. 2 Shopping accompanied 4. 2. 2. 3 Travel model 4. 2. 2. 4 Occupation 4. 2. 2. 5 Monthly income 4. 2. 2. 6 Frequency of visits 4. 2. 2. 7 Presence of undesirable characters 5. Problems ofWhampoa Garden p. 32 p. 32 p. 32 p. 32 p. 34 p. 34 p. 34 P. 37 p. 38 p. 38 p. 39 p. 39 P. 40 p. 40 P. 41 p. 41 p. 41 p. 41 p. 4. 2 p. 43 p. 43 p. 43 p. 44 p. 44 p. 45 . 45 p. 45 p. 46 p. 47 Inadequate parking facilities Uncovered footpaths/insufficient interlinks Unsuccessful theme concept p. 48 p. 48 p. 48 p. 49 p. 50 Lack ofanchorteriants p. 51 Recession of retailing industry p. 52 5. 1 Lack of mass transportation network 5. 2 5. 3 5. 4 5. 5 5. 6 p. 27 p. 27 p. 28 p. 29 p. 30 p. 30 p. 30 6. Recommendations and shopping centres in the future 6. 1 Understandshopper'sneed 6. 2 HK$10 Plaza discountoutlets 6. 3 Transportation p. 54. p. 54 p. 54 p. 55 6. 4 Parking spaces arid footpath 6. 5 Marketing strategies 6. 6 Signage 61 Development of theme concept 6. 8 Promotion . 8. 1 Advertising 6. 8. 2 Personal selling 6. 83 Sales promotion 6. 8. 4 Publicity p. 56 p57 p. 57 p. 58 p. 58 p. 59 p. 59 p. 59 p. 59 7. Conclusion p. 61 Questionnaires p. 63 Summary results of questionnaire for customers p. 68 Bibliography p. 73 Abstract In Hong Kong, the accessibility and transportation network of newly constructed site is highly important. The transport links, especially by means of Mass Transit Railway and Kowloon-Canton Railway, are vital to the retailers, as these would increase footfall, which can bring thetn more p otential customers. However, it is all for the shoppers?Where will they go and why will they shop? Customers' shopping habits and preference has changed over years. Most importantly, it has gone along with the development and construction of shopping centre. Now instead of shopping in the sheet, shopping in huge department stores is a new trend. This paper aims at assessing the factors in attributing to the shoppers' decision by starting with a brief description of customer's behavioural models and the development of shopping centre in Hong Kong. Determining elements include convenience, pleasant and entertainment environment, tenant mix, leisure facilities and catchment, etc.Whampoa Garden is selected as the case study Overall, the findings shows active, well planned, coordinated and periodical promotion should be operated throughout the year. Besides promotion, the infrastructure of shopping centres also plays a vital role in deciding the retail pattern and the tenant mix. Therefo re, active promotion activities and continual development of shopping centres should be used as the strategy to meet the ever-changing demand and improve the image of the centre for their specified clientele. 1. Inlroduction Shopping centres are vital to our economy.Different planning of shopping centres causes different sizes and arrangements. However, all these planning would bear two purposes in mind – to provide an optimum retailing environment for the tenants and to meet the needs of customers. In recent decades, shopping centres are becoming increasingly important for the services they provide to individual consumers and many ways in which they benefit the communities in which they are located. Developers should want to know how and why people shop in their shopping centres, but others just have a fare dodging and walking in the centre.From a commercial standpoint, it may distinguish consumer behaviour from other activities. This is the point for the shopping centre bec ause profits are generated when consumers select the shopping centre rather than another. Consumers are more interested in the facilities provided by the shopping centres, so that they could spend their time arid money in there. The improvement of living standard in Hong Kong has to lead the transformation of shopping behaviour of the residents. Formerly, markets were just places where people gather together for retail activities.Nowadays, shopping centres have become multifunctional, and it is an enclosed area not only for shopping, but also for entertainment and amusement. A successful shopping centre must have the right location, (easy to access) good management; effective marketing strategy arid the right tenant mix for the demographic profile of the population it serves. However, the attraction of the shopping centre will slip downwards or fade away with the passage of time: demographic changes, competition arising from the other new shopping centres, etc. All these pose as gre at challenge for the status of an existing shopping centre.Therefore, strategies are required for rejuvenation. The aim far promoting shopping centres is to improve their overall commercial potentials and auxiliary facilities. In addition, the shoppers' behaviors and characteristics, (preference, the choices ofthe retails shops, etc. ) as well as location of the shopping centre also have to consider. Furthermore, the competition from new shopping centres compels existing shopping centres to seek for the best ways and strategies to revive the business of a shopping centre. 1. 1 Aim and Objectives The aims of this study are to investigate and evaluate strategies for the shopping entre promotion in upgrading the value of a shopping centre. Factors such as marketing stand point, competition from other competitors, demographic of the surrounding areas, social and economic situation will be considered. In addition, this paper will study the consumer behaviour and characteristics, such as place of residence, mode oftransportation, frequency ofvisit and consumer images. The objectives ofthis study are as follows: I. I . i To conduct a literature review on the characteristics and the development 2 of shopping centre through a case study on â€Å"Whampoa Garden Shopping Centre† located at Hung Horn; . i . 2 To study the behaviour of the customers; i . 1. 3 To identify the decision problems and preferences ofthe customers; i . i . 4 To analyze the store image from the view ofthe customers; 1. 1. 5 To study why shopping centres require promotion strategies? and; i . 1 . 6 To examine the shopping centre promotion strategies; 12 Methodologies in the theoretical framework, reference has been made to relevant books, magazines, newspaper, annual reports, journals as well as data from census and government statistics. In addition, marketing, promotion and management of shopping centres will also be included.In order to obtain an understanding of the relationship between the customer behaviours and shopping centre promotion, this essay will examine two broad measures. The frequency of visit, purpose, accessibility, facilities, image and overall impression of the shopping centre would be identified. Moreover, the age group, sex, place of living, working condition, income and household size of the customers will be studied. In order to examine the taxonomies adopted by previous researchers of consumer (spatial) shopping behaviour such as Shepherd and Thomas, (1980); Spiggle and Sewell, (1987).The models such as Huffs topological model; Timmerman's conceptual model; Sheth's integrative theory and Lindquist will be reviewed. Those theories are focused on the perception of the shoppers relating to the shopping centre's image. Through the above methods, developers can select the right tenants and promotion strategies to generate income and promote the shopping centre image. On the other hand, a successful shopping centre can through the information such a s age, income group and the customers' behaviour, can decide the trade of business and formulate promotion strategies to attract customers to visit. 1. 4 Implication ofihe StudyThe study will find out the behaviours of customers, and the relationships among the tenants, developers and the customers. In addition, the shopping centre promotion will also influence the investment atmosphere and affect the income of the developers. The above study can be a reference for other aging shopping centres in carrying out revival programme. LS Source of Data This study is hard to get secondary data for the shopping condition since relevant parties are reluctant to provide their business strategies. Surveys would be carried out with the tenants and customers of the shopping centre in order to obtain the 4 first hand-data.On the other hand. , through interviews with the management staff and office staff, more information and data can also be obtained. Surveys and questionnaires will be conducted t o obtain the primary data. The questionnaire is printed in Chinese since the majority of' Hong Kong's population is Chinese. It contains questions about customer behaviour, personal particu1ar and the image of a shopping centre. 5 2. Customer Behaviour and Shopping Centre Customers spend their time in purchasing goods and services, at the appropriate places where they will visit. In addition, they also like to spend their leisure time for their aily activities such as entertainment, gathering arid shopping. Shopping centres provide them a place to meet these needs. What kind of shopping centre would be suitable for them; what kind of function and facilities should the centres have; what kind of market strategies and what kind of promotion can induce more customers to visit the centre. I [J1J1IIff According to Arnould, Price and Zinkham (2002), customer behaviours define as individuals or groups acquiring, using, and disposing of products, services, ideas, or experiences. Consumer be haviour also includes the acquisition and use of information.Therefore, communicating with consumers and receiving feedback from them is a crucial part of consumer behaviour of interest to marketers. Consumers may consist of individuals or groups including families, clubs and organizations, purchasing units within corporations, and government departments. Consumer behaviour is the study of human responses to products, services, arid the marketing of products and services. This topic is of considerable importance to marketing managers and marketing researchers because the focus on the consumers is the key contribution of marketing to business practice.Other business function (e. g. , finance, accounting and production) either neglect the consumer or overlook the consumer entirely. Organizations that lose sight of their consumers cannot compete effectively against firms that stay close to their consumers. Managers who really understand their customers develop better products and servi ces, promote their products and services more effectively, and adopt marketing plans and strategies that foster sustainable competitive advantages for their products and services. Furthermore, managers who know their consumers cari reach and satisfy them more efficiently.Such managers are important assets to any organization and are rewarded accordingly (Kardes 2002). The American Marketing Association defines consumer behaviour as â€Å"the dynamic interaction of affect and cognition, behaviour, arid environmental events by which human beings conduct the exchange aspects of their lives. † There are at least three important ideas that pointed out in this definition: (1) consumer behaviour is dynamic; (2) it involves interactions between effect and cognitions, behaviours, and environmental events; and (3) it involves exchanges. The following implications are put forward. 2. 1. 1 namicCnsumer Behaviour Consumer behaviour is dynamic and means individual consumers, consumers grou ps, and society at ‘arge are constantly changing and evolving across time. 2. 1. 2 Interaction It means that to understand consumers and develop superior marketing strategies, we must understand what they think (cognitions) and feel (effect), what they do (behaviour, and the things and places (environmental) that influence and are 7 influenced by what consumers think, feel, and do. 2. 1. 3 Exchanges These make the definition of consumer behaviour consistent with current definitions of marketing that also emphasize exchange.In fact, the role of marketing is to create exchanges with consumers by formulating and implementing marketing strategies (Peter and Olson, i 993). 2. 2 Why People GoShopping Why do people do the things they do? More specifically, why do they buy and consume the products, services, experiences, and brands they do? People always mention that when they are feeling low or want to reward themselves by shopping, and shopping can be interpreted as a pleasure or a self-gift. The role of shopping and purchasing has taken on dramatic new meaning and trend to be a recreational shopping.The modem, self-enclosed shopping centre in all its variant forms has become a site to which consumers make frequent visits to satisfy a wide variety of needs including those aesthetic enjoyment, problem solving, and personal display. These trends lead the emergence of the largest shopping centre such as Disney World, Universal Studios, and the like. Such shopping centres provide retail environments combine in shopping and entertainment. Going shopping is a major source of relaxation as well as a household chore. [:1 When people realize that a good store exposed the greatest portion of its goods to he greatest number of its shoppers for the longest period of time, which put its merchandise in the path and the field of vision in a way that invites people for consideration. We're all aware of how shopping means different things to different people at different times . We use shopping as therapy, reward, bribery, pastime, as an excuse to get out of the house, as a way to troll for potentia' loved ones, as entertainment, as a forni of education or even workshop, as a way to kill time. There are compulsive shoppers doing serious damage to their bank accounts and credit ratings, who use shopping as a cry for help (Underhil, i 999, p. 5-96). People going to shopping centres as all new modem shopping centres provide leisure spaces and varies facilities such as mini cinema, indoor family games stores and funfafr style shops. In addition, the enclosed environment, controlled climate, patrol of centre's security guards and the promotion events give customers a feeling of warmth, safety, comfort and satisfaction. In addition, people going shopping can be broadly divided into three categories, they visit the supermarket to buy household chores; occasional visits the regional shopping centre to buy fashion goods, elecirical app1iances and recently shopping centre as place for people gathering together and enjoy of fun. As Beddington stated in i 99 1 that shopping is a primary human activity in which almost every individual in civilized society Building and services for takes part, inevitably almost daily. shopping are as closely related to housing as those for education, health, administration and entertainment. Bund1in of products, product components, and services is an important consideration for manufacturers, retailers, and service providers bringing their goods and services to market. Bundling typically takes one or two forms: pure or mixed (Adams and Yellen, i 976).There are four factors that affecting customers' intention to buy product and service. (1) whether the product and service are pure and mixed; (2) the price discounts of a pure goods and service in comparison to the sum of the component of mixed; (3) the functional relationship among the components and (4) number of components. As more and more shopping centres estab lished with the development of property market, it is undeniable that the competition becomes more intense. Also as the economy recession of Hong Kong has not yet fully recovered, customers cautiously evaluate the goods and services when they use their savings, and he anchor product and service that they can obtain as they are become extra pricesensitive. On the other hand,, Shenzhen, a city in mainland China just about one hour from Hong Kong by train, offers attractive entertainment facilities and low- priced retail goods in various shopping complex. To a certain extent, it actually draws much Hong Kong customers away from Hong Kong' s more expensive stores and restaurants. In general, most retail shops inside shopping centres use lo price as its competitive tool to combat competition. It is not difficult to find that shopping malls range from metropolitan to eighborhood emphasize the concept of â€Å"Discount†, † Mega Sale† it is especially obvious in some fest ivals which usually highlight the provision of ‘crazy sa1e during festival. As a result, the provision of discount become a general practice to marketers and become a norm to shoppers. Without the benefit of discount, customers are more Likely to delay their consumption or shift to others stores with the provision of discount. Thus, it is not a long-term measure to combat competition. Ji}! iIU1iIk') tii flhlTi In the past, daily products such as provisions, wet foods are gathered in market; atching movie, shopping, entertainment, games and shopping are located in different places, performed at different times for specific people. Recently, the new modem shopping centres are characterised by new spatial form including leisure and consumption activities at the same place for different people. Centres are all modem and well-managed, together with special layout to attract tenants and customers. Many centres adopt the policy of encouraging independent and specialist outlets to pro vide more choices and lower price for the customers.The concept of tenant mix is widely used is shopping management, it provides a one-stop services for the customers, so that customers can obtain their needs in one trip. In addition, the centre is also provided security patrol system, cleaning 11 service, temperature controlled and the promotion events, customers can enjoy their life here in the enclosed environment, make them feel warmth, comfort, safety and satisfaction. Furthermore, people are looked busier; they would like to save their shopping time and use for entertainment and pursuit of personal interest and other leisure time activities.Nowadays, people are more enjoy the largest one-shop shopping centres, which providing them convenient and efficient shopping. In order to attract more customers visiting the shopping centre, shopping centre not only providing convenient and efficient shopping for customers, it also develop as a place for leisure activities and create parti cular themes to upgrade their ability to competition. Recently, there has been a trend for developer to provide mini cinemas, indoor family games stores, funfair style shops and food courts inside the shopping centre. Therefore, customers regard as part of their life or entertainment and enjoyment of their leisure time, this lead to increasing the pedestrian flow. In order to attract more pedestrian flow, developer recognized that some of the customers are only spent their leisure time in the centre without any purchasing. However, the large of pedestrian flow will induce investors and tenants to invest in the shopping centres, in which with recreational, entertainment and extra facilities. Finally, shoppers like to visit shopping centre when shopping promotion is held. As lifestyle of Hong Kong people is so excited, more and more shoppers strive for he feeling of relaxation during their weekends or holidays with families and 12 friends. They usually prefer to spend a day at shoppin g centre, which can provide one-stop services. 2. 5 Goal and Characteristic of CuMomer Women shop not out of devotional love for family members, and their shopping behaviours is an investment in their families and relationships with family members. Purchasers are rationalized not in terms of what was spent, but in terms of savings and thrift. The savings and thrift generated through shopping then constitute funds that can be given to dependents and descendents (Price, Arnould, Zirikhan, 2002). 6 Conceptual Mxle1s and Customer Characteristics In the following, the major ideas from and models derived by Huff, Timmerman, Sheth, Lindquist and Wee be briefly discussed. 2. 6. 1 Huff's Topological Model (1960) It attempts to derive simple deductive models of consumer spatial behaviour and cognition, Potter (1982) considers that one ofthe landmarks was the graph theoretical or topological model of consumers space preferences developed by Huff(1960) (McGoldrick, Peter J, and Thompson, Mark G . (1992, p. 46)).According to Huff, consumer spatial behaviour was determined by the interaction of three systems; the value, behaviour-space perception and movement imagery. These refer to (i) the geographical location of the consumer of the consumer and his/her personal traits; (ii) the perceived characteristics of the retail outlet; and (iii) the perceive and objective features 13 of the transport network and the mode of travel. 2. 6. 2 Timmermans' ConceptiialModel (1982) The model suggests that the decision problem such as the type of goods to be bought, together with the consumers value system, information levels, etc. , efines a set of decision criteria for the consumer which conditions the perception of the objective physical environment containing all potential outlets (McGoldrick, Peter J, and Thompson, Mark G. (1992, p. 47)). The decision making process makes this model involves an evaluation of each destination, base on the rating to evaluate attributes and Timmerman assu mes that consumer will chose their the destination with the highest scale value. In addition, he further points out that familiarity with the various shopping opportunities and whether they are within reasonable travel time are two important factors in this respect. . 6. 3 Sheth's integrative theory Sheth formulates a theory of shopping behaviour and a theory of shopping preference. A theory of shopping behaviour includes four types of unexpected events can intervene between preference and behaviour, such as events occur between the time and place when shopping preference and intentions are established and when actual shopping behaviour takes place (McGoldrick, Peter J and Thompson, Mark G. (1992, p. 47)). Sheth further postulated three basic constructions interact to determine a shopper' s preference or shopping predisposition. 14 2. 6. 3. Choice calculus Sheth used three systems such as sequential, dominant and tradeoff as the first construct by which consumers may match their sho pping motives with their shopping operation. In which sequential calculus eliminated shopping options that do not satisfy this motive until all shopping motives have been utilized. Tradeoff calculus involves the evaluation of each shopping option on aU shopping motives simulianeously to obtain an overall acceptability score. Finally, dominant calculus evaluates each shopping option only on the most impor. ant shopping motive. 2. 6. 3. 2 SlmppingmotivesShopping motives refer to shopper's needs and wants related to the choice that shoppers looking for. In 1983, Sheth provided a distinction between functional needs and non-functional needs; functional need is the shoppers need for the low prices or some products such as food, and non-functional need is the shoppers want to shop just for relieve boredom or some products such as clothes. In addition, Sheth mentioned that personal values, social values and epistemic values influence shopper's shopping motives. He further mentioned that sp ecial products also can influence shopper' s motives. 2. 6. 3. Shopping option According to Sheth, shopping options are determined by three market factors such as location, retail structure and positing/image. 15 2. 6. 4 Lindguist (1974-1975) Store image attributes groupings (McGoldrick, Peter J, and Thompson, Mark G. (1992, p. 59)). In this mode1 it describes nine store image attributes, which contributes to image formation or to favourable/unfavourable consumer attitudes towards outlets of various types. 2. 7 Shopping Centre Image Attributes AccordIng to Wee (1986) a basket of 27 attributes was worked out though an examination of coefficient alpha values.It was thought to adequately represent the domain of shopping centre image. By grouping the 27 attributes into different categories, 8 major factors of the customers towards store image are come out for ease analysis. Detail ofthe factor analysis is as follows:- Factor 1: Recreational Experience According to Wee, this factor accou nts for 3 1 . 2% of the variance and incorporates most of the â€Å"activity oriented†. These are, in descending order of leadings, a place to spend time, an â€Å"in place† to go, a place to go when the weather is bad, a place to take children and a place to eat or drink. Two feature related variables, ecor and spaciousness, also lead significantly and are consistent with this interpretation. Factor 2: JJr Friendliness This label was chosen to describe the group of variables loading with factor 2. Most of these attributes are features, which make the centre an easier and more 16 pleasant place to use. These attributes that are unique to this factor are the helpfulness of store staff, friendliness of the atmosphere, standard of security, toilet facilIties, seating area and air condoning. The two other attributes, place to eat or drink and a place to take children, load higher with factor i.Factor3: Stores It comprises the four attributes relating to stores at the cente r, rather than the centre itself. These rated the choice of major stores, the variety of stores, the product selection available within the stores and the general quality ofthe stores. Factor 4: Quality of Environment It combines the four attributes relating to the appearance and design of the centre, namely, cleanliness, lighting, spaciousness and decor. Factor 5: Ease ofUse by Car It represents the level of accessibility to car users, who tend to be in the majority at this centre. t is possibly surprising that layout loaded within this factor, rather than factor 2 or 4. This could suggest that the layout of at very large centre is associated more strongly with accessibility than with the internal feature of the centre. Factor6: Others Factor 6 was labeled â€Å"crowding† incorporating the level of crowds and the number of undesirable characters. Factor 7, labeled â€Å"ease of use by bus† combines the opening hours and access by bus; this provides a reminder that ope ning hours are, 17 in effect one element of accessibility. Only on attribute loads significantly ithin factor 8, the general leveL of prices. In this essay, survey will be conducted by using some attributes, which are mentioned above, for the analysis of the consumer behaviour of Whampoa. 18 3. What is a â€Å"SltoppingCentre†? The use of the world â€Å"mall† to describe a pedestrianised shopping street almost certainly originated in North America in ari effort to convey a greater sense of space, quality and elegance than is normally associated with an arcade. Malls are usually covered and wide enough to provide a central area for planting, seating, fountains and other furniture.Although shops fronting an arcade are usually smaller than those in a shopping mall, the basic difference between a mall and an arcade lies not in the types of shops found in them but in the volume of space between the frontages (Northen and Flaskoll 1977). The shopping centre is distinct from other forms of commercial retail development. It is a specialized, commercial land use and building type, which today is found throughout the world but until the late 1 970s thrived primarily in America suburbia, occurring only rarely in downtowns or rural areas. Over the years, it has been ransformed from a suburban concept to one with much broader and varies applications (Shopping Centre Development Handbook). According to Urban Land Institutes (1990), shopping centre is defined as â€Å"A group of commercial establishments, planned, developed, owned, arid managed as a unit related in location, size and type of shops to the trade area it serves; it provides on-site parking in definite relationship to the types and sizes ofthe store (James (1993, p. 3)). Recently, Urban Land Institutes has redefmed this definition so that a shopping centre must have a minimum of three commercial establishments, and, in the case of urban 9 shopping centres, their on-site parking needs may be relat ed not only to the types and sizes of the stores but also to the availability of of-site parkings and alternate means of access (Shopping Centre Development Handbook). However, it is not easy to derive a universally accepted definition of shopping centre because of several reasons. Shopping centres range in size from a very few shops to those with hundred number of shops, offering a full range of shopping provisions including large department stores, restaurants, supermarkets, entertainment facilities and parking spaces as well. 3. 1 The Principle ola ShopphigCentreThe successful of a shopping centre depends on many factors such as design and layout, its locatIon, its catehment areas, the way the business is run by the shop traders and whether there is any competition within the vicinity. ! Before constructing of the shopping centre, developer should understand the position of the centre in order to avoid competition with other centres The centre will depend on the size and the popu lation to classify as community shopping centre or regional shopping centre. Also it will depend on the location that the transport can be reached together with visiting carparks.Then, developers should identify the role and function, and choose the most 20 suitable theme and target groups of retailers and shoppers. For any type of shopping centre will play different role and provide different goods and services to the specified catchment population. A good shopping centre requires to strength its image by special features and good facilities. 3. 1. 2 Locationnfa Shopping Centre Location is one of the paramount important elements for a shopping centre, accessibility and visibility should be taken into account. The best location for a shopping centre should e located at strategic location in well-developed district such as area close to railway stations or any transport interchanges. Retailers will decide to run their business as high visibility and easy accessibility of a shopping c entre will increase the pedestrian flow; also shoppers from other districts will be attracted to this centre. 3. 1. 3 Catchment Area To defme the catchment area is one of the major factors affecting the success of a shopping centre, developer should understand the needs of customers, and tailor-made the design and different type of shopping centre will have different criteria for catchment area. . 1. 4 Accessibility and Interlink The key to a successnul shopping centre plan is to attracted more pedestrians as they are potential shoppers. The greater the concentration, the better the shops will be run their business. The City Plaza at Taikoo Shing and New Town Plaza in Shatin, pedestrians have passed through the shopping centre; 2! the provision of covered footbridge linking to all shopping centres is an example of diverting the pedestrian flow. The more time the shoppers stayed in the shopping centre, the more chance they spend.The trades of the retailers must make special arrangeme nt, so that shoppers visit all parts of the shopping centre will not feel tired and lose their interest. 3. 1. 5 Ten ant Mix Selection of well-known brand names and anchor tenants is critical to strengthen the centre and appeal to others as pulling effect may be result by such tenant. It can also attract shoppers to visit all parts of the centre and maximize the attraction ofprospective customers. However, the routing of centre should be well designed and balanced for all retailers.The success of a shopping centre may rely on proper designation of trades in its appropriate locations to create pedestrian flow to induce shoppers. In addition, a trade balance is also good for a shopping centre. Apart from catering the local needs, anchor tenants may attract more shoppers. Major tenants such as department stores, supermarkets, large Chinese and Western restaurants, chain stores and entertainment facilities such as iceskate field and cinemas. Beside the desigiated trades, some criterion for different trades should be considered. a) licensing requirements such as food premises require the provision of drainage, extra water supply and exhaust arrangement; (b) eleclricity supply for fast food shop and large consumption of electricity imdes; 22 (e) air conditioning for some trades require addition cold water and (d) floor loading will be considered for some trades that require installing heavy machines. 3. 1. 6 DecoratiGn hi order to attract tenants running their business in the shopping centre, the decorations should be glamour and attractive to induce potential and anchor raders. The layout of the shopping centre is a key factor in patronage and increasing the business promising. In addition, it is also ensured that customers could be convenient and easy to follow the route; the signages are easily to identify, so that to attract them from one end to the others, and from the first floor to the second, third and up to the fourth floor, etc. Furthermore, any dead-end t o be avoided, and harmony standard in design and layout of the shopping centre should be included the design of the shopfront entrances and finishes. . 1. 7 Sliopfront Standard glass panels are installed in the front of each shop, which enable tenants to display their products or demonstrate the services to be provided in order to attract customers. To maintain a continuity and uniformity of the shopfront, all tenants are requested to make use of the metal facade above the glass panels to place their trade name and logo. 3. 1. 8 Entrances The entrances for a shopping centre must be as attractive as possible; locations 23 must be at a concentration of pedestrian flow.In addition, a successful shopping centre should provide enough customers flow especially in peak hour and season, and each entrance should be conspicuous and brig1t enough to draw attention of the pedestrians arid passers-by. It also is as wide or grand a possible so as to produce an elegant or classic image in order to impress both tenants and shoppers. A narrow entrance gives an unpleasant outlook and is unattractive. 3. 1. 9 Finishes The finishes should make customers feel comfortable, in which colour should be consistent with the theme of the shopping centre.The external wail facade of the shopping centre should be furnished with pink and yellow tiles together with tempered glass glazing, in which light coloured materials could brighten up the appearance of the shopping centre. For internal wall facade with the corridors, mirrors should be installed on the wall. It makes customers feel more comfortable as space in the corridor looks like ‘arger. In addition, in the prominent places, the wall should be covered by stainless steel, porcelain enamel or coated metal cladding. Furthermore, floors could be applied ceramic tiles and granite tiles in the open areas.However, for those areas in the centre of the shopping centre could pave granite slab and polished homogenous tiles to upgrade the sh opping centre. Finally, the false ceiling with light trough could be covered the ceiling. 3. 1. 10 Signage System In order to direct pedestrian flow and strengthen the identity of the shopping 24 centre, a sizable name of the shopping centre with logo should be placed in the external wall; in which is easy eye-catching for the customers. In addition, an external advertising paniel for anchor tenants should be installed on the Mall facade the main street.Furthermore, name of the tenants is shown in each floor together with a guide map, directories showing each tenant at each floor on the wall near the escalators and staircases. Main directories showing tenants under different trade groups can be installed at the main access to facilities customers to identify and locate specified trade more easily. However, restriction must also be imposed on the size, colour and method of illuminating the signboards so as to obtain a better appearance as a whole. The amount of wording used and the s ize of lettering should be strictly controlled. . 1. 11 Marketing Marketing in which plays an Important role In the retailing business. the chief target is provided a pleasant environment for the customers to spend their money, while tenants to promote their sales. The duty ofthe marketing people must realize that the aggressive advertising and promotion campaigns required huge amounts to pay for such activities. In addition, the on-going market analysis to explore the ever changing of market conditions, customers' behaviours, purchasing power, attitude, social taste and trend should be studied to adapt the change.Market exposure is an important to gain the latest market intelligence, so that pro-active strategies could be formulated to strike for survival and expansion. 3. 1. 12 Management 25 A successful centre can also be attributed to an efficient and effective management; management a centre is a challenging role that requires all ski11s knowledge of a professional Management C ompany. From the shop tenants' point of view, they desire reasonable profits, while from the customers' point of view; they expect an attractive, comfortable and constant flow of traders.Due to face with ever changing environment, high expectation from the tenants and customers, and the competitiveness in the vicinity, it is essential that effective and efficient management together with innovative marketing concepts should be adapted. 3. 1. 13 Promotion The centre should be designed to strengthen promotional and publicity activities with an aim to draw the public's awareness to generate traffic and patronage, so as to create additional sales. More creative and innovative promotion activities, free coupons for shopping arid particular prize winning events will be introduced.In additIon variety show features and popular artists will be invited during holIdays. Promotion campaign will include: to work out promotional programmes schedules to be linked with the theme of the centre; to a rrange seasonal and festival decorations; to issue shopping guide, display panels and newsletter; to maintain a web site to publicize information and activities relating to the Mall; arid arrange gatherings and meetings with shop tenants, district Councils and community groups. oT;u) ifs] s] sjflfl 26 Much of the impetus for shopping centre development came from USA and by the id-1950s; three main types of shopping centre had been recognized by developers, architects, plamiers and geographers (Dawson 1983). Shopping centres were originally divided into three principal types – neighbourhood, community and regional; recently, the development of specialized markets opportunity, numerous types of shopping centres have evolved. The acceptance of this three-fold classification has become one of the established truths of modern urban geography and remained in common use despite the subsequent development ofmany centres which clearly do not fit any ofthe three ategories. The classifi cation has become less meaningnzl because there are increases in the numbers of centres arid the irmovations in tenant policy design, location and development practices (Dawson 1983). The increase in hybrid shopping centre makes the types of shopping centres difficult to distinguish; therefore the major tenant classifications and to a lesser extent the centre size and trade area determinate the type of centre. 4_ ff1rf ;i;rn; i The neighbourhood shopping centres provide for the sale of convenience goods such as food, drugs, sundries and personal services.This centre is usually based on a supermarket and covers a wide range of convenience goods including personal services such as laundry, dry cleaning and shoe repairs. It serves a localized catchment population less than 50,000. (Planning Department, 2001). It provides convenience goods and services which 27 consumers needs immediately and frequently. Shoppers as a rule find it most convenient to buy such goods and services near home or near workplace. Majority ofthis shopping centre is located in public housing estates. Most are less than 30,000-100,000 square feet (Shopping Centre DevelopmentHandbook, 1999). Typical Gross Leasable area is 50,000 square feet. Shopping centres locate in public and private housing estates are typical example such as Metiopolis Plaza locates at Sheung Shui near the Kowloon Canton Railway. The shopping arcade is on level I and 2 just underneath the three domestic blocks, with 60 shops of a total rentable area of 56,433 square feet. There are 129 private car and i i 9 bicycle parking spaces respectively. The centre is also accessible by public bus, public light bus and taxi, In addition, there are 22 lorry carpark spaces and 2 cargo lifts for loading and unloading.Between level i and 2, there are 2 escalators for customers. The centre is satisfied for local residents' need as it includes food & beverage shops, convenience shops, boutique shops, shoes and leather shops, electrical a ppliance shops and others. 3. 2. 2 The Crnmnunity Shopping Centre Community shopping centre is built around a small department store or variety stores as anchor tenant. In addition to a supermarket provides convenience goods and offers a wide range of comparison goods and personal services. It usually locates in new town centre with convenient transportation network and erves a catehment population of about 50,000 to 1,OOOOOO (Planning Department, 2001). The range of the area is 100,000-450,000 square feet (Shopping Centre Development Handbook, 1999). Typical Gross rental area is 28 150,000 square feet. This type of shopping cenfre also offers greater depth and range of merchandise and goods than neighbourhood shopping centre. It provides certain categories of goods, particularly commodities, which are less likely to be found in regional shopping centre. It attracts shoppers through the provision offull range ofshopping faciLities and goods. The maIn attraction ofthis kind f centre is usually the department store or some anchor tenants like ParkN Super Store, McDonald's Restaurant and Maxim's Chinese Restaurant. On the other hand, neighbourhood shopping centres have potential power to be a community shopping centre as their sizes and populations are strong enough to support them, just as some community shopping centre can expand into regional shopping centre. Therefore, the position of community shopping centre is the â€Å"in-between† centre, and it is hard to categorize. Tuen Mun Town Plaza and Shatin New Town Plaza, Telford Garden in Kowloon Bay are categorized as regional shopping centre.Shopping centres in Hong Kong such as Hang Fa Chuen in Chai Wan and City plaza in Taikoo Shing with several residential blocks in the vicinity, are categorized as community centres. 3. 2. 3 The Regional Shopping Cenfre Regional shopping centre usually has one or two full-line department stores, and the size can be range from 300,000 to 900,000 square feet, which can be served more than 150,000 populations. This type of shopping centre is a comparison trading centre, customers are visited on a regularly period or 29 occasional shopping trip to purchase goods such as fashion, shoes, furniture nd electrical appliances; customers usually make the prices comparison before they buy. It usually serves Hong Kong people as a whole. It includes local residents, office people as well as tourists. For example, Landmark at Central, it provides consumer durable goods, personal services as well as entertainment. The catchrnent area of this centre involving into different district areas and serves for large group of population. Shopping centres such as Pacific Place, Landmark, Time Square at Causeway Bay arid Ocean Terminal at Tsim Sha Tsui and Festival Walk that serve for people in different districts. . 2. 4 Specialty Shopping Centre J_n Hong Kong, this kind of shopping centre represents relatively small categories of the market, typical example such as gol den Shopping Centre in Shamshuipo for various types ofcomputer hardware and software. Golden Shopping Arcade is suited at Yen Chow Street and Kwei Lin Street in Shamsbuipo district. It is just a few steps away from the Shamshuipo Mass Transit Railway station, and public buses, public light buses and taxi can also be accessed. There are about 70 shops occupying two levels of the arcade. Beside he retailing shops, there are shops selling computer hardware and software of various brands and models. No matter new and experienced computer users, the arcade attracts them as the centre provides various software and hardware at lower prices. 30 3. 3 The Development f Shopping Centre According to Schiller, i 985, the term of shopping centre is ambiguous in Britain. It can mean either a comprehensive shopping development, as it does it most other countries, or a clustering of traditional shops in a town centre. Town centre can include planned and unplanned retail areas; however shopping centr e is often oosely used to mean a group of shops, which has been designed, planned, developed, owned, marketed and managed as a unit. Shopping centre is a planned assemblage of shop units which may or may not exist as part of sopping district, in which a shopping district can consist oftwo or more shopping centres. In Britain, many town centres has been developed as a shopping centre. According to McGildrick & Thompson, 1991), the massive suburban expansion in the last thirty to forty years has produced the features of urban landscape usually associated with the term â€Å"Shopping Centre†, but the British residential sprawl