Paris van Java

Paris Van Java

Syndicate #2Edhita Paradevi (29109324)Melvina Pascaline (29109327)Trisya Kansya (29109329)La Ode Arief Akbar (29109367)Wahyu Kumoro (29109372)

MM 6053 - Applied Marketing Research

12 Problem Definition Process

Background

3 Data Analysis

4 Conclusion & Recommendation

BACKGROUND1

• Bandung is a city in West Java, Indonesia. • Located in the central highlands at an

altitude of 768m. • The city is known for its many

universities, textile industry and many roadside cafes.

• Bandung’s nickname is Kota Kembang, literally meaning the Flower City.

• Called Parijs van Java (Paris of Java) by the Dutch, its high altitude location makes the weather pleasantly cool.

• The food in Bandung is also well known for its wide variety.

• Bandung is a very popular weekend escape for Jakarta's, who crowd into the city on weekends and national holidays.

Demographics of BandungSex

MaleFemale

Source: http://jabar.bps.go.id/Kota_Bandung/1.%20Demografi/JmlL-P-Umur.htm

1.115.9991.113.268

25%

31%24%

14%6%

Age0-1415-3031-4546-6061+

2006 2007 20080.00

10,000,000.00

20,000,000.00

30,000,000.00

40,000,000.00

50,000,000.00

60,000,000.00

70,000,000.00

Average Incomes: Bandung

Revenues: Bandung

Income Average in Bandung

2006 2007 20080.00

10,000,000.00

20,000,000.00

30,000,000.00

40,000,000.00

50,000,000.00

60,000,000.00

70,000,000.00

Revenues: Bandung

http://www.jabarprov.go.id/

kind of commodity <60 60-79 80-99100-149

150-199

200-299

300-499 >500

percapita avrg

Houseing&household facility 8.164 15.35 18.69 24.546 35.824 52.376 83.342 204.235 106.513

Goods & services 1.372 7.214 8.577 14.835 20.452 29.656 54.46 168.823 79.032clothing,Footwear & Headwear 1.66 4.366 3.863 5.799 7.801 10.096 14.308 29.108 16.926

Durable Goods 111 54 270 853 1.429 3.155 8.138 54.265 20.211

Taxes & Insurances 138 396 309 488 684 1.24 2.662 12.98 5.226

Parties & Ceremonies 0 0 30 345 421 987 2.904 13.803 5.468

http://www.jabarprov.go.id/

Average monthly per capita expenditure for nonfood by monthly per capita expenditure class

Demographics of Jakarta

workforce working searching job not workforce school household others0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

People lived in Jakarta age > 15 according to their activity

Series4Series3

Source: http://jakarta.bps.go.id/abstract/index.html

Demographics of Jakarta

2006 2007 20080

100000

200000

300000

400000

500000

600000

700000

800000

Consumption Level : Jakarta

foodnon-food

Source: http://jakarta.bps.go.id/abstract/index.html

MACRO ECONOMY

Source: BPS 2008 – www.bps.go.id

Economic Growth & Gross Regional Domestic Product of Bandung City in 2001-2007 also with Its Projection in 2013

Source: www.bandung.go.id

Bandung city’s economic structure is dominated by service sector and manufacturing industry.

The growth rate is also relatively high when compared to West Java and national.

Inflation also too high, derived from food, health and transportation costs. High inflation can reduce the

competitiveness of Bandung.

Income per capita has increased with the increase per year 2005-2008 reached 8.8 %

per year.

Inflation that occurred in December at Jakarta, mainly due to rising prices of foodstuffs.

While the index of education, recreation and sport did not change

Source: http://jakarta.bps.go.id/

GOVERNMENT REGULATORY

• Peraturan Pemerintah Nomor 26 Tahun 2008 tentang Rencana Tata Ruang Wilayah Nasional (RTRWN) (Lembaran Negara Tahun 2008 Nomor 48, Tambahan Lembaran Negara Nomor 4833)source: www.indonesia.go.id

• Peratuan Daerah Provinsi Jawa Barat Nomor 22 Tahun 2010 Tentang Rencana Tata Ruang Wilayah Provinsi Jawa Barat 2009-2029source: www.jabarprov.go.id

• Peraturan Daerah Provinsi Jawa Barat Nomor 2 Tahun 2009 Tentang Rencana Pembangunan Jangka Menengah (RPJM) Daerah Provinsi Jawa Barat Tahun 2008-2014.source: www.jabarprov.go.id

• Peraturan Daerah Kota Bandung Nomor 2 Tahun 2009 Tentang Penataan Pasar Tradisional, Pusat Perbelanjaan dan Toko Modernsource: www.bandung.go.id

• Peraturan Daerah Kota Bandung Nomor 9 Tahun 2009 Tentang Rencana Pembangunan Jangka Menengah (RPJM) Kota Bandung Tahun 2009-2013source: www.bandung.go.id

Competitive Rivalry

(HIGH)

Threat of New Entrants

(LOW)

Threat of Substitutes

(MEDIUM)

Power of Buyer

Power of Supplier

THREAT OF NEW ENTRANTS

According to heads of the agency and layout planning of Bandung, there were no submission of planning permission shopping center/mall, because that becomes more selective

(local administration)

THREAT OF SUBSTITUTES

• Nature Tourism • Fashion & Culinary Tourism

POWER OF SUPPLIER

Paris Van Java mall, just like other mall, have a few supplier to keep the facility running smoothly. Their suppliers are:

Secure Parking: One of the biggest parking management in Indonesia and they are responsible in managing the parking area security and income.

ISS Indonesia: This international company is responsible in managing the cleaning service and overall security of Paris Van Java mall.

State-Owned Electricity Company (PLN): The only provider of electricity in Indonesia.

State-Owned Water Company (PAM): The biggest provider of treated water in Indonesia.

Factors Descriptions

Availability of Substitute Inputs

Neutral – There are many suppliers (parking, security, and cleaning management) that support the industry. As for electricity and water, they impose a small threat due to government regulatory.

Suppliers Product Differentiation

Weak – Supplier Products are common and replaceable.

Importance of Industry to Suppliers

Neutral – Suppliers have buyer from various kinds of industries.

Suppliers Threat of Forward Integration

Weak – There are a high barrier of entry in to the mall industry resulting a low level of threat of forward integration.

Buyers Threat of Backward Integration

Strong – Paris Van Java has a strong power in case they want to manage their own parking, security, and cleaning management. But they have a weak bargaining power to water and electricity supplies.

POWER OF BUYER

Factors Description

Number of Buyers Relative to Sellers

Weak – High number of buyers (tenants) relative to malls in Bandung have made their position weak in this industry.

Switching Costs to Use Other Product

Neutral – The cost of setting up a new store elsewhere is high, but there is a possibility that it can happen.

Buyers Threat of Backward Integration

Weak – Small chance for buyer to open their own mall

Sellers Threat of Forward Integration

Weak – Seller have a small chance of opening their own store.

Importance of Product to The Buyer

Weak – Paris Van Java high visitors rate and unique value proposition made it a very important product to the buyer.

COMPETITIVE RIVALRY

Bandung Spatial & Urban Area Planning (2013)

Each year the mall has more exciting sales, improved tenant mix, and more promotional events to serve its shoppers' and tenants' need better.

Istana Plaza provides one stop family shopping mall, caters middle to high class shopper's necessity.

Fashionprovide a wide range of branded fashion & accessoriesSportssport gear & apparel for all sports activitiesKids Centerorganizes creative workshop festive parties and educational programsCafe & Restoindulge in a world of flavours from asian and europe cuisineFood Courtexplore the difference of our food court atmosphere

PRODUCT

PLACE • Located Jl. Pasirkaliki & Jl. Pajajaran.

• It's in the middle of business district and surrounded by middle to high class real estate.

PRICE • IDR 370.000 / m2

Bandung Supermall is the place for enjoy an endless array of shopping and entertainment experience in Bandung.

Find over 250 leading stores and Metro Department Store, the city’s first and only international-class department store. The best in style, quality and service from top homegrown stores and international labels.

Department StoreMen's & Women's FashionFashion AccessoriesLeather Bags & ShoesChildren & ToysFragrance, Health & BeautyHair Salon Sporting & Travel GoodsBooks, Music & GiftsHome Electronic & CommunicationHypermarketBank & Services

PRODUCT

PLACE • Jl. Gatot Subroto 289 Bandung 40273Telp: (022) 91091020 Fax: (022) 91091050.

PRICE • IDR 555.000 / sq. meter

PRODUCTS

PLACE• Jalan Cihampelas 160 Bandung• Located at the busiest shopping street

• Wide variety of Restaurants• Composite type mall

PRICE• IDR 500.000 / sq. meter

Price Comparison

• IDR 500.000 / sq. meter

Cihampelas Walk

• IDR 370.000 / sq. meter

Istana Plaza

• IDR 455.000 / sq. meter

Bandung Super Mall

• IDR 422.500 / sq. meter

Paris Van Java

Paris Van Java has a unique concept with an open-air resort layout. Walk down Via Latina and enjoy strolling next to white doves from Holland.

It shaded street with big trees where resident area (old but fine Dutch style) for

many rich people – some trees are still there but the area are start to change its

function as business area, mostly restaurants & factory outlets

Segmentation, Targeting, Positioning

STP

SEGMENTATION• 12 – 55 years old• Male and Female• Young Worker,

Entrepreneur, Public Figure, Artist

• Middle Up Class• Bandung, Jakarta, West

Java

TARGETING• Young Executive• Socialite• Urban life

POSITIONING• Resort Lifestyle –

perfect place for lifestyle recreation dining and shopping with open-air resort

Product, Price, Place, Promotion, People, Process, Physical Evidence

7P

Shopping CenterSupermarketHome AccessoriesHealth and Beauty PlaceRestaurantsCafe and SnacksEntertainmentsLuxury Cinemas

PRODUCT

• Glamour (main street)Rent: Rp. 350,000/sq. meter - Service Fee: Rp. 72,500/sq. meter

• Resort Level

Rent: Rp. 270,000/sq. meter - Service Fee: Rp. 72,500/sq. meter

• Restaurant (average rented space = 250 sq. meter )Rent: Rp. 270,000/sq. meter - Service Fee: Rp. 72,500/sq. meter

PRICE

Using IMC (Integrated Marketing Communication) through traditional and non-traditional advertising.

PROMOTION

Traditional

•Radio (Bandung & Jakarta)•Local Television (Bandung TV & STV)•Newspaper (Kompas, Pikiran Rakyat)•Event Sponsorship (Food Festival)

Nontraditional

•Website (www.paris-van-java.com) •Social Networking (Facebook, Twitter)•Blog (www.belibu.com)•Banner, Partnership (PVJ Midnight Sale)

PROMOTION of PARIS VAN JAVA

PLACE Jl. Karang Tinggal No.7 Bandung - 40162 West Java, Indonesia

GPS Coordinate : Latitude = -6.889447Longitude = 107.595978

PEOPLE

• Space Leasing for Shopping, Dinning, Entertainment and Sport.

• Providing a unique store concept and ambience (main-steet, open-air, afresco-dinning).

• Mall services supported with parking area, sanitation and free wi-fi & hotspot.

PHYSICAL EVIDENCE

Direct Customer (Tenants) - Board of Director (BoD), Developer (PT. Bintang Bangun Mandiri), Management (Starlight Management Company). Indirect Customer (Mall Visitors) - parking service (Secure Parking), security, information service, store/tenants customer service (waitress, pramuniaga, cashier, etc), restroom/cleaning service (PT ISS Indonesia).

Meeting with Marketing

• asking about store availability

• contract terms and conditions

Making Business Contract/Agreement

• choose payment term

• fill out contract form

• signing contract

Prepare the Store

• store layout & design

• inventories

• hiring

Parking

• Choose parking position

Enjoying Mall Features/Services

• Dinning• Shopping• Entertainment• Sport

Direct-Customer Tenants

Indirect-Customer Mall Visitors

PROCESS

Company, Collaborator, Customers, Competitors, Context

5C

COMPANY

COLLABORATORS

CUSTOMERS

PT. Bintang Bangun Mandiri

• PT. ISS Indonesia outsourcing for Cleaning Service

• Starlight Management Companyday-to-day management

• Direct-customer (B2B) All tenants like: Secure Parking, Sogo, Charles&Keith, Nike, Rotelli, Giordano, Guess, Zara, Topshop, Duck King, Black Canyon, etc.

• Indirect-customer (B2C)all mall-visitors

COMPETITORS

CONTEXT

• Main competitorsCihampelas Walk (Ciwalk), Bandung Super Mall (BSM), Istana Plaza (IP)

• Substitute competitorsCafé: Maja, Sierra, Kampung Daun, etc. Shopping center: King’s, BTC, etc.Entertainment Resort: Kampung Gajah, Kemiri, D’ Ranch, etc.

• Government lawsPP No. 26 Tahun 2008, Perda Jabar No. 2 Tahun 2009, Perda Jabar No. 22 Tahun 2010, Perda Kota Bandung No. 2 Tahun 2009, Perda Kota Bandung No. 9 Tahun 2009

• Local Government Regulation especially about spatial and urban areas planning of Bandung

Mall a large retail complex containing a variety of stores and often restaurants and other business establishments housed in a series of connected or adjacent buildings or in a single large building.

Source: http://dictionary.reference.com/browse/mall

ITEM MODERN MARKET DEPARTMENT STORE SPECIALTY STORE MALL / PLAZA TRADE CENTER Definition Means for selling

food and household goods including nine basic necessities

Means for selling a range of clothing, arranged separately by counter

Means for selling only a particular group of products, current trend are electronics and building materials, moderate scale.

Means for trading, recreation, dining, and others, consists of outlets in a compact building.

Centre for trading of food, clothing, building materials, and daily necessities by retail and wholesale with complete supporting entities such as restaurants

Selling Method

• By retail (in small quantity), directly to end consumers in a supermarket method (buyers them self get the good from shelves and pay to cashier); • Non negotiable

• By retail, usually assisted by sales attendant • Non negotiable

• By retail (in small quantity), directly to end consumers in a supermarket method; • Non negotiable.

• By retail, directly to end consumer, service method is a combination between supermarket method and with assistance from sale attendance; • Non negotiable.

• By retail or wholesale, generally assisted by sale attendance; • Negotiable.

Source: President Decree no. 112 th 2007, Media Data

Mall/Plaza Definition

Mall/Plaza Definition

•mall that opens directly to light sun giving the impression area and are suitable for air•the effect on convenience of weather disturbances and between retail mutually exclusive

Open Mall

•complete building where merchants and shop owners are protected in a closed and controlled buildings and possible occurrence of social interaction•equipped with recreational facilities such as seating, parks, showrooms, or promotion as well as other complementary

Enclosed Mall

•a combination of open and enclosed malls, where most open and other partially closed•arise in anticipation of the effect air control and energy extravagance with expensive maintenance costs.

Composite Mall

Mall forms based on cover of buildings:

Mall/Plaza Definition

•Formed by a road that was previously used for vehicle traffic and then update to the path or pedestrian plazas •A full mall built in an area with a population and economic base varieties, usually with a population between 9,725 – 360,000 inhabitants

Full Mall

•Development of private car traffic and a track to another roadand only allow public transport such as buses and taxis•Parking area planned separate and avoid parking on the road system (on-street parking), pedestrian path widened and equipped with street furniture

Transit Mall

•Semi Mall more emphasis on pedestrians, therefore, the area expanded and equipped with - trees and gardens, benches, lighting and other artificial facilities, while the reduced transport route

Semi Mall

Mall forms based on type

Mall/Plaza DefinitionMall forms based on shape and size

L shaped Triangle shaped Stripe shaped

Dumb bell shaped U shaped

Cluster shaped Double dumb bell shaped T shaped

Mall/Plaza DefinitionMall forms based on parking system

Stripe Center with Curb

Parking

Stripe Center with Off - Street

Parking

Double Strip Center with Off - Street Parking

Center Mall with Only One

Magnet

Mall History in Bandung• In 2000, there were only two mall in Bandung, Bandung

Indah Plaza and King's Shopping Center.

• In 2004 only three building shopping center was founded.

• In 2005 there were three new mall in operation, and in 2006 founded the twelve new mall that is Paris van Java at Sukajadi St., Paskal Hyper Square at Pasirkaliki St., Braga City Walk in Braga St., IBCC at Ahmad Yani St., ITC Kebon Kelapa at Pungkur Street, Bee Mall at Naripan St., IITC Kopo Mas at Kopo St., Jatinangor Town Square at Jatinangor, Metro Trade Center at Soekarno Hatta St., and Surapati Core at Suci St.

Mall Trends in BandungFor a couple years behind until now, trend for shopping centers in Bandung is a building with resort lifestyle design – a mall with main street, some open-air part and Alfresco dining.

Why?First reason is because Bandung is not urban cosmo demographics such as Jakata, Semarang or Surabaya. But more on urban culture and urban nature, such as Bali (Kuta Road) and Yogyakarta (Malioboro Road) – Ir Wawa Sulaeman MBA M.ArchAlso because the cool weather in Bandung make the concept of main-street and Alfresco can be applied in this city – Kompas Cyber Media, March 2007

2006 2007 20080

50

100

150

200

250

300

350

400

450

traditional marketmodern retail

http://www.jabarprov.go.id/

Trading Place Growth in Bandung

PROBLEM IDENTIFICATION2

Problem DefinitionFor determining the problem, we conduct an analysis from secondary data & Focus Group Discussion with end-customer. The results will be explained in these following sections:

Potential Problem

• There is lack of supporting facilities that Paris van Java offer to the end- consumers, such as toilet, parking area, and direction sign inside mall.

• The high price of tenants’ lease is not comparable with the poor facilities that Paris van Java provided for store’s owner.

Management Decision Problem• Should Paris Van Java increase the quality of service and

image to enhance customer satisfaction and for the intended consumers still prefer Paris van Java as the best mall to go?

• Should Paris van Java change and improve services to tenants for provide their satisfaction?

Marketing Research Problem• To determine end-customer’s satisfaction level of Paris van

Java and preference of mall in Bandung.

• To determine customer satisfaction level of Paris van Java’s tenant.

FOCUS GROUP DISCUSSION

Analytical Model

Basically we will apply Exploratory Research in order to gaining some insight into the problem and because there is a few data or study related to the issue, this type of research could give us more flexibility in approaching the problem.

EXPLORATORY RESEARCH : Reviewing literature or data available such as data from BPS Jawa Barat, website of

West-Java government, website of Bandung City government, etc. (secondary data approach)

Informal discussion with mall visitors, tenants, PVJ management also the competitors. Formal approach through in-depth interview, questionnaire and FGD.

• To know customer satisfaction level of PVJ (end customer)- What customer feels about PVJ’s store atmosphere?- What customer feels about PVJ’s cleanliness (toilet, main street, store)?- What customer feels about PVJ’s parking area?

• To know customer satisfaction level of PVJ (consumer)- What customer feels about PVJ’s management service?- Why customer prefers to open a store in PVJ?- Do customer feel satisfy opening your store in PVJ?

• To know customer preference for PVJ and other competitors- How many times do customer visit PVJ in a month?- What customer think about PVJ’s location compare to other mall?- What is the market share of PVJ and its competitor?- What is the demographic and psychological profile of PVJ’s customer?- Which one do customer prefer to come on your Saturday Night?- Do customer think that tenants in PVJ were complete enough?- If a friend/family come to Bandung, which place do customer recommend?

Research Question

HypothesisRQ1: How is customer perception of Paris van Java mall Bandung?H1: Mall that offer different concept and servicesH2: Mostly satisfied. RQ2: How strong is Paris van Java’s brand compare to its competitors (direct/indirect) in terms of preference?H1: Quite strong compare to Paris van Java direct-competitorH2: Medium compare to Paris van Java indirect-competitor (substitutes) RQ3: How is Paris van Java’s management and relationship communications perceived by their tenants?H1: Proactive communicationsH2: Professional communications.

Research DesignNo. Activity Schedule Cost

1 Collecting Secondary Data 25 - 26 Jan -

2 Secondary Data Analysis 26 Jan – 2 Feb -

3 Construct Problem Approach Method 10-16 Feb -

4 Interview with Expert 18-21 Feb -

5 Screening Informant for FGD 20-22 Feb -

6 Conduct FGD 23 Feb -

7 Summarize Findings 23 – 25 Feb -

8 Reconfirm to Decision Maker 26 Feb -

TOTAL -

DATA ANALYSIS3

CUSTOMER GROUPS

Group Respondent Method Information needed Reason

AAge 12-22(school /

undergraduate student)

Depth interviewConsumption

habit, satisfaction and preference

Young segment; Potential loyal

customer in the future

BAge 22-30

(graduate student / working)

Depth interview & FGD

Consumer preference & competitor

analysis

Socialite; Have fixed income

C Age >30(working / family) Depth interview

Consumption habit, satisfaction and preference

Having fixed income; Mostly

married

CUSTOMER PREFERENCE

Mall Option

CiwalkPVJ

“hmm..yang paling sering sih PVJ, tapi Ciwalk juga. Agak susah kalo mo pilih di antaranya, soalnya sebulan pasti kunjungin 2 mall itu tapi gak pernah hitung mana yang lebih banyak” – Male/ 23 years old/ Telecommunication Engineer

“gue karena orang Jakarta, kalau di Bandung pasti akan maen ke PVJ. Soalnya walau di Jakarta banyak banget mall, tapi yang kayak PVJ dengan suasana outdoor gitu gak ada” – Female/ 20 years old/ University Student

OR

Visiting Frequency

• Work / Married(at least) once in a

month• Studying

(can be) once in a week

“biasanya sih pas hari sabtu suka ketemuan ama teman-teman disana, ramean. Seringnya weekend tapi kalo bubaran sekolah juga bisa aja main kesana. Seminggu minimal sekali deh kesana” – Female/ 16 years old/ Senior High School Student

“dulu waktu masih kuliah dan baru awal buka, gw sering banget kesana, tapi karena kesibukan kerja mah jadinya teh sebulan sekali aja kalo sekarang, pas weekend gitu” – Male/ 26 years old/ IT Developer

Visiting Duration“karena saya ke sana (PVJ) untuk belanja

(Carrefour) biasanya hanya sekitar 2 jam” Female/ 52 years old/ Housewife

“gue kalo lagi urusan kantor ke Bandung dan ke PVJ buat refreshing ama partner kerja yah gak lebih dari 2 jam, tapi kalo datangnya pas weekend bareng pacar

bisa lebih dari 4 jam ” Male/ 30 years old/ Public Service

“gue di PVJ bisa sampe 6 jam lho ! kalo ngerumpi dengan teman-teman suka lupa waktu apalagi kalo ditambah kita makan

dan nonton” Female/ 24 years old/ University Student

the minimum time spent by respondents when visiting PVJ is 2 hours and the maximum is

up to 6 hours

Features Usage

“aku suka nonton, jadi pasti ke Blitz ! di Bandung cuman PVJ yang nyediain Blitz..sebelum atau sesudah nonton aku juga suka makan bareng pacar di Sushi Groove, yang again cuman ada di PVJ” (Male/ 22 years old/ University Student)

“kesana (PVJ) buat main ice skating, kak! Adanya di PVJ aja kan. Tapi biasa juga buat kumpul-kumpul aja bareng teman-teman sekolahan” (Female/ 15 years old/ Junior-High School Student)

“akhirnya dong di Bandung ada ZARA, jadi makin sering deh kesana (PVJ) selain belanja bulanan di Carrefour” (Female/ 27 years old/ Housewife)

Completeness (tenants)A majority said it’s enough. Most of their needs can be fulfilled by the

availability of PVJ’s tenants. Still they named some tenants that they want to be in PVJ someday. Those like music related store, Ace Hardware, electronic related store

and other branded clothes line (Hermes, Prada, etc).

Reason for Visiting

DIFFERENT

Recommended Place

For those who had friends or families that come to Bandung from outside region (except Bandung-Jabodetabek) will absolutely recommend PVJ. Most of respondent also

recommended some well-know place in Bandung such as Lembang, Dago Pakar or Factory Outlet, besides PVJ

“karena aku keluarganya dari Cepu, pastilah ajakin ke PVJ secara

di daerah mana ada mall kayak PVJ. Trus biasanya juga ngajak ke

FO” – Female/ 20 years old/ University Student

“orang Jakarta mah gak usah direkomendasiin mall, udah amat

sangat terbiasalah. Kalo aku biasanya rekomendasiin Lembang ato ke Kampung Gajah” – Female/ 21 years old/ University Student

Site ComparisonFar

Strategic

Traffic Jam

“gue kadang lebih pilih Ciwalk karena macetnya gila-gilaan arah Sukajadi kalo pas weekend” Male/ 23/ University Student

“tempatnya lumayan strategis, apalagi dari Jakarta kan deket tuh langsung aja dari tol Pasteur. Cuman susahnya kalo gue nginap di hotel yang tengah kota, bisa kejauhan kesananya”Male/ 25/ Network Engineering

Group respondentGroup Respondent Method Information

needed Reason

AAge 12-22

(school / undergraduate student)

Depth interview Consumption

habit, satisfaction and preference

Young segment;

Potential loyal customer in the

future

BAge 22-30

(graduate student / working)

Depth interview & FGD

Consumer preference & competitor

analysis

Socialite; Have fixed income.

C Age >30(working / family) Depth interview

Consumption habit, satisfaction and preference

Having fixed income; Mostly

married

CUSTOMER SATISFACTION

Daily activities• Some differences found of type of main activities as well as the main purpose

>30 yrs old

Some activities remain the same, however this group focusing more on family activities. Their concerns are focused on kids and family needs.

12-22 yrs old

Daily activities revolved around school/university, extracurricular lesson, and hangout with friends. They like to socialize, go on a group of friends and make new friends.

Daily activities revolved around learning, working, social life, taking care of kids, working for some, and improve appearance: arisan, hangout with friends. Socialize is important.

22-30 yrs old

Findings: Customer satisfaction• Store atmosphere: a majority of the respondents feels

comfortable on PVJ because of its open air & unique design, however there is a little complain when it rains.

“Gw suka konsepnya yang open air, jadi kalo dateng kesana rasanya relax, apalagi kalo abis stress kerja “

“Kalau hujan parah bgt, jalan jadi sesak, gagal deh tampil keren gara2 cipratan air”

M/25 y.o./IT consultant

F/30 y.o/Jakarta

Findings: Customer satisfaction• Cleanliness: respondent feels that its cleanliness were

much different when it’s crowded (usually weekend), especially for the toilet and main street.

“Terlalu banyak orang pas weekend, jadi di toilet juga ngantri, terus becek ga jelas “

“Lumayan sih, tapi nggak sebersih seperti di Jakarta. Kadang-kadang main street nya suka kotor ”

F/16/high-school-Jakarta

F/20/undergraduate student

Findings: Customer satisfaction• Parking availabilityGroup A: parking availability is not a main issue, even though they feels that the parking area was too crowded and expensive.

“Itu dya anehnya PVJ kak, walaupun parkirnya ribet muter-muter, mahal, penuh, macet, tapi

tetep aja aku suka dateng ke PVJ ”

F/16/high school

Temen gue ilang barang di mobilnya di parkiran PVJ. Sejak saat itu dya ga mau lagi dateng ke

PVJ, kapok!

F/25/Housewife

Group B and C:Parking area somehow is the important aspect for them. There were also several complaint about security on the parking area.

“Basement parkingnya ga enak banget. Harusnya PVJ tuh bikin gedung khusus buat parkir

kaya di Ciwalk”-

M/26/IT developer

Findings: Customer satisfaction• Mall direction: For people who comes to PVJ a lot

(usually respondents who lived in Bandung), mall direction is easy to remember.

“Nah, itu dia yang bikin bingung, soalnya PVJ ga ada penunjuk arah, atau ga kelihatan ya?

Terus ga ada directory boardnya

“Pertamanya ke PVJ agak bingung kak, tapi karena sering kesana, lama lama juga hafal. Apalagi kan

tokonya beda2, hafalin aja dari situ”

F/12/elementary student

F/30/working in Jakarta

However it was different to respondents who lived in another town.

Findings: Customer satisfaction• Store appealing: Most of respondents feels that the

store design is visually appealing.

“ Tampilan tokonya menarik, tapi akan lebih menarik lagi kalau management PVJ

membebaskan mereka untuk mendesign tokonya supaya lebih kreatif, berbeda, lebih

menarik bagi pengunjung”

M/28/Working

Findings: Customer satisfaction• Purchasing behavior: Purchasing behavior for each group is different

Group A: Come to PVJ to meet their friends and just hangout, go to a movie, café, billiard, book store, accessories shop, or ice skate.

“ Aku sih biasanya jalan-jalan sama temen2, duduk2 di café, ke Gramedia, kadang nontong di Blitz, atau jalan2 ga jelas”

F/17/high school

“Selalu sama tiap minggu, pasti billiard di Blitz, terus makan di BMC, terus ya..jalan2 sambil

ngeceng dong”

M/17/high school

Findings: Customer satisfaction

Group B: Purchasing behavior is somehow similar for café, movie, karaoke, and book store. A little bit different from group A, this type of group tends to make a purchase on a store.

“ Kita biasanya karaokean, window shopping, ngafe, kalau ada yang lucu ya dibeli

F/25/graduate student

Findings: Customer satisfaction

Group C: For this type of group, purchasing for family needs is the main reason.

“biasanya datang ke PVJ buat belanja di Carrefour, atau beli mainan dan baju anak.”-

F/52/housewife

TENANTS

TENANTS• Segment target• Brand awareness

Preference

• Easy Access

Location

• Less attention to the details

• Satisfied with the placement of location

Store Design

• Satisfied: quick response

• Unsatisfied: uncooperative

Service

• Yes

Contract extension

• Groovy lifestyle, • Youth spirit, • Does not care

Personality

CONCLUSION4

Conclusion

Based on the results of qualitative research on the customer satisfaction and preferences of Paris Van Java Mall Bandung, it can be concluded as follows:

• End-costumer preferences are important factors to look at if Paris Van Java wanted to sustain its competitive advantage.

• Worship place, toilet, and parking facilities need to be improved or repair.

• The service of management about tenants complain sometimes are usually slow response.

RecommendationWe would propose some suggestions to improve the consumer satisfaction and preference of Paris Van Java's consumer, such as:

• Prioritize performance improvement in convenience of parking facilities because the variable itself is in the bad category. Improved performance can be done by expanding the parking area of Paris Van Java Mall and maximize valet parking facilities, especially on weekends when the number of visitors is very high.

• Improving the design of toilets to be more private and add places of worship.

• Improve communication and relationship management services to the tenants so store owner and manager will feel satisfied, and ultimately, for maintaining a premium and sustainable service to end-customers.