Evaluating the effectiveness of marketing strategies in the promotion mix of shopping centres to attract visitors and shoppers an exploratory study in Hong Kong

Abstract

This research paper aims to evaluate the effectiveness of marketing strategies in the promotion mix of shopping centres to attract visitors and shoppers in Hong Kong. Shopping centres play a vital role in the retail industry and face intense competition in attracting and retaining customers. An effective promotion mix, comprising various marketing strategies such as advertising, public relations, sales promotions, and direct marketing, is crucial for driving footfall and encouraging consumer engagement. This study examines the effectiveness of marketing strategies employed by shopping centres in Hong Kong through an exploratory approach. The research methodology includes a combination of qualitative and quantitative methods, such as interviews with shopping centre managers, surveys with visitors and shoppers, and analysis of promotional campaigns and performance metrics. By evaluating the impact of different marketing strategies, this study aims to identify the most effective approaches for attracting visitors and shoppers to shopping centres in Hong Kong. The findings will be valuable for shopping centre managers, marketers, and policymakers in developing targeted marketing campaigns, optimizing the promotion mix, and enhancing the overall shopping experience in Hong Kong.