Marketing status of the village square Alabang mall: evaluation, perception, prospect and preference factors among the target customers rebranding and innovation/ Angeli Marie Catan Chua. -- Parañaque City: Olivarez College, 2021.
Master Thesis
This study focused on the Marketing Status of The Village Square Alabang Mall wherein the researcher is currently its Mall Manager. Through the study conducted by the Mall Management where the COVID-19 hit and implementation of lockdowns occurred last March 2020, results revealed that the three major components in measuring the Malls profitability namely, tenants sale, foot traffic and occupancy have all significantly declined. The researcher then sought to answer what drastic measures are to be proposed to the Mall Management in order for the Village Square Alabang Mall to pivot during these times of the pandemic. Through the conceptual paradigm that the researcher created it sought to answer the following variables from its respondents composed of both customers and non-customers, such as its demographic profile, by finding out their social status, socio economic status, age, sex, and frequency of mall visit. Then their level of satisfaction in terms of the malls design, customer service, availability of store concepts, and their view on the stores location/accessibility. It also answered the respondents level of perception in terms of customer service, cost, quality, performance, efficiency of products, and comfortability. The data gathered from the manually distributed questionnaire of all 362 respondents along the community within the Parañaque and Las Piñas City shows that the respondents are not satisfied with the overall appearance and design of the mall, often perceive as being a show room due to the vastly wide window showcase design. In addition, due to the Malls limited size of 9,000 sqm leasable area, it cannot cater to all the stores that the respondents would normally go to in bigger sizes malls that people are used to. It was therefore concluded that best action to made is to recommend for the Village Square Alabang Mall to strengthen its marketing strategies through rebranding and innovating in order for it to transformed and capture its rightful target market and create its own identity since it cannot compete with its competitors along the Alabang-Zapote Road due to its limited capacity size.