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澳大利亚市场销售商Jmart分配水平——影响消费者购物因素及建议

论文价格: 免费 时间:2013-05-06 21:54:36 来源:www.ukassignment.org 作者:留学作业网
 PART 1: EXECUTIVE SUMMARY
第一部分:内容提要
  1. External factors
外部因素
Based  on  database  founded  from  GMID  (2012),  store-based  market  in  Australia  for  2011 has been increased during past six years. Westfarmers, Woolworths, Metcash and Myer are the biggest players in Australian market. Westfarmers whose market share occupies 20% is one  of  the  largest  Australian  public  companies  and  retailers  including  Coles,  Kmart  and Officeworks.  Besides,  Woolworths,  which  provides  groceries,  liquor,  electronic  and  mass merchandise,  leads  to  an  increase  in  their  market  share  to  10.3%.  Another wholesaler market is Metcash Trading which comprising IGA Distribution, Campbell’s Wholesale, Mitre 10 and Australian Liquor Marketers (ALM) only account nearly 5.3%. 
根据全球市场信息数据库GMID(2012年)统计,2011年的澳大利亚仓库储备市场在过去的6年得到提高。Westfarmers (西农集团), Woolworths(沃尔沃斯), Metcash 和 Myer(玛雅百货公司)是澳大利亚市场最大的玩家。Westfarmers其市场份额占据20%,并且是澳大利亚最大的上市公司和零售商,包括超市、凯马特和办公室工作。除此之外,Woolworths提供杂货,酒,电子及大众商品,导致其市场份额增加至10.3%。另一个批发商市场是Metcash贸易,其中包括IGA分布,Campbell (罐头)的批发,MITRE10和澳大利亚酒类营销(ALM)仅占近5.3%。
  1. Internal factors
内部因素
According  to  statistic  table,  most  of  transactions  at  JMart  are  purchased  by  JFlys customers.  Furthermore,  it  is  represented  the  difference  amount purchased  between  loyal and  regular  customers  which  is  greater  than  $10.  Thus, the  hypothesis  testing is  used   to prove  this  issue.  As  a  result,  the  program  is  reported  to  be  successful  since   there  is adequate evidence to suggest  that JFIys members tend to  spend more than   regular  buyers by more than $10 per transaction.
据统计表格,JMart的大部分交易是由JFlys客户购买。此外,它是代表忠诚和熟客之间,大于10美元购买量的差异。因此,假设检验用来证明此问题。其结果是,该计划是成功的,因为有足够的证据表明,在每笔交易上,JFIys成员往往要花费比普通购买者的多花10美元以上。
In the other hand, when evaluating JMart’s customers’ spending habits based on payment method, more items are bought by credit cards than by cash. However, this issue is denied by the hypoth esis testing  due  to  lack  of  proof.  Therefore, customers paying   by cash purchase more items than buyers using credit cards. 
在另一方面,更多的项目进行评估时,根据付款方式JMart客户的消费习惯,更多的是用信用卡购买而不是现金。然而,这个问题由于缺少证据被假设检验否认。因此,客户购买多件商品是用现金支付而不使用信用卡。
In addition, gender is another feature used to asses customers’ buying behaviours at JMart.
As  stated  statistic,  the  amount  of  money  spent  by  female  customers  is  much  more  than buyers  who  are  male.  It  is  valid  as  there  is  sufficient  evidence  to  conclude  that  female customers  spend  more  money  for  each  transaction  than  male  do  in  relation  to  hypothesis testing.
另外,在JM艺术上,性别是用来评估消费者购买行为的另一个特点。
如上述统计,女性顾客所花费金钱的数量远远超过男性消费者。有足够的证据有效的证明得出结论,涉及到假设检验女性消费者为每个交易比男性花费更多的钱。
Moreover, marital status is also   become   an internal   aspect to be looked at.  According to descriptive statistics, married   customers   tend to purchase less number of items than single customers. Conversely,   the hypothesis testing states that there is no enough proof to accept this issue.  
此外,婚姻状况,也成为加以研究内部方面。根据描述性统计,已婚的消费者比单身消费者倾向购买更少的商品数。相反,假设检验的表明没有足够的证据接受这个问题。
In order to understand JMart’s customer shopping habits in detail, another issue to be compared is number of items purchased by customers’ gender. Despite the fact that female customers spend much money per transaction, the number of items they bought is not as much as male customers purchased, which is proved by the hypothesis testing.  
为了详细的了解JMart的顾客的购物习惯,进行比较的另一个问题是客户的性别所购买的物品的数量。尽管事实是,女性顾客每笔交易花更多的钱,但是她们购买的商品数量却不和男性消费者一样多,这是假设检验证明的结果。
Recommendations : 建议
Although JFlys program is successful, other incentives should be considered to encourage
regular customers to spend more. In particular, JMart should establish monthly discounting
weekend  when  regular  customers  are  willing  to  spend  more  money. Additionally,  some appealing  JFIys  rewards  from  accumulated  transaction  points  have  to  be  offered  to persuade regular customers to spend more and become JFIys members.  
虽然JFlys计划是成功的,也应该考虑其他优惠政策鼓励老顾客消费更过的金钱。特别是,当熟客都愿意花更多的钱时,JMart应建立周末每月折扣。此外,有些吸引人JFIys的奖励从累计交易点有,提供定期说服客户多花钱,成为JFIys会员。
Due  to  the  fact  that  customers  paying  by  cash  purchased  more  number  of  items  than customers  using  credit  cards,  JMart  should  offer some  benefits  from   credit  cards  payment method. For example, providing PayPass secure payment system that access customers to pay easily and instantly.  Furthermore,  rewards  such  as  double  points  earned  per  dollar spent,  no  fees  charged  or  10  percent  discount  for  every  5  items  purchased  should  be offered to motivate customers paying by credit cards.   
对信用卡消费提供更多的益处,提供PayPass的安全支付系统访问客户轻松瞬间此外,花费一美元赚取双倍积分奖励,如收取任何费用10%的折扣购买每5应给予鼓励客户通过信用卡支付
Female customers spend more money for each transaction than male buyers, which is also another issue should be considered. In order to encourage male customers to spend more,JMart should establish some   promotions   that please male customers. For instance, offering some  coupons  for   man’s  products  on  special  event  such  as  father’s  day.  In addition, personal selling communication is effective efforts to persuade men to spend more money. 
针对男性消费者提供优惠劵。#p#分页标题#e#
Motivations for married customers should be given as they tend to purchase less number of items than  single  buyers.  JMart  should   provide  quantity  discounted  promotions  which encourage   married  couples  to purchase  large  volu mes  of  household   appliances   products . Moreover, setting odd-even pricing like $1,999 or $129.99 on those products is an efficient method since odd prices are perceived significantly cheaper than even prices. 
对已婚消费者Jmart 提供一定数量的折扣
Undoubtedly, female customers tend to spend much more money than male customers, but number of  items  they  bought  is  inverse  relationship.  Thus,  JMart  should  stimulate  female customers  to buy more items by providing premium offers for female products  such as   buy one get one free or buy one and get another one  with half price, creating more colourful and attractive  packaging  of  female   items   or  setting  the  special  price  for  more  than  one  item bought, for example five items for $3.00 while it cost $0.70 each.
毫无疑问,女性客户比男性客户往往要花费更多的钱他们买项目反比关系因此JMart刺激女性客户提供优质的女性产品,如一赠一免费一赠另一个半价优惠创造更加丰富多彩,吸引力女性物品包装设定特殊价格购买更多商品购买多个项目,例如$3.00五个项目耗资0.70
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