Business Decision Making Report: Factors Affecting Hahndorf Village

This report analyzes the factors influencing customer shopping behavior at Hahndorf Village in Adelaide, Australia. It investigates customer motivations, perceptions, and satisfaction levels through a quantitative research methodology involving online surveys. The research aims to identify key factors affecting customer decisions, including product availability, quality, pricing, and the village's atmosphere. The report explores the research questions of customer motivations and perceptions, and factors affecting their enjoyment. The study recommends improvements to enhance the shopping experience and address issues like over-crowdedness and lack of customer interaction. The findings are based on a sample of 100 respondents, primarily tourists, and the data analysis uses ANOVA software and SPSS to present results. The research highlights the importance of understanding customer needs and preferences to improve sales and overall business performance. The ultimate goal is to provide valuable insights that can be utilized to improve Hahndorf Village's performance and customer satisfaction.

Running head: BUSINESS DECISION MAKING
Business Decision Making
Name of student
Name of University
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Table of Contents
Introduction................................................................................................................................3
Business description...............................................................................................................3
Research aim..........................................................................................................................3
Research questions.................................................................................................................3
Research objectives................................................................................................................3
Problem statement..................................................................................................................3
Research methods.......................................................................................................................4
Measurement of key variables...................................................................................................5
Sample requirements and sampling options...............................................................................6
Ethical issues..............................................................................................................................6
References..................................................................................................................................7

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Title: Assessment of various factors that can influence or motivate the customers to
shop at Hahndorf Village
Introduction
The research is prepared for the purpose of determining the various factors that are
responsible for influencing the consumers to buy products and services at Hahndorf Village.
Considering the highly competitive market at present, it is always important for the
businesses to ensure that the right messages and information are transferred to the clients so
as to make them know about the products and services available at the village and then get
influenced to make purchase, furthermore fulfil their needs and requirements effectively as
well. The assessment of factors will not only assist the businesses to target the right market
segments, but can even facilitate the marketing approaches to reach the targeted audiences
easily (Ferrell & Fraedrich, 2015). The availability of products and services, financial status,
quality and pricing are regarded as few of the major factors that have been associated with the
influencing and motivation of customers regarding their buying behaviours and purchasing
decisions.
Business description
The Hahndorf Village consists of multiple shops, which provide best quality food
items as well as fashion and clothing goods that have been shaped in such a manner for
meeting the needs and requirements of the clients. It has also been found that because of the
excellent scenery surrounding the village, the tourism activities have favoured huge numbers
of customers’ visiting the place and this has also resulted in influencing their buying
behaviours largely (Groebner et al., 2013). The village, in spite of having good quality
products available at different shops, still the customer count has lowered to a certain extent
and thus focus has been on the various factors that must be assessed for improving the

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Hahndorf Village’s performance, furthermore, ensure acqusitions of more customers for
higher sales revenue.
Research aim
The aim of the research is to determine the various factors that are responsible for
influencing or motivating the buying behaviours of customers and evaluating their level of
satisfaction while shopping at Hahndorf Village in Adelaide, Australia (Moscardo,
Benckendorff & Murphy, 2016).
Research questions
1. What are the motivations and perceptions of shoppers at Hahndorf Village?
2. What affects the enjoyment of shoppers at the direct outlet?
Research objectives
1. Recommend any important features or factors that the shopping village is missing for
better shopping experience.
2. Suggest the requirements of shopping mall customers think that has to be improved
3. In what ways does the customer prefer the shopping village to improve?
Problem statement
The problem statement defines the issue or problem, which often can de-motivate
consumers to make purchases of products and services at Hahndorf Village. Due to this, the
business decisions are prioritised on the assessment of various factors that can influence or
motivate the consumers to shop from Hahndorf Village and fulfil their needs and
requirements largely. There are also issues and problems, which state that because of the
distant location from the city, often customers are reluctant to visit the village and thus the
sales have fallen too (Correia & Kozak, 2019). The retail shops in the village must maintain
uniqueness, otherwise there will be problems of lack of diversity management too. The

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shopping malls in Australia aim at generating huge numbers of customers and the same
happens for Hahndorf Village too, but over crowdedness can be a major issue affecting the
shopping experience for the customers (Fischer, 2015). From the overall business
perspectives, it has also been found that due to over crowdedness and congested area, people
ignore the places sometimes and thus the businesses fail to acquire the necessary feedbacks
from the clients post purchase. Their needs and requirements are ignored sometimes even due
to lack of interaction between the business and its customers, because of which, it becomes
much more difficult to deliver an exceptional shopping experience for the customers. Based
on the research, these problems are faced by nearly every shopping malls all over Australia
and the same has happened for Hahndorf Village (Cokley, 2015). Hahndorf Village has
maintained rich cultural heritage and also the values and beliefs of the place, but the lack of
perception among the customers has resulted in poor sales generation and unable to draw in
enough clients as expected from the village.
Research objectives
1. Recommend any important features or factors that the shopping village is missing for
better shopping experience.
2. Suggest the requirements of shopping mall customers think that has to be improved
3. In what ways does the customer prefer the shopping village to improve?
Research methods
The research methodology is considered as an important section of the research,
which allows for assessment of research designs, approaches and philosophies along with the
ways of collecting and analysis of data and information too. The quantitative research study
will be followed to gather quantitative data and information required to analyse the necessary
findings and achieve the goals and objectives of the research too. Considering the statement

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of problem in the research, it is important to ensure that the level of satisfaction among the
customers is increased while making purchases from Hahndorf Shopping Village and
accomplish the research goals and objectives effectively (Murphy, Moscardo &
Benckendorff, 2013). The quantitative study is based on the responses provided by the
respondents who have been considered as the respondents in the research. The quantitative
data and information are in numeric form, which has been gathered with the help of survey
process, where the survey questionnaires are distributed to the respondents and their
responses have been recorded as quantitative data and information. The survey has been done
through acqusitions of responses online and afterwards analysed and interpreted to draw
relevant information related to the accomplishment of research goals and objectives too
(Moscardo, Benckendorff & Murphy, 2016). Thus, the research design has been quantitative
and so the survey process is done for the proper collection of data and information during the
research.
The data collection procedure involves gathering quantitative data and information,
which is done with the help of survey process. The survey process mainly has allowed the
researcher to acquire the responses of the respondents and address the issues, based on which
collective decision making would be possible for improving the shopping experience among
the buyers of Hahndorf Shopping Village (Correia & Kozak, 2019). The survey
questionnaires are distributed online to the selected numbers of respondents, who provide
their useful views and opinions to the questions presented in the survey questionnaire. The
respondents provided their responses without any bias, which further helped in maintaining
the authenticity and reliability of information and data acquired while addressing the issues
and to achieve the research objectives effectively too (Fischer¸2015). The data and
information are basically collected from the tourists, i.e., the visitors at the Hahndorf

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Shopping Village from whom, the quantitative data and information have been collected. Few
of the questions asked to the respondents are presented below.
The Likert scale has been used for the questions present in the survey questionnaire
in order to ensure that the choices of the answers are represented from low to high based on
the priority of the respondents and according to their level of satisfaction. Due to this, the
scales have been set from the range of 1 to 5, considering 1 as the worst and 5 as the best
(Foxall, 2014).
Survey questions
How often do you make purchases from the shops at Hahndorf Shopping Village?
Do you believe that the Hahndorf Shopping Village has maintained the rich cultural heritage
along with the values and beliefs within the community, which has ensured delivery of great
shopping experience to the customers?
Do you agree that the shopping experience at Hahndorf Shopping Village has been great and
satisfactory?
Does the Hahndorf Shopping Village experience over crowdedness, because of which, many
of the customers’ needs and preferences have been ignored or not taken care of properly?
Is it true to believe that the shopping activities at the Hahndorf Shopping Village can
facilitate the tourism development activities largely?
Has the businesses at Hahndorf Shopping Village maintained customer centric
communication for targeting the right audiences present in the different market segments
effectively?
The analysis of data has been done with the help of ANOVA software while the use
of SPSS tool can also enable to present in the data and information in the form of tables,

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graphs and charts for easily understandable by the researcher along with addressing the issues
as well. Based on the analysis and interpretation of data and information, it would be much
easier and convenient to analyse the findings and ensure addressing the issues along with
achievement of the goals and objectives quite comprehensively (Edbring, Lehner & Mont,
2016). The analysis of these data and information could also help in reflecting the problems
and issues, furthermore, ensure accomplishment of research goals and objectives with ease
and efficiency.
Measurement of key variables
The key variables of the research study are the Hahndorf Shopping Village and
experiences of the consumers while buying products and services from the village. The key
variables’ identification are important for the purpose of linking the research aspects and
make sure to fill the missing gaps experienced during the research (Joung & Park‐
Poaps¸2013). This could also help in accomplishment the goals and objectives of the research
and at the same time, expand the research nature and scope, furthermore, create better
opportunities for the researcher to conduct the research on the similar topic in the future with
much ease and effectiveness. The success of the Hahndorf Shopping Village is dependent
upon the level of satisfaction among the customers and factors that have influenced their
purchasing behaviours to facilitate making decisions regarding purchase of products and
services at Hahndorf Shopping Village (Davis, Lang & San Diego, 2014). Thus, the
Hahndorf Shopping Village is the dependent variable whereas the purchasing behaviours and
satisfaction among the consumers, i.e., the tourists visiting the place, has been considered as
the independent variable here. To understand the motivations of customers, the numbers of
sales must be analysed to ensure that the numbers of customers visiting the village and their
purchasing behaviours are understood based on the sales (McCusker & Gunaydin, 2015).
Monitoring the numbers of repeated purchases and positive word of mouth messages and

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information about the shops in the village could be checked too for understanding whether
they are satisfied with the products and services or not. If they are satisfied, they would like
to make repeated purchases and also spread awareness among people by sending them
positive messages and information about the products, furthermore, ensure influencing their
purchasing behaviours and buying decisions too (Walter & Andersen, 2013).
Sample requirements and sampling options
According to the research methodology, the appropriate sample size is selected
according to the age, gender, ethnicity, religion, etc. The sample size is selected as 100
respondents, i.e., the tourists visiting the place, from whom, the quantitative data and
information have been collected. The survey responses are collected by providing the survey
questionnaires for providing coverage to an entire population and at the same time, acquire
the most of responses from the selected group of population. From the analysis of the survey
respondents, it has been found that most of the tourists are female when compared to the male
tourists (Quinlan et al., 2019). The surveyees are selected on the basis of distributing the
questionnaires via email so as to gather their responses quickly and make sure that there is no
need to visit the respondents physically. As the research required selection of a smaller
sample size, so the entire population cannot be considered and thus a smaller samples has
been selected. In case, the research requires some information in the form of qualitative data,
then the managers of the retail shops in Hahndorf Shopping Village can be interviewed with
for collecting their views and opinions regarding the factors contributing to the betterment of
shopping experience among the customers (Barnham, 2015). Based on the selection of
samples, the necessary data and information are collected to maintain the authenticity,
reliability an accuracy of the research much more comprehensively. The sample size has been
selected by selecting a number of respondents from a large group of population in a random
manner, which also helped in gathering the right amount of data and information required to

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conduct the research effectively (Nardi, 2018). The random probability sampling procedure
has been the most effective because of the selection of respondents randomly, who have been
considered as the samples of the research. The random selection of samples has been done
with the help of selecting a specific group of people from a large heterogeneous group of
people. The randomly selected respondents are provided with the questionnaires, which
consisted of questions related to the research topic and those have been filled by them
without any bias (Etikan, Musa & Alkassim, 2016). The acqusitions of these quantitative data
and information also helped in maintaining the authenticity of the research, furthermore,
ensured accomplishment of research goals and objectives with effectiveness.
Ethical issues
Few major ethical issues experienced during the research could be loss of important
data and information, lack of confidentiality of data and redundancy of data and information
too. One of the major ethical issues could be the lack of informed consent that might be
experienced while conducting the research. It has been found that the informed consent
defines the rights and responsibilities of the respondent or customer to autonomy is protected.
Their informed consent means undertaking actions based on their personal plan or according
to their areas of interests and preferences (Levy & Lemeshow, 2013). They have the right and
can make informed decisions as well for the purpose of taking part while conducting the
research and also their privacy and dignity must be maintained. The ethical issues tend to
emerge when any of the respondents might be forced to take part in the research and make
them provide their responses forcibly without their informed consent taken into
consideration. The first and foremost thing about maintaining ethicality is to protect their
rights and at the same time, ensure that their identities are protected and personal data or
information about theirs are kept confidential. The lack of respect to anonymity and poor
maintenance of confidentiality are regarded as major ethical issues too that might hinder the

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successful accomplishment of the research. Based on the utilitarian theory, the confidentiality
of the respondents must be protected and also their data and information are kept private for
preventing any unauthorised access. None of the respondents must be forced to take part in
the research and also the confidentiality should be maintained for ensuring that the research
values and ethics are maintained all throughout (Emerson, 2015). The research materials and
resources must be destroyed after completion of the research for ensuring that none of the
important data and information fall in the wrong hands which might hinder the confidentiality
and secrecy of data and information too. By maintaining the values and ethics, it would also
be quite effective for reducing data replication and redundancy, furthermore, prevent
hindrance that might be caused due to the same data and information processed again and
again all throughout while conducting the research (Ferrell & Fraedrich, 2015).

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References
Barnham, C. (2015). Quantitative and qualitative research: Perceptual
foundations. International Journal of Market Research, 57(6), 837-854.
Cokley, J. (2015). Shopping News: Agenda Setting: What the Audience Does Before the
News. Australian Scholarly Publishing.
Correia, A., & Kozak, M. (2019). Browsing and shopping. In Tourist Behaviour. Edward
Elgar Publishing.
Correia, A., & Kozak, M. (2019). Browsing and shopping. In Tourist Behaviour. Edward
Elgar Publishing.
Davis, R., Lang, B., & San Diego, J. (2014). How gender affects the relationship between
hedonic shopping motivation and purchase intentions?. Journal of Consumer
Behaviour, 13(1), 18-30.
Edbring, E. G., Lehner, M., & Mont, O. (2016). Exploring consumer attitudes to alternative
models of consumption: motivations and barriers. Journal of Cleaner
Production, 123, 5-15.
Emerson, R. W. (2015). Convenience sampling, random sampling, and snowball sampling:
How does sampling affect the validity of research?. Journal of Visual Impairment &
Blindness, 109(2), 164-168.