BAE Project-

Hong Kong Consumption
Culture & Consumptive
Pattern

Contents
Objective ...................................................................................... 3
What are discounts? .................................................................... 3
Data analysis ........................................................................4-6
Sellers’ perspective ...................................................................... 7
Does it mean that discounts are always positive?..................... 8
Discount- Is it misleading?..................................................... 9
Conclusion............................................................................... 10
Appendix
Questionnaire .......................................................................... 11
Video slideshow

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Objective
Nowadays, discount is a common consumptive pattern of Hong Kong people; consumers are getting in touch with discount unconsciously, everything around us involves discount.
Merchandisers make use of discounts in order to attract consumers. We would like to investigate the consumption pattern of Hong Kong people with different age groups, stratums and genders.

What are discounts?
Discounts are reductions to a basic price of goods or services. They can occur anywhere in the distribution channel, modifying either the manufacturer's list price, the retail price, or the list price.There are many purposes for discounting, including; to move off-season stock, to reward valuable customers, to encourage distribution channel members to perform a function, or to otherwise reward behaviors that benefit the discount issuer.Some discounts are forms of sales promotion.

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Summary:
We have surveyed 50 people in total among different age groups. We found that females buy more often than the males. Most of the consumers think that price is major factor in purchasing. Hence, discount becomes relatively important.
Discount may affect consumers’ buying decisions in some areas, i.e. increasing the quantity of products decided to buy. However, it may lead to wasting.
To conclude, price is the priority in the consumption pattern. Merchandisers make use of discount to attract consumers. As a result, discount is popularized in consumption pattern.

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Different stratums of society

You may think that most of the high income class would not pay attention to discounts as there might not have suitable sizes or stocks when the product, which they want to purchase, is with discount offers. However, this can only proof that they would not intentionally purchase merchandise during promotion periods. It does not mean that they would not get in touch with discounts. Right now, most branded shops established a sales promotion- rebate / VIP program. A rebate is an amount paid by way of reduction, return, or refund on what has already been paid or contributed. It is a type of sales promotion marketers use primarily as incentives or supplements to product sales. In the other words, they contact with discounts.
Moreover, when they are purchasing products, the salesperson might tell them if they buy $10000 more, they could receive premiums or receive bonus points, will they purchase more? It is an unknown.

For most of the middle class, it is necessary to have discounts. Their attitudes toward it are-“Oh! There is a discount, why not?” With regards to them, discounts are a way for them to save money. They would increase the number of purchased items or buying something not necessary.
In fact, in connection with different stratums of society, retailers would cope with the consumptive psyche of different stratum of society in order to adjust their marketing strategies. Therefore, every stratum of society and discounts are closely bound up! 6|Page

Sellers’ perspective
With regards to the sellers, discounts bring them profits. Discounts attract consumers.
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