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1、Qualitative Report For VISA Payment Card Acceptance In Sanya,Prepared for: VISA Prepared by：Nielsen Date：Oct, 2011,Title of Presentation,凭给掳秦脖淆番厦愉呻寝燃谬轩米刚茄袱吩鞭伺硅芯溺拳偶隔蚌眺廖据诚report of payment card acceptance projectreport of payment card acceptance project,Gentle Reminder,This report is based on qualitat
2、ive research. Qualitative research seeks to understand the views, attitudes and opinions of the selected sample Thus, as with all qualitative research, we make our usual reminder that the findings are not to be interpreted in any quantitative sense. Instead, they reflect the attitudes and opinions o
3、n the subject under study among a small yet relevant samples of individuals These findings are only to represent the thoughts of the respondents who took part in this study,值苦早妨它创鲤冒娄铰摈姐募胶痴激荤县燥序直确享抿粱凹兼力俞奋丽含report of payment card acceptance projectreport of payment card acceptance project,TABLE OF CON
4、TENT,Research Recall Detailed Findings Merchant Current development situation Overall perception of different payments Key triggers and barriers of different industries Accommodation Shopping Transportation Entertainment Restaurant Acquirer Development strategy in card payment Merchant, Acquirer and
5、 Card association Current relationship and communication channel Key development process of card payment Perception of VISA Conclusion & recommendation,掂疲睛苍馏方蘑娇冶唾腰弓桶诉武痉鞘锯脸崇赂蚁毕嫌尘蒋歧舶辽怀九毋report of payment card acceptance projectreport of payment card acceptance project,Research recall,Research Objectiv
6、es Research Methodology,师赃濒管固莉华葬咸秧泞驮兼潭食陇韵其语言蹦拆阶侮挝漾成沁侥窘发芝report of payment card acceptance projectreport of payment card acceptance project,To map the challenges and opportunities related to the merchant development, to develop solutions that can be implemented with banks and merchants. The ultimate
7、goal is to increase Visa card usage and revenue in tourism city of Sanya,Acquirers: To understand the challenge and opportunity of acquirers on card payment development Merchants: To understand usage and attitude of merchant towards card payment To find out triggers and barriers of card acceptance a
8、nd usage To understand perceptions of merchants on visa as card payment association,Marketing Objectives,Research Objectives,Research objective,迁带希幂划变旦棍醋蓑辈槐演象逼灿灶耙经约瞥蛰黑凡疏倦隔菲嚣抄官求report of payment card acceptance projectreport of payment card acceptance project,Merchant In-depth interview,Stage 2,Quali
9、tative methodology,Acquirer In-depth Interviews,Stage 1,To understand usage and attitude of merchant towards card payment To find out triggers and barriers of card acceptance and usage To understand perception of merchant on VISA as the payment card association company To understand support needed f
10、rom Visa,Qualitative methodology,To learn the market condition of foreign currency card payment in Sanya To understand the strategy of acquirers towards targeted merchants developments To understand the challenge and opportunity of acquirers for merchant development To understand support needed from
11、 Visa,Research methodology,残锌炽泣逝拣很缘纶讣被舰少腿标产去氰旭锄菲淀橇蛋斌售拷译缝宋篆蒸report of payment card acceptance projectreport of payment card acceptance project,Respondents criteria - Merchant,The respondent target is the decision maker (s) of the payment method used in particular outlet (The respondent knows exactly
12、the store operation and what kind of payment policy they have) The selected respondent (s) will represent the chosen outlet. The demographic profile of the selected respondents in terms social economic class, age, gender or marital status will fall naturally (no quota) The selected outlets will comp
13、rise of current card acceptor and current non-acceptor but potential users of VISA. Considering that we target to take a general understanding of the major industries at this stage, we propose the below sample design.,悸勾伯磊墓耻堆良抡堪此平戈恰囤枝路玫殆呆楼船傅蛇酒比伍向嚣坠魄脉report of payment card acceptance projectreport of
14、 payment card acceptance project,Respondents criteria - Acquirer,All respondents will meet the following criteria Managers or above In charge of developing payment card market in merchant Have been working in the position for at least 2 years Having rich industry experience,冬舶算蠕问亏包她涯闷纸纱缸谦权坊驯皆诗雍卤盐椅喂践
15、闹幂乞民知囱斥report of payment card acceptance projectreport of payment card acceptance project,Detailed Findings - Merchant,懊针糯消苫习拄稿左卤鞠窒增恳乱荆馈腰甥赫蓑诫嗜怂盾挤烹艘克亿泻毛report of payment card acceptance projectreport of payment card acceptance project,Merchant,Key Findings Current development situation Overall percep
16、tion of different payment Key triggers and barriers for different industries Accommodation Shopping Transportation Entertainment Restaurant,澡旺捕常琐孟侗研给撅腑蜜冀潜齿腿镜吁淑盔偶戚汲镜让吏赃躁滑社束栅report of payment card acceptance projectreport of payment card acceptance project,Fast development in tourism with fiercer comp
17、etition, more regulation and higher quality as becoming an “International tourism island”,General speaking, thanks to the governments policy of “Develop Sanya as an international tourism island”, more and more domestic tourists and foreigners (from Russia, Korea, Japan, Hong Kong and Macao etc,.) ar
18、e rushing to Sanya. However, compared with domestic market, the glowing is slowing due to the worldwide economic crisis. Hence, all kinds of industries spring up like mushrooms but with much changes afterwards More fiercer competition, strive for lowing down the cost More regulation on industry deve
19、lopment from government and have more normalization With more high-end consumers looking for high quality service,多庐撒帐煌屁钎涉川槛题忽药伦构勘粤撑鼓旺赤窘锤掂唁烩娃犹勒谎侣发report of payment card acceptance projectreport of payment card acceptance project,Merchant,Key Findings Current development situation Overall perception
20、of different payment Key triggers and barriers for different industries Accommodation Shopping Transportation Entertainment Restaurant,絮努佩狡斜吉汾铃枉矽秦娩滔萄灵庙牲颂产姐胰真移遗见防披驳理骏绊芝report of payment card acceptance projectreport of payment card acceptance project,Overall perception of cash payment,Cash is still t
21、he most popular payment method for merchants in China market, with its traditional strengths and weakness.,No extra cost for customers payment （没有额外的支出成本）,Strength,Weakness,Fast capital turnover （资金周转迅速）,Can pay whenever or wherever (随时随地进行付款),Instantaneous payment receipt (即时到帐),Not easy to differe
22、ntiate the cash (较难辨别货币的真伪),Produce labor time cost and fault (产生人力成本及人为错误）,Hard to give change (找零困难),Risk for cash storage and transaction (存在存放及交易风险),(Foreign currency) Adjust the payment according to the exchange rate,耀啤庭扭箔际溅邻囊允身挫检洗雌狡缘配猾体涤上咀搀帘戌圆盲卒所咕赞report of payment card acceptance projectrepor
23、t of payment card acceptance project,Cash payment is more direct,No extra cost for customers payment （没有额外的支出成本）,Strength,Weakness,Fast capital turnover （资金周转迅速）,Can pay whenever or wherever (随时随地进行付款),Instantaneous payment receipt (即时到帐),Not easy to differentiate the cash (较难辨别货币的真伪),Produce labor
24、time cost (产生人力成本）,Hard to give change (找零困难),Risk for cash storage and transaction (存在存放及交易风险),(Foreign currency) Adjust the payment according to the exchange rate,“When you apply cash payment, you dont need to pay extra fee to anyone else, this is very important to us.” Tea house,“Well, its so imp
25、ortant that there are enough money for us, as we need money to purchase materials for sales. With cash payment method, I dont need to go to bank for money.” Restaurant,“Most of the time, our customers wont go to our store for service. Cash payment can allow them to pay us anytime anywhere.” Car Rent
26、al,“I can get the money immediately and be able to get to know how I earn by day .” Restaurant,The competitive edge of cash payment is no more extra cost and convenient (pay whenever and wherever), which is the most important for some industries, e.g. Restaurant and Transportation,睛惕涛魁荫钒筷淆郧何英历佬淡健鲤锻错
27、胳瘴噬需季凳捉叛剁柯设酱胶沈report of payment card acceptance projectreport of payment card acceptance project,No extra cost for customers payment （没有额外的支出成本）,Strength,Weakness,Fast capital turnover （资金周转迅速）,Can pay whenever or wherever (随时随地进行付款),Instantaneous payment receipt (即时到帐),Not easy to differentiate the
28、 cash (较难辨别货币的真伪),Hard to give change (找零困难),Risk for cash storage and transaction (存在存放及交易风险),(Foreign currency) Adjust the payment according to the exchange rate,“When come to a big amount of cash, you need to pay much attention to its fake.” Car Rental,“It takes time for us to count the total and
29、 go to the bank for deposit.” SPA,“For us, its not easy to make changes for our customers and it takes time to give changes. ” Supermarket and specialty,“After consumers payment, we need to take them on the way to go and it has risk for stealing .” Car rental,“We accept foreign currency, but its har
30、d to follow the exact exchange rate, sometimes, we might lose some money for the higher exchange rate.” Jewelry store,To take advantage of card payment, you can highlight the key barriers of cash payment “Produce labor time cost and fault” and “Not easy to differentiate the cash”,But cash payment la
31、cks of security and convenience,Produce labor time cost and fault (产生人力成本及人为错误）,晾左数汐秒兴愤全锯担迈饲抽肥落灯嚣件嫉息派蹦争饵捣艳蒂涝首阳辛设report of payment card acceptance projectreport of payment card acceptance project,Not high awareness and clear perception of card payment due to ,From this study, we find that most mercha
32、nts in Sanya do not have clear perception of card payment, even some acceptors have poor knowledge of card payment. And some misunderstandings come from non-acceptors due to Card payment method still develops slowly and is not so popular amongst consumers and merchants for some industries in Sanya L
33、ack of information delivery from Acquirers, like bank etc.,Hence, more information about “card payment” needs to deliver to merchants from acquirers to correct their misunderstanding or supplement their knowledge about card payment as its the premise of development,“What? I dont know we can let fore
34、igners to pay via POS.” Hotel,“Do I need to go to the bank for reconciliation of bank account for POS transaction? Tea house,嗜使杰袭袁茫医卯却级蚁撼砰藉眶覆匣萄货刃菱廷茨肆粹嘿比影端讨户危report of payment card acceptance projectreport of payment card acceptance project,Overall perception of card payment,Save payment time (conven
35、ience) and reduce human fault,Strength,Weakness,Induce more purchase/stimulate consumers purchase intention,Enhance stores positive image,Safe/Fair deal,Produce POS transaction fee,Not Instantaneous payment receipt/Slow capital turnover,Not instantaneous and inconvenient reconciliation of bank accou
36、nt for POS transaction,Not easy to differentiate the real card,Can not pay whenever and wherever,Build up initial trust between consumers and merchants,Risk for “whether can receive the money, double count/wrong payment due to wrong operation”,撑斗址缅搅靴晋羡臻鸵邹凉萝纵车缅昧告出藤冈侥叙此限轻揉鼻蒸峡喉森report of payment card a
37、cceptance projectreport of payment card acceptance project,Merchant,Key Findings Current development situation Overall perception of different payment Key triggers and barriers for different industries Accommodation Shopping Transportation Entertainment Restaurant,入獭间誉娇稿首隘肖眯霹朵傀盈扳乌另派括锌柬从瓦砖坑诉洒线绳删焰踪rep
38、ort of payment card acceptance projectreport of payment card acceptance project,Although the general perception of card payment are similar amongst different sectors of merchants, key triggers and barriers of card payment usage are somewhat differentiated from different industries due to different i
39、ndustries characteristics, which can impact different merchants on card payment acceptance. As a result, the following part would like to line out what are the key triggers and barriers for different industries so that VISA can implement marketing support on increasing card payment usage for targete
40、d merchants in Sanya accordingly.,Note to this part,闸勃恍闺善常寅鳃鼻次衣憨柠挺热狸闹倍惠蛰龚暖样延想椒梢蓉嘻强喜抖report of payment card acceptance projectreport of payment card acceptance project,Snapshot of current payment situation - Shopping,Shopping industry develops fast, especially Specialty store, Jewelry and Clothing an
41、d garment etc. which have local characteristic that can attract more tourists. Need for payment Convenient to consumers Fast payment method Easy to monitor the account/clear accounting list by purchase/day/week Current payment pattern Cash Card payment Shopping card Current policy Encourage cash pay
42、ment Foreign currency exchange When consumers hesitate purchase or not, proactively recommend card payment,诵麓正穗铅嘲疏芽衫诽漂哼酝卜萍摔卖泵辙吕磺挝姻戚支泪刃掠轨妓帐够report of payment card acceptance projectreport of payment card acceptance project,Key triggers for card payment usage,Enhance positive image,Stimulate purchase
43、intention,Save payment time,(For various products provided stores) With card payment, consumers would like to purchase more in-store for Low awareness about how much they really spend in-store Without card payment method, those without enough money need to bear in mind and have limitation on purchas
44、e “When consumers hesitate to buy or not, especially for more expensive product, I will recommend them to apply card payment. And this is very helpful.” Jewelry store,To trigger more shopping merchants to use card payment, its suggested emphasizing its benefit on “Stimulate consumers in-store purcha
45、se” VISA can take its advantage as an international brand and deliver the benefit to merchants Help to increase the positive image of merchants and help to attract more high class consumers,More significant,More positive image will build up With better service, more considerate High class feeling “I
46、f we do not provide card payment method, consumers would think my store is out of date and has poor service .” Specialty store “When we offer VISA payment, our store becomes more international. “ Jewelry store,No need to give changes and reduce human fault Avoid getting the fake money “Our cashier d
47、o not need to spend much time on giving changes.” Supermarket,越怪躯忆庆媳畏嘲楚柔荣睹勒撅伐该浙畴惮萎言岸摄厉菊眉哩揽扼盯龋庞report of payment card acceptance projectreport of payment card acceptance project,Key barriers for card payment usage (1),High demand on instant and convenient reconciliation of bank account for POS transa
48、ction Can not get the reconciliation of bank account for POS transaction within a day currently Without a clear accounting list per purchase and the total amount per day/week Detail account list provided Need to go to bank for reconciliation of bank account for POS transaction misunderstanding of ca
49、rd payment “Most of the time, we need to get todays account after tomorrow 0 oclock, I am not able to check whether something wrong with my total account .” Supermarket “I think I need to go to the bank for reconciliation of bank account for POS transaction, which is too trouble for me.” Apparel store,To overcome their concern about the reconciliation of bank account for POS transaction, Acquirers can provide account list with details down