UNDERSTANDING CONSUMER BEHAVIOUR FOR GROCERY SHOPPING AND ITS EFFECTS ON THE SUSTAINABILITY OF WET MARKETS
CHAN KOK LIANG
CHAN KOK LIANG
Citations
Altmetric:
Alternative Title
Abstract
From a global perspective, wet markets/traditional markets for the past 30 years have lost a significant amount of grocery trade market share due to the effects of Retail Modernisation and changing consumer behaviour and preferences. However, there are academics that refute the effects and maintained the belief that wet markets/traditional markets are still pertinent in today’s context.
This study seeks to explore the academic gap on the sustainability of wet markets in the midst of strong competition from supermarkets and hypermarkets in Singapore by understanding the shopping preference, patterns, behaviours, experiences and patronage decision factors of wet market, supermarket and hypermarket.
Sequential triangulation was adopted as the model for the study. Firstly, qualitative research was carried out in the form of secondary data collection from literatures which was then supplemented by in depth interviews to capture the variables in the context of Singapore. Next, quantitative research was conducted by using the variables found to understand the consumer shopping preferences, patterns, consumer behaviours and decision factors. data analysis that was used includes simple tabulations, cross tabulations, paired sample t-tests, factor analysis, ANOVA and independent sample t-tests.
The findings of this study was that in a long run, wet markets are not sustainable as supermarkets look set to be most preferred choice for grocery shopping for the younger generations of below 40 years old when the current age groups of 41-50 and above 50 age group of shoppers disappears.
Keywords
Real Estate, Muhammad Faishal Bin Ibrahim, 2010/2011 RE
Source Title
Publisher
Series/Report No.
Collections
Rights
Date
2011-04-20
DOI
Type
Dissertation