SHOPPING BEHAVIOUR OF MOVIE-GOERS AT JUNCTION 8 SHOPPING CENTRE

Abstract

Movies continue to be a popular form of recreation in Singapore. The trend of incorporating cineplexes in shopping complexes is becoming apparent in Singapore. Most of the planned retail developments, including Junction 8 Shopping Centre, have incorporated cinema and amusement facilities to tap into the growing demand for leisure facilities. The concept of cineplexes in shopping centres has given rise to a change in the shopping behaviour of Singaporeans. Nowadays, Singaporeans engage in multi¬ purpose shopping; they eat, shop and play all within one shopping complex. This study thus seeks to identify the shopping behaviour of movie-goers prior to the movie and after the movie. The methodology adopted for this research involved "trailing" movie-goers to the first shop they visit after either purchasing the cinema tickets or watching the movie. There are several major findings from the research. Firstly, proximity of shops to the cinema is an important determinant of movie-goers' behaviour. Secondly, the few stores that can overcome the strength of this proximity concept are the food and beverage outlets and the entertainment outlets. Thirdly, the majority of the movie¬ goers do shop before or after the movie. Fourthly, the most popular destinations for movie-goers are the food and beverage outlets.