THE 'NEW-GENERATION' HDB NEIGHBOURHOOD CENTRES

Abstract

While Singapore is presently experiencing a retail slump, malls are still appearing, some in the form of 'new-generation' Housing Development Board neighbourhood centres(NC). This dissertation studies the shoppers' profile and shopping patterns at these NCs (using Loyang Point and Elias Mall as case studies) and compares the findings with past research conducted on the traditional NCs. Information on the shoppers' profile and shopping patterns can help the retailers adjust their merchandise mix to suit the shoppers consumption patterns. Opinions gathered may prove to be useful to the managing agent to check their own management standard. This study will also help HDB to assess the performance of these new generation NCs. The survey findings reveal that there are more professionals and managers shopping at the new-generation NCs than at the traditional NCs and more shoppers at the new-generation NCs have higher household income. More shoppers travel by car and purchase 'non-food' products at the new-generation NCs than at the traditional NCs. Besides, more people cited 'pleasant environment' as the reason why they shop at the new-generation NCs whereas more shoppers listed 'reasonable price' at the traditional NCs. This study also reveals the main differences between the two types of NCs in terms of location, design, tenant-mix and management. It is recommended that HDB control the tenant mix of the new-generation NCs and conduct surveys on the residents first before building a new-generation NC. Also, it may draw more shoppers to the new-generation NC if HDB can attract more upmarket chain stores to locate there.