PATRONAGE BEHAVIOUR AT MARINA CENTER

Abstract

Over the past two decades, the retail structure in Singapore has changed. It has grown from a monopoly shopping city to a multi-layered shopping paradise. Marina Centre, hailed as the 'epic zone that will change the face of Singapore', is part of this new structure. The objective of this study is to examine the influence of market and personal determinants on patronage behaviour at Marina Centre. This knowledge is useful for retailers and mall managers. They can better market their products to cater to shoppers' needs. In turn, their loyalty in patronising them can be gained. The primary information is gathered from personal interviews with shoppers outside die malls. Others are collected from past dissertations, newspaper articles and other printed matters. The survey results show that there is no significant relationship between market determinants and patronage behaviour. It is the same for personal determinants. However, this study managed to obtain die opinion of shoppers regarding certain aspects of Manna Centre. This can be helpful reference for management of the malls and retail outlets. Marina Centre's accessibility should be improved. Its image should be more defined. The malls may have to further promote themselves as a shopping area with a pleasant atmosphere and a variety of goods and services. When Marina Centre's future developments are completed, it is expected to draw more mass to this area, thus benefiting the retailers here.