SMALL RETAILERS IN SINGAPORE : ITS PERFORMANCE AND SURVIVAL IN THE REAL ESTATE RETAIL MARKET

Abstract

With the trend towards decentralisation of businesses, private suburban shopping centres have emerged within many Housing and Development Board (HDB) new towns. These suburban shopping centres, with big department stores and supermarkets and other upmarket boutiques, will attract the HDB residents of the area as well as other non¬ residents. With the comfort of shopping in an air-conditioned and pleasant environment, shoppers will most likely be drawn to these bigger shopping centres. The emergence of this modern concept of suburban shopping not only affects the shopping patterns of Singaporeans, but also has an impact on the business performance and the future prospects of the HDB shops in the area. This dissertation examines the impact of Lot 1 Shoppers' Mall on business performance of the HDB shops in Choa Chu Kang Town Centre. From the findings of this study, the majority of the shoppers who patronise Lot 1 Shoppers' Mall go for its variety of goods and services and its convenient location. Shoppers patronise the HDB shops mainly for convenience goods and cooked food. On the whole, the business performance of most of the HDB retailers are adversely affected by opening of Lot 1 Shoppers' Mall. With the development of more private suburban shopping centres like Lot 1 Shoppers' Mall, WhiteSands and Causeway point in the near future, it will have a greater impact on the HDB retailers. The challenge posed by the private suburban shopping centres like that of Lot 1 Shoppers' Mall will provide the HDB retailers the impetus to stay competitive.