THE RETAIL IMAGE OF FAR EAST SQUARE

Abstract

"What happens to the retail store that lacks a sharp character, that does not stand for something special to any class of shoppers? It ends up as an alternative store in the customer's mind. The shopper does not head for such a store as the primary place to find what he or she wants. Without certain outstanding departments and lines of merchandises, without clear attraction for some group, it is like a dull person." Martinuea (1958) Retail images are valued as essential marketing tools in shopping malls. The mind-set of shoppers and their perceptions of surrounding in unmeasurable terms like ambience, cultural heritage are subjective but invariably trademarks in identifying the individuality of a retail centre. The study aims to evaluate the retail image of Far East Square through various forms of literature pertaining to the subject as well as the application of history knowledge to understand the origins of the retail theme of the development. The profile of an average shopper and the interviewees' favourite architectural features are determined through surveys. Most of the shoppers are executives from nearby offices and their purpose for visiting Far East Square is to satisfy gastronomic needs. Tourists are found to be most receptive to Far East Square's retail theme, compared with local shoppers and the tenants. The cultural heritage factor has not been well portrayed and received. More publicity should be generated to attract visitors.