ANALYSIS OF SHOPPING EXPENDITURE IN YISHUN NEW TOWN

Abstract

With the mushrooming of suburban shopping malls at various new towns, there is a stiff competition for the pie of the consumer dollar. A case study is made on Yishun New Town. Yishun New Town is chosen because it has a suburban mall, namely: Northpoint, a town centre and a neighbourhood centre This study aims to find out the amount of the consumer dollar that is redistributed among the shopping centres in Yishun Town Centre and the Central Area. Studies showed that respondents preferred to visit the Central Area for higher-end goods such as trendy clothing and accessories. None bought groceries and necessities from the Central Area. It ranks third in terms of the retail expenditure that is spent amongst the various retail centres. It was found that the respondents spent the most in Northpoint. The type of goods bought ranged from basic needs such as groceries and necessities to middle-end goods such as clothing. The retail expenditure spent in the Town Centre and Neighbourhood Centre is on basic needs, such as groceries, cooked food and daily necessities. Services rate well among the respondents too. Few respondents would choose to buy clothing or accessories here. However, the lower income group would generally prefer to shop here. Survey findings show that consumers are governed by the decision to shop on factors such as travelling distance, size of the shopping area, price and the type of goods that they would like to purchase.