EVALUATING HYPERMARKET RETAILING IN SINGAPORE

Abstract

Hypermarkets are leapfrogging "from zero to great sophistication" with French hypermarket chain Carrefour and Giant from Malaysia in Singapore retailing scene. Although they have been successfully gaining a bigger share in the hypermarket pie, it is crucial that the hypermarket operators keep their focus on current operations while also working out their responses to the longer-term challenges and outlining a distinctive strategic vision for the global food-retailing market in order to survive and grow. I his research analyses whether the critical factors and strategies of Product, Price, Place, Promotion, Customer & Value-Added Services, Technology, Store Design & Layout, Store Atmosphere, Competition and Consumer Loyalty attribute to the success of the two hypermarkets measured in terms of Consumer Profile, Behaviour, Perceptions, Preferences and Expectations. Results show that Carrefour attributes its success mainly to its Customer & Value-Added Services while Giant attributes its good performance chiefly to its promotion. As each hypermarket has different critical factors and strategies that contribute to their current success, different implications exist for their marketing management and future developments, which are important for the sustainability of current hypermarkets.