Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/213381
Title: COMPARATIVE STUDY OF NEW GENERATION NEIGHBOURHOOD CENTRES, A
Authors: TEE CHEW YING
Keywords: Retail
New Generation Neighbourhood Centres
Trade mix
Shoppers
Issue Date: 2003
Citation: TEE CHEW YING (2003). COMPARATIVE STUDY OF NEW GENERATION NEIGHBOURHOOD CENTRES, A. ScholarBank@NUS Repository.
Abstract: The issues for the retail trade lie in the need to uplift capabilities, ride on new trends in consumer behaviour and distinguish its offering from that in competing retail hubs. There is a need to develop innovative business strategies that anticipate and meet demands of the new environment. This study examines the requirements of New Generation Neighbourhood Centres (NGNCs) in HDB estates. The NGNCs chosen for this research include Gek Poh shopping centre and Greenridge shopping centre (West region), Rivervale Plaza and Loyang Point (East region). The findings found that essential trade policy is not effective in preventing excessive duplication of trades. Actions need to be taken to avoid intense competition among tenants of same trades. Appropriate placement of tenants should also be practised in NGNCs as it encourages circulation of pedestrian flow throughout the centres. The results from the factor analysis showed that seven common factors namely, "Centre features", "Comfort of travel", "Goods and services", "Parking needs", "Promotion" "Value of travel" and "Adequate signage" are significant in affecting shoppers' patronage behaviour. Hence, the management should draw attention to areas of inadequacy of selected NGNCs in order to better serve residents' needs. In addition, the findings from this study would be useful in the future building of NGNCs.
URI: https://scholarbank.nus.edu.sg/handle/10635/213381
Appears in Collections:Bachelor's Theses

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