NON-MONETARY RELIEF SCHEMES FOR RETAILERS

Abstract

This dissertation investigates shopping mall retailers' evaluation of six proposed non¬ monetary relief schemes. Specifically, the study attempts to determine the extent to which retailer can use the different schemes to either improve sales or minimize cost. The hypothesis is examined using responses to scaled measures investigating retailers' preference for the different types of relief schemes as well as examining the extent of each scheme in helping them. As such, the overall objectives and contributions of the dissertation include: 1) an investigation of retailers' perception on the extent of each scheme in improving their retail business; 2) an exploration of the various types of non¬ monetary relief schemes; and 3) a determination of the retailers' preference of non¬ monetary relief schemes based on shopping malls in central area and outside central area, as well as retail-types considerations. According to the survey form the Likert scale of 1 to 4 is in decreasing order of preference, i.e. 1 represents 'most preferred' and 4 represents 'not preferred at all'. The scheme having the highest mean score is subsidized advertising and promotion of 3.32 close to 4 (not preferred at all). Whereas the top three most preferred schemes according to retailers are 1) sublet a portion of shop space, 2) allowing to extend the operation hours, and 3) reduction of shop space, which having a low mean score of 1.6, 1.85, and 2.22 respectively close to 1 (most preferred).