SHOPPING PATTERNS IN SENGKANG NEW TOWN

Abstract

To avoid overloading the Central Area, the 1991 Revised Concept Plan provided a blueprint to facilitate decentralization of commercial developments. Tremendous changes occured in retail developments, as the Concept Plan sets out the development of Regional Centres in the east (Tampines), west (Jurong East) and north (Woodlands). This led to waves of privately-owned new generation suburban shopping malls sprouting in the years that followed. Situated next to MRT stations and/or bus interchanges, these malls are centred on HDB new towns to tap into the growing and increasingly affluent HDB population. They target mainly at young families and concentrate on mid-end products. Their aim is to provide a one-stop shopping experience, bringing shopping virtually to the residents' doorstep. This study is seeks to examine shoppers' behaviour and preferences in the shopping centres in Sengkang New Town, which could be useful to retailers to position themselves in this relatively, saturated market. From the analysis of the findings, Compass Point is the preferred shopping centre in Sengkang as compared to Rivervale Mall/Rivervale Plaza. It is able to attract more female shoppers as compared to Rivervale Mall/Rivervale Plaza. The Chinese prefer to shop at Compass Point more than the other races at 80.8%. Rivervale Mall/ Rivevale Plaza appealed slightly more to the Indians with 58.3% of them preferring them to Compass Point. As for outshopping patterns, most teenagers and young adults below the age of 40 choose Orchard Road as a shopping destination outside Sengkang. Among those who prefer Orchard Road, majority of them are white collar workers and students. Another interesting result is that, Orchard Road appeals to shoppers of all income level except those with an income below $1,000.