Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/219372
Title: A YOUTH-NICHE SHOPPING CENTER AND ITS ATTRIBUTES - THE HEEREN SHOPS
Authors: DU YUN ZHEN
Issue Date: 2004
Citation: DU YUN ZHEN (2004). A YOUTH-NICHE SHOPPING CENTER AND ITS ATTRIBUTES - THE HEEREN SHOPS. ScholarBank@NUS Repository.
Abstract: The retail scene in Singapore is a challenging one as retailers and mall operators grapple with high operating cost, a weakening Singapore dollar, competition from the region, and a shortage of skilled sales staff. In addition, retailers and shopping center management also have to respond to the changing needs of the Singaporean consumers who have become better informed and more sophisticated. In response to the changing landscape, the retail industry is forced to restructure and rethink its strategy. Retailers and mall operators have to learn to segment their market, differentiate their malls and products, embark on customer loyalty building programs and create innovative advertising and promotion programs that will draw the crowd to their malls. Adopting market segmentation strategy as a mall concept, niche malls target a particular group of people and tailor the tenant mix and advertising and promotion efforts to meet the needs of the targeted segment. The Heeren Shops is the first niche shopping center to successfully differentiate itself by targeting the youth market segment. Being a new retail concept in the marketplace, youth-niche shopping centers have received little or no attention in the literature. Thus, this study will attempt to examine the attributes of a youth-niche shopping center and assess the level of importance that the youth market places on mall attributes and satisfaction with these attributes via shopper perception surveys
URI: https://scholarbank.nus.edu.sg/handle/10635/219372
Appears in Collections:Bachelor's Theses

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