PATRONAGE OF INCREASING F&B OUTLETS IN SINGAPORE SHOPPING CENTRES

Abstract

With the noticeable increase in F&B outlets in Singapore shopping centres, this study examines the motivating factors contributing to the increasing trend, the impacts of the trend and the patronage of F&B outlets A triangulation technique consisting of both qualitative and quantitative data analysis is adopted to achieve the research objectives. Qualitative data obtained from 25 in-depth interviews with shoppers highlighted several advantages and disadvantages of the increasing trend as well as the impacts on patronage. The key contributing factors to the increasing trend were thought to be rising affluence, increased “eating-on-the-go” and people dining out more often. Quantitative data was then generated from a survey of 350 respondents and was analysed with One-way Analysis of Variances (ANOVA). Four hypotheses were tested using the One-way ANOVA to test if there is significant difference across the different demographical groups for their tendency to purchase F&B items, their frequency of patronage as well as average spending on F&B items. Results revealed that there is significant difference between age groups in their tendency to purchase F&B items on a typical visit to a shopping centre and their average spending. The increase in F&B outlets is attributed mainly to increased dining out and “eating-on-the-go”. Consumers view the increasing trend with optimism rather than pessimism and this bodes well for business. A continual increase of F&B outlets as well as the proliferation of the trend can be expected in Singapore shopping centres in the years to come.