Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/220231
Title: A STUDY ON FEATURES, ROLES AND TARGET MARKET OF SUBURBAN SHOPPING MALLS IN SINGAPORE
Authors: MOK GUI RONG
Keywords: Real Estate
Wong Khei Mie Grace
2010/2011 RE
Issue Date: 18-Apr-2011
Citation: MOK GUI RONG (2011-04-18). A STUDY ON FEATURES, ROLES AND TARGET MARKET OF SUBURBAN SHOPPING MALLS IN SINGAPORE. ScholarBank@NUS Repository.
Abstract: Suburban shopping malls have been researched in a number of studies. However, most research studies on suburban malls considered these centres as homogeneous and very few studies examined the different types of suburban malls and how they might impact on shopping patronage. Therefore, this study aims to fill the research gap by first, identifying the various categories of private suburban shopping malls. Next, the differences between the various mall categories are investigated in order to determine whether there are differences between each mall category from the perspective of local shoppers. In addition, with the development of larger and higher quality shopping malls in the downtown, this study discussed the relevance and necessity of suburban shopping malls in Singapore today. Finally, attributes enhancing attractiveness of suburban shopping malls as well as recommendations to increase patronage in suburban centres are highlighted. The three main categories of suburban shopping malls identified are heartland, fringe and regional shopping malls. Based on the survey findings, the differentiating attributes between each mall category are car-park facilities, mall size, design and layout, reputation of developer, theme, environment and ambience, availability of resting points, variety of fast-food outlets, restaurant and cafes, presence of international fashion brands, and promotions and events. From the local shoppers’ perspectives, suburban malls remain competitive and necessary in the current Singapore retail market. The three main purposes of suburban mall patronage are for food and beverage, groceries and basic necessities and window shopping. The next most common trip purpose for shoppers to heartland, fringe and regional malls are for the purchase of books and stationery, fashion and accessories, and for leisure and entertainment respectively. The findings also suggested that the target market for the three suburban mall categories differ in terms of the average expenditure of shoppers, average duration spent in mall, and the time taken by shoppers to travel from home to mall. Lastly, the main trade area of suburban shopping malls located near HDB estates, particularly the heartland and regional shopping malls consists of nearby residents while the trade area of fringe shopping malls includes the nearby residents and beyond.
URI: https://scholarbank.nus.edu.sg/handle/10635/220231
Appears in Collections:Bachelor's Theses

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