SHOPPING EXPERIENCE AT THE MALL FROM THE PERSPECTIVE OF SINGAPORE YOUTHS

Abstract

Being ranked as one of the top shopping destinations in Asia, Singapore is well known as a shoppers’ paradise with its wide array of shopping malls. With a sound infrastructure, the shopping market in Singapore is expected to continue expanding leading to stiffer competition among mall owners. To better differentiate themselves, many newer malls are targeting emerging market segments such as youth shoppers. Recent market data from the world has shown that this market is lucrative especially for Asia whereby the rapid modernisation of China and India has led to more assertive and higher spending power among youths. In Singapore, such phenomenon can be observed as well. Positioned as a global city, it is imperative that research on youth shopping experience should be conducted so as to provide more information in assisting mall managers to provide better management and marketing strategies in their targeting. This dissertation was therefore carried out to provide a clearer understanding of factors that will constitute a positive shopping experience from the perspective of Singapore youths. Students aged 17 – 26 were surveyed to a list of given variables that are constructed from literature research. Youth friendliness was determined to be influential in affecting the shopping experiences of Singapore youths. The findings from the study have also revealed several latent dimensions for shopping mall attributes and youth friendliness that are important in influencing this shopping experience. It was concluded that shopping mall attributes are more influential than the perception of youth friendliness in affecting youth shoppers’ experiences. The dissertation ends by drawing past studies on youth shopping and referencing it to the research findings. Several recommendations were also proposed to mall owners for consideration.