FACTORS AFFECTING PATRONAGE AT MOM-AND-POP STORES IN SINGAPORE

Abstract

Declining number of mom-and-pop stores have been constant since the 1980s with the growing economic development that Singapore experiences. These numbers have shrunk from approximately 3,000 to about 200 presently. These traditional retailers are experiencing difficulties in surviving with the increasing disposable incomes of Singaporeans, the growing transport network and more chain stores moving into heartland areas. The objectives of this study is to ascertain if location is the most important factor in affecting patronage and the presence of other elements affecting patronage. The main findings of this research indicate that location is not the most important factor in impacting patronage options. Other factors such as age, operating hours of mom-and-pop shops, product assortment, additional services and price advantage of chain stores are important in affecting patronage. Observations indicate that the most significant factors are location and range of merchandise. Engaging in other retail forms with the absence of traditional retail forms is also examined. It indicates that consumers’ age had statistical significance in determining their choice of retail types. Recommendations for this study would be operators’ efforts to engage in associations to provide product assortment with lower prices. In addition, merchandise could target more specifically at consumers from younger age groups to capture demand.