A STUDY OF SHOPPING MALLS FOR EXPATRIATES IN SINGAPORE

Abstract

Over the years, there are more and more expatriates from around the world had come to Singapore to work and live. In order to retain these talented expatriates, there is a need to make them feel comfortable just like having a home away from home in Singapore. This has resulted in an increasing demand to have a place which they makes them feel comfortable like home. Singapore has a wide variety of Shopping Malls but few can really cater to the needs of the expatriates. For the purpose of this study, Caucasian expatriates from the European countries, North America, the White American and Australia are chosen as the target group of consumers. Culture differences do have a difference in preferences over certain products and services. Surveys were conducted to find out the spending patterns, frequency of shopping and what they favours in shopping malls. The result of the survey were analyses and presented. The expatriates do have their preferences over certain products ranges and mostly favours the products from their home country than local products. They strongly emphases on the importance of good ambience and customer service in Shopping Malls. Shopping Malls to them is more than just trading of goods and services but also a place for social gatherings and lifestyle living. The study revealed that there is a niche market available to this target group of consumers who have high disposal income. Developers may capitalize on this information and plan a marketing strategy to capture this niche market.