FEMALE SHOPPERS AND THEIR IMPACT ON SINGAPORE'S RETAIL MALLS

Abstract

The aim of this study is to investigate the shopper typology of female shoppers in Singapore and subsequently the impact such shopping behaviour has on shopping malls in Singapore in terms of mall attributes. In order to achieve this objective, a sample of 200 female respondents was collected through the use of convenience and snowball sampling. A set of structured questionnaire was used in the collection of primary data. The shopping typology of respondents was determined, followed by their individual shopping habits and preferences, level of importance placed on mall attributes, and lastly, demographics.

The collected data was analysed using descriptive statistics and analytical tools. Inferences and predictions were made by observing trends shown in the graphs, followed by deeper analysis through the use of ANOVA ad chi-square methods. Major findings indicated that a high percentage of 51.3% of respondents surveyed belonged to the category of economic shoppers, and that typology of individuals has an impact on the level of expenditure but not the frequency of shopping. The top five mall attributes were found to be variety of stores, price of products, customer service, layout and security respectively. Moreover, shopping typology was also found to have no significance on the importance placed on mall attributes. And lastly, as hypothesized, the level of expenditure was found to be dependent on the level of income of an individual.

The findings were then related and applied back to Singapore malls, with ION Orchard and Jurong Point Shopping Centre in particular. The attractiveness of both malls were evaluated based on their mall attributes and atmospherics in particular.