Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/221159
Title: MALL IMAGE : PERCEPTIONS OF SHOPPERS WITH RESPECT TO RACE AND GENDER
Authors: GOH HUI LING
Keywords: Real Estate
Issue Date: 31-May-2010
Citation: GOH HUI LING (2010-05-31T08:32:22Z). MALL IMAGE : PERCEPTIONS OF SHOPPERS WITH RESPECT TO RACE AND GENDER. ScholarBank@NUS Repository.
Abstract: In recent years, shopping malls are increasing in numbers and need to have a good image to enhance their attractiveness. A comprehensive retail assessment is vital in identifying the perceptions and demands of consumers. In addition, shopping behaviours of shoppers should also be considered when building a good mall image. As individuals have different socio-economic characteristics, analysis of these elements is important. However, not many retail studies were undertaken to examine differences of shoppers with respect to gender, namely, the female and male shopper as well as race, namely, the Chinese and Malay shoppers. The analysis based on these groups will provide retailers with broader and more accurate perspectives on what constitutes a good mall image. This research attempts to study mall image from the perspectives of gender and race. A mixed-method design was adopted for the data collection. Interviews with 25 real estate professionals were first carried out to find out their views of the factors that affect a good mall image. Supplemented with literature review, these factors were used to formulate the survey questionnaire. A total of 600 respondents were chosen based on both cluster and random sampling and interviewed personally for their views. Analysis of the data collected was carried out using the SPSS version 16. Means of the different factors with respect to gender and race were being compared and evaluated based on 4 key factors: mall access, mall atmosphere, mall amenities and price/product promotion. The study found that the 4 groups of shoppers viewed mall access as the most important factor affecting a good mall image. Malay shoppers believed that a good mall image should have excellent mall amenities while Chinese shoppers placed a higher importance on price and promotions instead. Male shoppers tend to focus on the mall amenities as well as the product/price promotions. This may be due to the nature of the male shoppers who are usually task oriented. Female shoppers, on the other hand, believe that a good mall should have a good mall access.
URI: https://scholarbank.nus.edu.sg/handle/10635/221159
Appears in Collections:Bachelor's Theses

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