UPSCALE OR CONVENTIONAL MALLS: A STUDY ON MODERN SUBURBAN SHOPPERS

Abstract

Singapore’s suburban retail scene has traditionally differed from the downtown retail scene. Recent developments have closed the gap as new suburban malls see an influx of upscale retailers. The objective of this study is to gain a better understanding of suburban shoppers behaviour when faced with two different types of malls in close proximity to each other. From the perspective of suburban shoppers, the older conventional mall type is patronized more frequently than new upscale malls. Also, the shoppers surveyed did not identify either mall as a substitute for the other but instead, the malls exist with a complementary relationship in which shoppers patronize both malls albeit with different degrees of frequency. This is supported by comparable levels of satisfaction towards the tenant choice found in each mall although it is suggested that while shoppers generally have a positive opinion towards upscale retailers, it is the lack of conventional retailers that results in a fall in patronage and satisfaction. Shoppers also indicated that they were not less likely to patronize the conventional suburban malls due to the presence of upscale suburban malls in the vicinity and a majority chose the conventional mall as their mall of choice. Based on this, it can be concluded that conventional malls are still very relevant in today’s context and remain competitive despite the growing trend of upscale suburban malls.