Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/222611
Title: THE IMPACT OF TENANT ALLOCATION IN ENHANCING THE MAGNETISM AND PATRONAGE OF SUBURBAN RETAIL MALLS
Authors: FOO SUAN KIAT
Keywords: Real Estate
Issue Date: 31-May-2010
Citation: FOO SUAN KIAT (2010-05-31T08:29:34Z). THE IMPACT OF TENANT ALLOCATION IN ENHANCING THE MAGNETISM AND PATRONAGE OF SUBURBAN RETAIL MALLS. ScholarBank@NUS Repository.
Abstract: An important issue faced by the owners of the suburban shopping centers is how to attract shoppers to patronize their malls amid the competition arising from the prime shopping belt such as Orchard area and Marina Bay. This dissertation examines the mall performance of the selected suburban malls in Singapore by measuring their magnetism and patronage in relation to tenant allocation. First, Frequency of Visit, Duration of Travel and Duration of Stay are chosen for the measurement of the magnetism of the selected suburban malls. The survey findings show that Tampines Mall, Jurong Point and Causeway Point occupy the top position of the most magnetic suburban shopping centers among the selected suburban malls for the study. Next, a rigorous evaluation of the tenant allocation strategies which comprises tenant mix, tenant placement and space allocation reveals that Ang Mo Kio Hub, Jurong Point and Junction 8 have relatively better tenant allocation strategies to the rest of the suburban malls. In addition, the correlation between the suburban retail malls’ magnetism and tenant allocation strategies. The findings show that the tenant allocation and mall magnetism of the suburban malls is positively correlated by using the One Tailed Pearson Correlation test. The positive relationship shows that tenant allocation strategies play a crucial role in enhancing the mall magnetism. A forecasting model is developed to examine the relationship between the tenant allocation strategies and mall patronage. The result shows that tenant mix and space allocation are statistically significant to the regression model and hence should be adopted as a good independent variables to forecast the mall patronage of the suburban malls in relation to tenant allocation strategies. Finally, an overall patronage motives to the selected suburban retail malls are evaluated. The findings show that on average, the accessibility and the location of the suburban retail malls are still the main patronage motives that the respondents consider when they patronize the suburban retail malls. Retailer attributes such as wide variety of products and stores as well as the design and layout of the suburban retail malls also receive significant responses from the respondents. This result again justifies the importance of tenant allocation in enhancing the mall magnetism and patronage. In conclusion, the analysis performed in this study provides a better insight to measure the suburban mall magnetism and patronage by examining the impact of the tenant allocation strategies. Recommendations are also been made to improve the effectiveness of the tenant allocation strategies for the average performing suburban malls. The dissertation also highlights the limitations of the research and finally, recommendations are suggested for further studies.
URI: https://scholarbank.nus.edu.sg/handle/10635/222611
Appears in Collections:Bachelor's Theses

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