IMPACT OF INTERNAL CIRCULATION ON MALL PATRONAGE

Abstract

Although there is a substantial amount of studies that displayed the effect of mall patronage, only limited studies show the other success factor for a shopping mall – internal circulation, and the inter-relationship between these two concepts. With shoppers’ growing sophisticated mind, the forces behind shoppers’ circulation are increasingly paramount to the success of shopping mall. In addition, it would be useful to also understand shoppers’ mind-sets and motivations behind their movement within the shopping mall. Many factors will influence shoppers’ decision to behave and move within the mall. They include attributes that are related to both patronage and internal circulation per se. The study focuses on factors that are related to shopper’s motive, tenant mix and mall design to find out whether they have an impact on decisions. Qualitative and quantitative method are administered to gather opinions from the general public in Singapore along the Orchard Shopping Belt. Through the findings, insights will be offered regarding the relationship between mall patronage and internal circulation and how they affect the establishment of a successful mall.