HDB SHOPS: SHOPPING BEHAVIOUR AND THEIR CONTINUED RELEVANCE

Abstract

Retailing is an integral aspect of the Singaporean lifestyle. With the expansion of retail options in line with national planning goals, HDB shops are increasingly under threat from the competition posed by suburban malls that potentially offer a better shopping experience. This study examines consumers’ satisfaction level with, behaviour at and perception of HDB shops using a survey with 280 respondents in the town centres of Bishan and Toa Payoh. The statistical analysis include mean scores, cross-tabulation and One-way ANOVA tests. The majority of the respondents view HDB shops as an essential component of Singapore’s retailing landscape and will continue to patronise them. The convenience, variety and affordability of goods and dining options at HDB shops are highly valued by consumers. The number of visits to HDB shops and retail malls is similar but respondents suggest that HDB shops can improve on advertising activities and atmospheric shopping experience. There are significant differences in the satisfaction levels by gender and by the town, suggesting that the results are not easily generalized. An implication of this study is that stakeholders in HDB shops should implement improvement measures in areas which they fared badly to remain competitive. The study also validate the role and importance of HDB shops in today’s context, planners and policy-makers can enact improvements to enhance a shopper satisfaction levels in future HDB shops.