A FEASIBILITY STUDY OF 24-HOURS SHOPPING MALL IN SINGAPORE

Abstract

Recent societal development due to globalization has led to diversification of working time pattern and extended working hours. As a result, it has led to burgeoning demand for extended operating hours and 24-hours businesses operations in recent years in Singapore. Thus, this provided an impetus to examine the feasibility of an one-stop 24-hours shopping mall in Singapore.

This dissertation aims to investigate the various possible critical factors that could influence the level of success of 24-hours shopping mall as well as to examine the feasibility of an one-stop 24-hours shopping mall in Singapore. The research method utilized was the triangulation process that consists of the analysis of both qualitative and quantitative data.

The dissertation encompasses two in-depth case studies of 24-hours shopping malls, namely Mustafa Centre (Singapore) and Core Pacific City (Taiwan). It presents exploratory evidence from observations made during a six-nights observational study and a four-nights observational study at Mustafa Centre and Core Pacific City, respectively. In addition, qualitative data was collected through in-depth interviews with late-night shoppers, service staff and management during the observational study. The dissertation also shows exploratory evidence from a quantitative survey of 252 non-late night shoppers, which revealed their level of acceptance of 24-hours mall as well as the various push and pull factors of a 24-hours mall.

The results indicate that with proliferations of ‘unconventional’ lifestyles and criticism of local nightlife among modern consumers, 24-hours shopping mall could offer a service that is highly appreciated by a fraction of the Singapore population. The results further highlight the various pull and push factors that could be deemed more significant by non-late night shoppers. The dissertation finishes by providing a series of possible recommendations for 24-hours shopping malls in Singapore.