IMPACT OF CINEPLEX AND HYPERMARKET ON THE SUCCESS OF SHOPPING MALL

Abstract

A successful shopping mall is the product of many forces, one of which, being the presence of the anchor retailers which serve as a magnetic attraction that generates patronage to the mall. The objective is to create a winning tenant mix with the right anchor tenant to attract patronage.

This research seeks to examine the magnetism of the anchor retailers, particularly the Cineplex and the hypermarket, and their impact on the success of shopping malls. In addition, it also seeks to investigate consumers’ preference in the choice of shopping malls and anchor retailers.

A survey on 400 shoppers in four selected suburban and city shopping malls in Singapore was conducted. The results indicate that the presence of anchor tenants is an imperative contributing factor to influencing consumers’ to patronize a shopping mall. The study reveals that the result is not conclusive for the Cineplex, although the presence of hypermarket does accentuate the magnetism of shopping malls. Due to its comprehensive-variety-under-one-roof concept, the hypermarket appears to be the rising star of the anchor stores.

An important implication of this research is that it enables shopping mall owners and managers to acquire a better understanding of the fundamentals affecting shopping decisions. This would allow them to formulate the right strategies and select the appropriate anchor tenants to operate in the shopping mall in order to ensure its competitiveness and continued success.