Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/223854
Title: REGIONAL AND CENTRAL MALLS: SUBSTITUTES OR COMPLEMENTS
Authors: SETO WAI PING ISABELLE
Keywords: Real Estate
RE
Lum Sau Kim
2015/2016 RE
Issue Date: 3-May-2016
Citation: SETO WAI PING ISABELLE (2016-05-03). REGIONAL AND CENTRAL MALLS: SUBSTITUTES OR COMPLEMENTS. ScholarBank@NUS Repository.
Abstract: Regional malls have emerged as competitors to central malls in recent years. This research analyses if regional and central malls are substitutes or complements by studying the diversification of functions served by these establishments. We use a sequential qualitative and quantitative approach to study shoppers’ behaviour and their attitudes towards the malls in different areas. Only residents are studied as tourists do not frequent suburban malls. The hypothesis that there are significant differences between regional and central malls in terms of shoppers’ behaviour and perceptions is affirmed. There is a diversification of function with regional malls catering more to necessities and certain household goods while comparison goods are the mainstay of central malls. To compete, suburban malls must revise their ambience, entertainment, retail offerings and security aspects as they are generally not first-choice shopping locations to residents. Additionally, shoppers spend more time and money in the urban district. Suburban malls cater more to leisure trips while central malls attract fill-up trips (purchases of more than 1 or 2 items). The study also found that shoppers tend to associate buying certain items from certain malls. In conclusion, regional and central malls are viewed as complements despite choosing the best regional malls in this study. For regional malls to substitute central malls, changes in shopper mind-sets are needed. Hence, in terms of mall positioning, suburban malls may have to consider if it is worthwhile to invest more to compete with central malls.
URI: https://scholarbank.nus.edu.sg/handle/10635/223854
Appears in Collections:Bachelor's Theses

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