Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/224039
Title: AN EMPIRICAL ANALYSIS OF SHOPPING CENTRE SIMILARITY ALONG THE ORCHARD SHOPPING BELT
Authors: ONG XIAO HUI
Keywords: Real Estate
Issue Date: 1-Jun-2010
Citation: ONG XIAO HUI (2010-06-01T09:27:29Z). AN EMPIRICAL ANALYSIS OF SHOPPING CENTRE SIMILARITY ALONG THE ORCHARD SHOPPING BELT. ScholarBank@NUS Repository.
Abstract: This dissertation aims to empirically validate the claims of the banality of the shopping scene along the Orchard Shopping Belt by: (1) conducting a shoppers’ perception survey; (2) applying a similarity measure and; (3) through hypothesis testing using the Wilcoxon Rank Sum Test. Both store type and store brand similarity will be explored among the 10 sample malls chosen for this study. It has been found that store type allocation similarity exists amongst the majority of the malls, with Fashion store types taking up more than half of the retail allocation. In terms of store brand uniformity, high instances of similarity in terms of retail chains can be found between Luxury Malls. Moreover, malls that are directly accessible via the MRT present a high measure of similarity, an interesting result from the store brand analysis. Lastly, Ion Orchard, a mall that employs multi-shopper segment targetting, registered high on the similarity stakes. The Wilcoxon Rank Sum Test for the three tiers of mall groupings concluded that no significant difference exists between the mean similarity scores of each tiered grouping. Lastly, the survey results mirrored the claims of industry insiders in that Orchard Road houses too many similar brand names. However, respondents also readily agreed that Orchard Road was comparable to other world-class shopping districts. Therefore Orchard Road has to constantly reinvent itself with new and creative concepts so as to remain competitive amongst its regional counterparts.
URI: https://scholarbank.nus.edu.sg/handle/10635/224039
Appears in Collections:Bachelor's Theses

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