IMPACT OF NORTH-EAST MRT LINE (NEL) ON SHOPPERS' BEHAVIOUR AND RETAIL BUSINESS

Abstract

The implementation of the NEL has augmented the already excellent public transportation. The NEL has provided a greater accessibility and mobility to the public and shopping malls located along the NEL are made more accessible by all shoppers. This would translate into tough competition among shopping malls in attracting new shoppers and preventing their existing pool of shoppers being lured away by their attractive competitors. Accessibility to a shopping mall is one of the factors that affect shoppers' behaviour. However, due to increasing affluence of the general public, other factors also plays an equally important part. From the findings, it shows that shoppers are more sophisticated now, they will not compromise their expectations of a shopping centre for the ease of accessibility. They will ensure that their purchasing needs and goals can be satisfied by the particular shopping centre before considering the use of NEL. In the perspective of retail business, the presence of NEL will pose a threat to those shopping centres which do not meet the goals of the shoppers as shoppers now can travel other shopping centre that provides what they require.