SHOPPING OPTIONS AND CHOICE IMPACT OF NORTH EAST LINE

Abstract

Shoppers' choice behavior is multifaceted. Several attempts were done to understand such behavior. However, in these studies, the issue of transportation was often neglected. Although, Ibrahim and McGoldrick (2003) had included transportation element in their research, this is not sufficient and thus prove scope for further research. Using NEL as a case study, this research examines the impact of a new transport on shopping behavior. A sequential mixed design, involving both qualitative and quantitative sequences was carried out. An in-depth interview was used to gain insight into the research problem before an extensive survey was conducted to analyze the changes in residents' shopping behavior and patterns. In this study, three shopping options were chosen as a comparison of change. They are shopping centers within the town of residence, along NEL and in the city area. Residents were asked to indicate their shopping travel behavior before and after the NEL. Shopping behavior was measure in term of frequency of shopping trips, type of retail products purchased and mode of access to the selected shopping options. Findings from the surveys provide empirical evidences to show that a change in the transportation system does affect shopping behavior. This study not only adds to current retail and transport literature, but will also provide useful implications for the retailers, shopping center managements, planners and transport operators.