EXPLORATORY STUDY OF ENTERTAINING SHOPPING EXPERIENCE IN ORCHARD, MARINA AND SUBURBAN SHOPPING DISTRICT

Abstract

With the increasing number of shopping centers in Singapore and competition between city and suburban malls, the need to understand the shoppers' mindset is ever more important. This study seeks to examine how shoppers perceive entertaining shopping experience in Orchard, Marina and Suburban shopping district. The research has adopted a mixture of qualitative and quantitative method in the form of in-depth interviews and survey. 14 retailer attributes, 6 customer attributes and 15 transport mode/travel attributes are found from the qualitative research. Using entertaining shopping experience rating, principal component analysis and the weighted factor rating in the quantitative research, the study has confirmed and compared the factors influencing entertaining shopping experience in these three shopping districts. Furthermore, this study shows that entertaining shopping experience has a role to play in influencing the frequency of shoppers' visits. This study reveals interesting findings which will assist shopping center management; developers or any other stakeholders to not only attract customers but also to retain existing ones. It is important to make shoppers feel happy and satisfied with the shopping trip and shopping management should consider all the significant factors affecting their repatronage.