| Summary: | This project has been conceived out of a desire to learn more about consumer shopping behaviour in Singapore which is a relatively unexplored area of research in this part of the world. Specifically, the exploratory study examines how Singaporean shoppers respond to the newly-built major retailing centres in the suburbs; the recently- opened Tiong Bahru Plaza is used as the focal model for this retail study.
The findings of this study confirms the consumer profile of a mall shopper in Singapore as discovered by Kho (1993) but also reveals that the overseas and local mall shopper profile differs greatly. The Singaporean mall shopper is younger and has a lower household income as compared to his/her overseas counterpart. Location is also found to be one of, but not the main draw card that pulls consumers to decentralised malls. However, it underlies many of the reasons discovered on why consumers prefer a particular shopping mall over another.
On the research front, this study provides a modest input in adding further empirical knowledge about some aspects of consumer shopping behaviour in Singapore. In general, the study contributes to existing theories and concepts in the field ofretailing.
From a practical standpoint, the findings have some strategic implications for marketers in retailing with respect to the importance of store location and how this, among other things, can be used to attract shoppers.
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