Hypermarkets and the Small Retailers in Malaysia: Exploring Retailers' Competitive Abilities

Abstract

ABSTRACT The emergence of multinational retailers, especially in grocery retailing, has changed the retail scenario in Malaysia over the last decade. In the past, grocery retail formats such as supermarkets, minimarkets, and night markets dominated the Malaysian retail scene, consumers are now given the choice of shopping in large retail outlets where new retail formats such as hypermarkets, warehouse clubs, and superstores now thrive and are increasingly gaining in popularity. Interestingly, large retail concepts are predominantly associated with multinational retailers such as Carrefour, Makro, Giant, and Tesco. The presence of large retailers brings with it the question of dominance and implications of changing customer preferences. This study assesses the perception of small retailers toward their abilities to compete effectively in an industry where large, multinational retailers appear to be dominating. It appears, however, that the small retailers possess distinctive qualities in relation to their strategic inputs that can essentially differentiate them from their larger competitors. It is suggested that some regulatory measures especially by local authorities are necessary, but this must not be to a point of curbing healthy competition among the different types of retailers.