Identifying the Dimensions of Suburban Shopping Centres and “Pasar Malam” (Night Markets) in Singapore from a Shopper’s Perspective

Abstract

Over the last decade, there have been drastic developments of “pasar malam” or night markets and suburban shopping centres within the suburban public housing estates in Singapore. The “pasar malam” belongs to the bazaar sector, while the suburban shopping centre belongs to the firm-centered sector within the retail marketing system. In view of their differences, using a sequential mixed method approach involving a qualitative/quantitative sequence, this paper aims to examine how shoppers perceive both retailing entities. Principal component analysis and weighted factor ratings show that “pasar malam” and suburban shopping centre have different niches and, image structures notwithstanding, that there are some common images between them. These findings have significant implications on retail planning and management of the retail marketing system within the suburban public housing estates in Singapore.