A study on the profile of deparment store shoppers in Singapore.

The retail scene in Singapore is sluggish since the beginning of 1992. With the intense competition, high business costs, and changing consumers’ shopping habits, many department stores have suffered whopping net losses. Therefore, it is important for the stores’ management to understand the needs of its customers. The objective of this report is to profile the frequent and occasional department store shoppers in terms of their demographics and shopping patterns. Additionally, this study aims to determine the shoppers’ views of the store attributes that may influence their choice of department stores. Mall-intercept interviews were conducted with the use of questionnaires. The data gathered were then analysed. The results generated show that frequent shoppers are mainly young females that are single and have higher educational level as well as income. They enjoy shopping on weekdays and usually spend more time and money in the store per visit as compared to the occasional shoppers. Moreover, it is found that both frequent and occasional shoppers see customer service as the most important factor that may atTect their store patronage decisions. Other factors include the stores’ merchandise and its environment.BUSINES