PENUBUHAN PASARAYA BESAR TEMPATAN DAN IMPLIKASINYA TERHADAP PENGGUNA SERTA PENIAGA DAN PERUNCIT TRADISIONAL
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Date
2008-05
Authors
CHIN, PAULINE HUEY LING
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Abstract
This research is to examine the entry of local hypermarkets to Alor Star and its
implications towards the consumers and retailers who operate in traditional shop.
There are two local hypermarkets in Alor Star, namely Pacific Hypermarket, which
came as an anchor tenant to Star Parade in 1997 and Alor Star Mall in 2004.
Regarding to the location of the hypermarket. the origin of the location is out of
town or in a suburban area which retailers can acquire cheaper land to build large
store and car park to attract out of town shopping. As for Alor Star, the location of
the local hypermarket shows that Star Parade is operated within the municipality
and caters outlying population. It can be said that this local hypermarket is a vehicle
for enlarging and modernizing the central area shopping. Whereas the other local
hypermarket is located in the outskirts of Alor Star and it meets the criteria of the
location of the hypermarket. In this study, the factor which encourages the
consumers' respondent to shop in local hypermarket is the assortment , good
environment and the convenient of one stop shopping that provided by the
hypermarket. The study shows that most of the respondents prefer to shop their
toiletries and clothing in hypermarket. Besides that, respondents still have very high
visitations to wet market for vegetables and specialty shop for electrical goods. As
for the religion products, respondents also prefer to go to specialty shop. Besides,
the study shows that the local hypermarket to a greater and lesser extent had
affected the business of the retailer of the traditional shops but they all are co-exits.
The traditional shops like kedai runcit caters to a niche market that hypermarket
cannot serve while the other specialty shops are focusing on their good services to
customers.
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Keywords
PENUBUHAN PASARAYA , PENGGUNA