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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PENUBUHAN PASARAYA , PENGGUNA
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