Consumer Decision Making and Store Patronage Behaviour in Traditional Chinese Medicine (TCM) Halls in Singapore

Citation

Tan JPT & Freathy P (2011) Consumer Decision Making and Store Patronage Behaviour in Traditional Chinese Medicine (TCM) Halls in Singapore. Journal of Retailing and Consumer Services, 18 (4), pp. 285-292. https://doi.org/10.1016/j.jretconser.2011.02.002

Abstract
This paper examines who patronises Traditional Chinese Medicine (TCM) halls in Singapore and for what purpose. A quantitative study of 400 respondents identifies that TCMs are used primarily for the improvement of health and well being rather than the treatment of more serious medical conditions. While the patronage of TCM stores is not restricted to the Chinese population, traditional Mom-and-Pop outlets have come under increasing pressure from new market entrants. When choosing a TCM outlet, customers consider price and quality to be important factors while trust in the store keeper was also identified as a key determinant of store choice.

Keywords
Traditional Chinese Medicine Halls; Consumer Behaviour; Store Choice Criteria

Journal
Journal of Retailing and Consumer Services: Volume 18, Issue 4

People

Professor Paul Freathy

Professor, Marketing & Retail