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Consumer decision making and store patronage behaviour in Traditional Chinese Medicine (TCM) halls in Singapore

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  • Tan, Jaclyn Pit Ting
  • Freathy, Paul

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.

Suggested Citation

  • Tan, Jaclyn Pit Ting & Freathy, Paul, 2011. "Consumer decision making and store patronage behaviour in Traditional Chinese Medicine (TCM) halls in Singapore," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 285-292.
    • Handle: RePEc:eee:joreco:v:18:y:2011:i:4:p:285-292
    DOI: 10.1016/j.jretconser.2011.02.002
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    References listed on IDEAS

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    1. Yee, Shen-Kuan & Chu, Swee-Seng & Xu, Yi-Min & Choo, Peck-Lin, 2005. "Regulatory control of Chinese Proprietary Medicines in Singapore," Health Policy, Elsevier, vol. 71(2), pages 133-149, February.
    2. David Reisman, 2006. "Payment for health in Singapore," International Journal of Social Economics, Emerald Group Publishing, vol. 33(2), pages 132-159, February.
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