WHITMORE SQUARE

Improvement of Whitmore Square by Night Market

Improvement of Whitmore Square by Night Market

Introduction

The purpose of the study was to gain a better understanding of the factors leading to the dynamism and performance of night markets Adelaide Whitmore Square, the characteristics of the night market, the traders, the customers and the visitors; and to determine the density and diversity of the night market. The Malaysian night market was based on the concept of open-air shopping, where street hawkers or petty traders occupied a designated part of a street to set up their stalls. The night markets offered wide range of foods and non-food items and they would usually operate once or twice a week depending on the popularity of the night markets in the Adelaide Whitmore Square.

They could be considered as business incubators for aspiring entrepreneurs since they would need to put in a very small investment to start the business, the risk of failure was minimal, and there was the opportunity to earn a hefty income. The six variables studied were: Market characteristics, Traders profile and characteristics, Customers profile and characteristics, Visitors profile and characteristics, Local authority level of support and services provided, and Surrounding communities and characteristics. Additionally, three other aspects that were also examined were the economic effects on surrounding communities, the aspects of competition among traders, and the product type, range and prices. The findings indicated that the night market studied was very vibrant with high density of traders and customers especially during peak period; high diversity of customers with the different ethnic and age groups; and high degree of social interactions with encounters that represented 'heads up' interactions among and between customers and traders.

Importance of the Night Markets

Local authorities had begun to realize the night market's roles in encouraging the youth population greater involvement in business. They could be considered as business incubators for aspiring entrepreneurs since they would need to put in a very small investment to start the business, the risk of failure was minimal, and there was the opportunity to earn a hefty income. The night markets provided the opportunity for those individuals to develop self-confidence, to enhance their business and marketing skills, and to build rapport with suppliers and consumers.

Study Approach

The market characteristics, demographic profiles and behaviourial aspects of traders, customers, surrounding communities, and visitors were clustered to discern common patterns. Market Environment was examined from its physical setting, market atmosphere, the night market size, and the variety of products. Traders which were small, petty traders, who participated in the selling activities at the night market on a full time job, or to supplement their income, or for the purpose of learning business skills. The Customers were those that patronized the night markets, whether on a regular or irregular basis.

Visitors were tourists or individuals who came to the market not with the main intention of buying. Surrounding Communities were residents living in the same locality and shared some common ...