Shopping centres may be located either in the centres of large cities or on land between areas of large-scale population.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2011). The mark or mark type is shown in brackets.

1. [2] (a) (i) Any two points x 1 mark each or one well-explained point x 2 marks: an area within a large town/outside a large town; where there is a range of shops offering a variety of goods; such as unit retailers/department stores (must give a range of shops for this mark); may be on several floors; may have a large car park; large building. Any other relevant point.
2. [2] (ii) Any two reasons x 1 mark: they want a variety of goods; they want to visit a wide range of shops; they want one-stop shopping; they want to benefit from the other services/facilities in the shopping centre; they are able to park easily; the shops are open for long hours/weekend shopping; they can do food shopping there as well as other shopping; shopping centres are a reasonably secure environment in which to shop; shopping centres are pleasant places to visit. Any other relevant point.
3. [4] (iii) Any two explained reasons x 2 marks each: they attract large numbers of shoppers who want to visit a range of shops; the small-scale retailers hope that the attraction of large-scale retailers for shoppers will increase their trade; all kinds of shops can benefit from the advertising of the shopping centre as a whole and so save costs; they are provided with good facilities in which to operate and so can attract staff to work there; shopping centres often have good security arrangements and so all kinds of retailers feel that their businesses are safe there; shopping centres provide both small and large units to attract different kinds of shops; small-scale retailers tend to run speciality shops. Any other relevant point.
4. [6] (b) Level 2 (4-6 marks) Candidate has discussed the statement and has shown, with reasons, why small-scale retailers still survive in many countries. Shopping centres and large-scale retailers have reduced the trade of small-scale retailers in many parts of the world. Small shops have shut in town centres where there are large-scale retailers on the outskirts. Many small shops selling food and household goods have stopped trading because of competition from supermarkets and hypermarkets, which have the capital to buy in bulk and, because of economies of scale, are able to offer cheap prices. On the other hand, in many parts of the world where populations are scattered and where communities are small, small-scale retailers are still flourishing. It would not be worthwhile for large-scale retailers to locate in these places. Small-scale retailers are still popular because they offer good service to customers who live close to them. They may offer informal credit, delivery, personal service and goods in small quantities. Other small-scale retailers offer a speciality service or product for a small and select market and so are able to flourish in places such as Singapore. There is no doubt that the trade of small-scale retailers has been reduced by the growing importance of shopping centres and large-scale retailers in many towns and cities but they are still important where local people, with poor transport, are dependent upon them. Level 1 (1-3 marks) Candidate has commented on the growth of large-scale retailers/shopping centres and has given some statements as to why small-scale retailers still survive. Large-scale retail chains continue to grow in importance. In many places small shops cannot compete and so close down. In other places small shops survive. They do so because they may offer personal service. They may also offer credit.
5. [2] (c) 1 mark for choice and 1 mark for a valid reason for each section: (i) along busy streets in the Central Business District (CBD)/in the centres of towns and cities; plenty of passing trade/tourist trade/large centres of population.
6. [2] (ii) in the middle of residential areas/small villages/busy streets in CBD/in centres of towns and cities; near to customers/customers may want to shop daily/can open to suit customers.
7. [2] (iii) along busy streets in CBD/in centres of towns and cities; need to be close to other shops/areas where shoppers visit/can afford the high rents. Any other relevant reason.