Mall Culture: Waltermart and SM City, Calamba

Ever since I was young, I already frequent malls here in Manila. I found a haven in shopping, eating, and meeting my friends in malls. I can be considered your ordinary mall-rat. But, I wasn’t really sure about the malls outside NCR.

On our fieldtrip, we were tasked to observe malls on a late Friday afternoon. The malls were SM City Calamba and Waltermart, because they were very near each other. We were tasked to observe the type of people who are in the mall. The activities they engage in, the nature of establishments, and the overall ambiance

I have never been inside a Waltermart. I always had the perception that it would be dirty and filled with vendors. But, I was shocked when I entered in Walmart Calamba, when I saw a pretty normal mall. The first thing that came into my mind was the mall near our home, Ever Gotesco Ortigas.

On the other hand, SM City Calamba looked like any other mall in Manila. I was surprised that is was very big. It is similar to the shape of SM Megamall in Pasig. SM mall have a distinct style, because they follow a motto which is “we got it all for you”.

The people in Waltermart didn’t really fill up the mall. Most are from low class b to d. All age groups and genders were represented. But, most of the people were from ages 18-40, or the working age group. They mostly wear shorts and slippers or work clothing. The mall had amenities such as movie houses, and a bingo area, where people can pass the time. There was also a salon, dental and derma clinic, where they can avail services. But, most shops contained clothing, accessories, and electronics, so people just walk around and window shop.

There were a lot of people in SM. Upon entering, I first noticed that majority of the people were students, because they were wearing their uniforms. Second were families, who were with their children, and third the working class. Women, also, out numbered men. The movie houses and the entertainment area keeps the people entertained. Service based shops, like salons, spas and clinics, also keeps the people in the mall busy. What makes SM different from Waltermart is its activity center. During our observation time, there was a pageant, then a singing contest that took place. It attracted so many people.

The establishments in Waltermart mostly addressed the needs of the people who go there. The prices offered by the shops were relatively cheap to cater to the market. Shops like GIBI, UNO, and low-end stores that produce styles similar to the expensive brands are available to cater the low-end market. The stores in Waltermart are also mostly Filipino brands. The shops are also arranged inside the mall. Beside the entrance of the mall, fast food and popular restaurant chains are lined up. Upon entering, you can see products laid out to invite you inside the mall. At the ground floor, you will see mostly small to medium sized products like electronics, accessories, perfume, and magazines. Going up, there you will see clothing stores, service based shops, the bingo, the movie house, and and home furniture center.

SM City Calamba caters to a more well off market than Waltermart. This is why they don’t only have Filipino brands, but imported brands as well. Stores like Regatta, All Flip Flops, and Folded and Hung are more pricey than the stores in Waltermart, because they offer great style and quality as well. The arrangements of the shops are similar to other SM malls. They categorize the stores into what product they sell. On the first and second floor, you will find a mix of store clothes and restaurants. On the third floor, there is a mix of service oriented shops, and clothing stores. The mall also has a food court, department store, and supermarket. SM segregated all the gadgets or electronic stores in one place.

The overall ambiance of Waltermart is very different from SM City Calamba. Waltermart has a very upfront feel. The mall only caters to its market, providing them the products they need. On the other hand, SM caters to the more high-end market. This entails a more comforting ambiance, because people go there not just to purchase products, but also spend time with friends or bond with family.