Modelling the Effects of Shopping Centre Size and Store Variety on Consumer Choice Behaviour

Environment and Planning A - Tập 29 Số 6 - Trang 1073-1090 - 1997
Harmen Oppewal1, Harry Timmermans1, Jordan J. Louviere2
1Department of Urban Planning, Eindhoven University of Technology, PO Box 513, 5600 MB Eindhoven, The Netherlands
2Department of Marketing, University of Sydney, Sydney, NSW 2006, Australia

Tóm tắt

In this paper it is argued that models of consumer choice of shopping destination have included few attributes related to the selection of stores available in a shopping centre. The authors seek to develop and illustrate empirically a way to define the selection of stores in shopping centres, such that effects of various modifications to the available selection can be modelled by conjoint analysis (or stated preference of decompositional choice) methods. Profiles of hypothetical shopping centres are developed that describe the total size of centres as well as the marketing mix positionings of the individual stores within these centres. The approach is implemented in choice experiments, one on food shopping and one on shopping for clothing and shoes. Logit models are estimated and compared for these two product categories and for large versus small centres.

Từ khóa


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Thông tin
Thông tin xuất bản

Environment and Planning A

Tập 29 Số 6

1073-1090

Thông tin tác giả