Modelling the effects of shopping centre size and store variety on consumer choice behaviour

H. Oppewal, H. J.P. Timmermans, J. J. Louviere

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50 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)1073-1090
Number of pages18
JournalEnvironment and Planning A: Economy and Space
Volume29
Issue number6
DOIs
Publication statusPublished - 1 Jan 1997

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