What determines where people shop? Why would shoppers visit one shopping centre rather than another? Answers to such questions can be of crucial importance in the development and management of shopping centres. Developers, backers, planners and Government will wish to make reliable estimates of the viability of proposed new centres. Developers wish to plan, build and/or improve shopping centres so as to maximise profitable retail sales. These are some of the purely practical reasons for investigating shopping preferences. From a broader perspective there is a need to understand shopping as a fundamental aspect of modern society.
KeywordsMarketing Existing Centre
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