Shopping Center Patronage Motives

RESEARCH ON A SAMPLE OF ADULT FEMALE SHOPPERS IN ATLANTA, GEORGIA, REVEALED 2 SHOPPER TYPES - THE CONVENIENCE SHOPPER AND THE RECREATIONAL SHOPPER. THE SEGMENT THAT SEEMED TO VALUE CONVENIENCE AND OTHER ECONOMIC RELATED FACTORS MOST HIGHLY IN SELECTING SHOPPING-CENTERS ALSO INDICATED A STRONG NEGATIVE INTEREST IN SHOPPING AS A LEISURE ACTIVITY. THE SEGMENT THAT SOUGHT QUALITY AND VARIETY IN CENTER SELECTION EXPRESSED A STRONG AND POSITIVE INTEREST IN SHOPPING AS A LEISURE ACTIVITY. THE SHOPPING CENTER MUST FIRST MEET THE NEEDS OF THE CONVENIENCE SHOPPER IN TERMS OF LOCATION AND EASY ACCESSIBILITY. THIS AREA WOULD INCLUDE ADEQUATE PARKING AND A DESIGN THAT MINIMIZES EXCESSIVE WALKING DISTANCES. SECOND, AN ATTEMPT MUST BE MADE TO CREATE AN ATTRACTIVE ENVIRONMENT FOR THOSE WHO SEEK RECREATIONAL VALUE IN SHOPPING. THIS AREA INVOLVES CREATING A QUALITY CENTER, ACHIEVING WIDE VARIETY UNDER ONE ROOF, AND PROVIDING RELATED SERVICES. TABLES.