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A SIMULATION MODEL OF PATRONAGE BEHAVIOR WITHIN SHOPPING CENTERS
Author(s) -
Crask Melvin R.
Publication year - 1979
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1979.tb00002.x
Subject(s) - trips architecture , homogeneity (statistics) , computer science , sample (material) , center (category theory) , value (mathematics) , operations research , advertising , marketing , econometrics , business , mathematics , machine learning , chemistry , chromatography , crystallography , parallel computing
This paper presents a micro‐analytic store choice model which eliminates the assumptions of homogeneity of stores and homogeneity of shoppers found in earlier models. The model simulates individual shopping trips within a shopping center and was successful in predicting the stores chosen by a sample of shopping center patrons. Two earlier models were also tested, but the proposed model performs better than either of the simpler models. Besides its predictive value, the model suggests a number of strategic implications for retailers and shopping center developers and provides a methodology that may be useful in other areas of behavioral research.