ATTITUDES AND SHOPPER MOBILITY IN A SMALL CITY

THE DECENTRALIZATION OF RETAIL TRADE OR SHIFT IN ACTIVITY FROM THE CENTRAL BUSINESS DISTRICT (CBD) TO SUBURBAN AREAS HAS BEEN A STRONG TREND FOR THE PAST TWO DECADES. CITIES UNDER 50,000 IN POPULATION FACED WITH THE PROBLEM OF DECENTRALIZATION ARE IN A UNIQUE POSITION. DIFFERENT SHOPPING TRIP PATTERNS, GREATER DEPENDENCE ON THE PRIVATE AUTOMOBILE, AND STRONG RETAIL COMPETITION FROM METROPOLITAN AREAS THAT ARE NOW MORE ACCESSIBLE DUE TO NEW AND IMPROVED HIGHWAY SYSTEMS MAKE APPROACHES TO STUDYING THE DECENTRALIZATION PROBLEM SOMEWHAT DIFFERENT. THIS STUDY COMPARED SHOPPER ATTITUDES IN A SMALL CITY TO THOSE IN LARGER CITIES SO THAT DIFFERENCES IN ATTITUDES PECULIAR TO THE SIZE OF THE CITY COULD BE FOUND. SHOPPER ATTITUDES ARE GENERALLY HELD TO BE THE KEY FACTORS IN DETERMINING PREFERENCES FOR SHOPPING AREAS. DATA PUBLISHED BY THE HRB IN ITS 1955 PROJECT PARKING IN RELATION TO BUSINESS WAS USED AS A BASIS FOR COMPARING ATTITUDES. THIS STUDY WAS ALSO CONCERNED WITH HABITS, USE OF THE SMALL CBD, AND SHOPPER MOBILITY TO PLACES AWAY FROM THE SMALL CITY. PARKING WAS CONSIDERED THE MOST IMPORTANT DISADVANTAGE OF THE CBD IN THE SMALL AND IN THE LARGER CITIES, BUT INADEQUATE PARKING IN THE LARGER CBD'S WAS MINIMIZED OR NEGATED BY THE POSSESSION OF MORE IMPORTANT ADVANTAGES. ADVANTAGES OF THE SMALL CITY CBS WERE NOT AS DECISIVE AS THOSE IN THE LARGER CITIES. IN GENERAL, THE ADVANTAGES OF THE SMALL CITY SUBURBAN AREAS WERE POSITIVE CONSIDERATIONS RATHER THAN THE NEGATIVE FACTORS OF THE CBD AS THEY WERE IN THE LARGER CITIES. SHOPPERS WERE CLASSIFIED ON THE BASIS OF DEMOGRAPHIC CHARACTERISTICS AND WERE SHOWN TO BE ORIENTED TOWARD AN AREA BY VIRTUE OF THEIR ATTITUDES AND THEIR BUYING BEHAVIOR. SMALL CITY CBD SHOPPERS TENDED TO BE OLDER, BE PERSONS OF MODEST MEANS, OR BE PERSONS IN THE UPPER INCOME LEVELS. SUBURBAN SHOPPERS WERE GENERALLY IN THE MIDDLE GROUPS IN TERMS OF AGE, EDUCATION, INCOME, AND FAMILY COMPOSITION CHARACTERISTICS. ESTIMATES OF PURCHASES OF SHOPPING GOODS ITEMS INDICATED SUBSTANTIAL SHOPPER MOBILITY FROM THE SMALL CITY. A GROUP OF SHOPPERS EVIDENCING HIGH MOBILITY WAS COMPOSED OF YOUNGER, HIGHER INCOME, AND WHITE COLLAR EMPLOYED PERSONS. /AUTHOR/

Media Info

  • Media Type: Print
  • Features: References; Tables;
  • Pagination: pp 16-26
  • Monograph Title: Public attitudes toward highway improvements
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 00201576
  • Record Type: Publication
  • Files: TRIS, TRB
  • Created Date: Oct 14 1994 12:00AM