Consumer images of spatial choice and the planning of shopping centres

The variables constituting the mental image of consumers' shopping environment are identified and those variables that consumers consider most important in their spatial choice are established. It is found that variously defined homogeneous groups of shoppers place different emphases on the most important variables. Patterns of variation in consumer attitudes as to the perceived importance of various attrtbutes of their shopping environment are also established. Finally the implications of the results of the research study for the planning of shopping centres are outlined.