Urban place marketing and retail agglomeration customers

Through identifying the attributes of a place that have an influence on the patronage behaviour of urban retail customers, this paper presents a conceptual model that proposes direct and indirect antecedents regarding the different retail-related dimensions associated with urban place attractiveness...

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Bibliographic Details
Published in:Journal of marketing management 2012-05, Vol.28 (5-6), p.546-567
Main Authors: Teller, Christoph, Elms, Jonathan R.
Format: Article
Language:English
Subjects:
Agglomeration
Consumer behavior
Consumer behaviour
Economic theory
Marketing
place marketing
place users
retail agglomeration
retail patronage
Retail stores
Retail trade
Shopping
Studies
town centre
Urban areas
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Summary:Through identifying the attributes of a place that have an influence on the patronage behaviour of urban retail customers, this paper presents a conceptual model that proposes direct and indirect antecedents regarding the different retail-related dimensions associated with urban place attractiveness. An empirical study was conducted whereby the model was tested by surveying approximately 500 actual customers at the time they visited a particular town centre for the purposes of shopping. The results showed that the retail tenant mix, the merchandise value, and the atmosphere had a direct impact, and the product range and the sales personnel an indirect impact upon the evaluation of attractiveness. Furthermore, a number of additional effects towards these antecedents were identified with respect to parking conditions, the non-retail tenant mix, manoeuvrability, and orientation. This revealed that retailing activities were a major driver of attractiveness for an urban place. The practical implication of these findings suggests that place marketing activities should be proactive in supporting and enabling retailers in fulfilling their roles.
ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.2010.517710