RETAIL EXPENDITURE FLOWS IN CONTIGUOUS TRADE AREAS

OUTSHOPPING IS A MAJOR PROBLEM IN SMALL COMMUNITIES, WHERE LEAKAGE IS DUE TO BOTH LOW-INVENTORIES AND MIX CAPACITIES. DETERIORATION SETS IN SINCE COMPETING CONTIGUOUS TRADE AREAS DON'T HAVE THESE CONSTRAINTS, WHILE DOLLAR EXPORTATION REINFORCES LOCAL LEAKAGE. SEMANTIC DIFFERENTIAL RESEARCH REVE...

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Bibliographic Details
Published in:Journal of retailing 1974-07, Vol.50 (2), p.30-42
Main Authors: Lillis, Charles M, Hawkins, Delbert I
Format: Article
Language:English
Subjects:
Community
Expenditures
Local
Market areas
Retail trade
Retailing
Small
Studies
Online Access:Get full text
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Summary:OUTSHOPPING IS A MAJOR PROBLEM IN SMALL COMMUNITIES, WHERE LEAKAGE IS DUE TO BOTH LOW-INVENTORIES AND MIX CAPACITIES. DETERIORATION SETS IN SINCE COMPETING CONTIGUOUS TRADE AREAS DON'T HAVE THESE CONSTRAINTS, WHILE DOLLAR EXPORTATION REINFORCES LOCAL LEAKAGE. SEMANTIC DIFFERENTIAL RESEARCH REVEALED DISSATISFACTION WITH SELECTION, HIGH PRICES, ETC. OF SOFT GOODS, HOUSEHOLD FURNISHINGS AND APPLIANCES, WHILE PERSONAL SERVICE REMAINED AN ATTRIBUTE OF SHOPPING WITHIN THE SMALL COMMUNITY (SUPERMARKET SHOPPING WAS NOT FAULTED). IN A TEST COMMUNITY OF 25,000, FAMILIES WITH AN INCOME OF APPROXIMATELY $7,500 WERE SPENDING 75 AND 62 PERCENT OF THEIR ALLOTED DOLLARS OUTSIDE THE COMMUNITY FOR CLOTHING AND HOME FURNISHINGS, RESPECTIVELY. SUBSEQUENT CHANGES ON THE PART OF LOCAL RETAILERS INCLUDED MERCHANDISE EXPANSION, GREATER ADVERTISING, FORMATION OF A RETAILERS ASSOCIATION, ETC. AND INCREASED RESPONSE OFFSET EXPENDITURE. TABLES.
ISSN:0022-4359
1873-3271