Assessing preferences for a mega shopping centre in the Netherlands: A conjoint measurement approach

A.W.J. Borgers, C. Vosters

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In 2004, the Dutch central government decided to liberalise her restricted retail policy. This stimulated some retail developers to prepare plans for mega shopping centres. As mega shopping centres do not exist in the Netherlands, this study aims at eliciting consumers’ preferences for this kind of new developments. Consumers visiting a down town shopping centre and one of the largest out-of-town shopping centres in the Netherlands were presented descriptions of different hypothetical mega shopping centres, systematically varying on 10 attributes. The consumers were asked to select the centre they preferred most from sets of two centres. The following attributes were used to define the mega shopping centres: accessibility by car, accessibility by public transport, parking tariff, length of the main shopping streets, type of shopping supply, type of anchor stores, type of traffic allowed in the shopping centre, design style, scale of the shopping streets, and type of activities in the shopping centre. Over 300 respondents completed the online questionnaire. Discrete choice models (both multinomial and mixed logit) were estimated to assess the importance of each attribute. Overall, the estimation results confirm expectations. Shoppers prefer well accessible shopping centres and free parking. The preferred time needed to walk through the main streets of the shopping centre is 45 minutes; 30 minutes is still acceptable, but 15 minutes is not preferred at all. Shoppers do not prefer a shopping supply existing of small and medium sized (local) shops, and specialised/exclusive shops are preferred over the well known national chains. Regarding anchor stores, shoppers seem to dislike the very large electronics stores and traditional department stores are preferred over flagship stores. Only pedestrians should be allowed to enter the shopping centre. Other traffic modes like bicycles and especially motorized modes are not preferred. The design style should be historically while a Disney style is detested. A modern design style is somewhere in between. The preferred scale of the shopping streets is a mixture of short/narrow and long/wide streets. Only long/wide scale shopping streets are not preferred. Finally, the type of activities offered by the shopping centre should be a mixture of passive and active activities. Shoppers seem to be less happy with active activities only. Although all attributes have a significant impact on the preference for a shopping centre, parking fee and design style appear to be the most important attributes. In addition to the overall effects, significant differences between females and males, between younger and older respondents, and between respondents recruited in the down town shopping centre and respondents recruited in the large out-of-town shopping centre were found. Some interactions between attributes were significant as well. The models perform very satisfactory.
Original languageEnglish
Title of host publicationProceedings of the European Institute of Retailing and Services Studies conference (RASS)
PublisherTechnische Universiteit Eindhoven / EIRASS
Publication statusPublished - 2010
Eventconference; RARSS -
Duration: 1 Jan 2010 → …


Conferenceconference; RARSS
Period1/01/10 → …


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