Consumer Spatial Behavior In Edmonton Retail Trade Areas

Author : Dwayne M. Gilham
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (144 download)

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Download or read book The Consumer Spatial Behavior of Edmonton's Inner City Residents, 1977 written by Dwayne M. Gilham and published by . This book was released on 1979 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The subject of poverty traditionally has been overlooked by geographers. However, research in the broader area of consumer spatial behavior has revealed that the poor do behave differently from the higher income groups. Although various explanations have been put forward for this difference in behavior, it has generally been conceded that the poor form a distinct and different group within society. This thesis attempts to add to our understanding of human behavior by investigating the underlying determinants of the purchase decisions of low income or poverty level consumers. More specifically, this thesis analyzed the grocery and durable goods shopping habits of poor people in Edmonton and measured how satisfied they were with the stores they used. A sample group of consumers was interviewed in what was identified as being low income, inner city community. The sample group was found to contain both poverty level and non-poverty level consumers. This afforded the opportunity to observe the shopping behavior of two different groups who were being served by the same retail structure. Differences in shopping behavior were noted between the two groups. The low income respondents tended to patronize corner grocery stores while the higher income group travelled further for durable goods. These differences were found to be statistically significant. An analysis of the reasons given for their shopping behavior and their knowledge of the retail system revealed no significant differences between the two income groups. Rather, it was found that situational variables, particularly lack of mobility and the lack of adequate storage facilities, accounted for the differences in the shopping behavior. Attitudes towards the commercial environment by the two groups were measured on a semantic differential scale and were structured into five categories. These categories - selection of goods, quality of goods, quality of service, interior of store and prices - are those considered to be important to consumers in their patronage decisions. The scores indicated that the low income shoppers were as familiar with the advantages and disadvantages associated with the various stores and shopping strategies as were the higher income group. These findings supported the contention that low income shoppers are constrained by situational factors rather than behavioral factors and that the poor should not be considered as a separate sub-culture with radically different attitudes and values.