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Multipurpose ShoppingMultipurpose shopping refers to single trips for purchasing a collection of different items and carrying out several activities, such as shopping, entertainment, eating, etc. Ghosh in his article "The Value of the Mall and the other Insights from a Revised Central Place Model" in the Journal of Retailing Spring 1986, examines multipurpose shopping trips and the interrelationships between different types of stores within the framework of the central place model to derive a consistent set of principles for optimizing the appal of store mix to consumers. The fundamental approach of the model is that the multipurpose trip rate is a product of consumer decision making in which consumers choose the optimal mix of single and multipurpose trips. Determining the optimal rate of multipurpose shopping and the spatial pattern of shopping trips requires the consideration of both the spatial and temporal aspects of consumer behavior. The temporal aspects of consumer behavior arise from the inventory-holding behavior of individual consumers. A rational consumer must trade off the cost of holding inventory with the cost of travel to determine the optimal frequency of shopping trips. Since travel costs depend on an individual's location relative to shopping opportunities the frequency of shopping trips will also depend on that. Furthermore in a system where multiple goods are offered the frequency of trips for different goods determines the extent to which the purchases of different goods can be combined to take advantage of multipurpose shopping opportunities. Thus the model determines the optimal spatial and temporal pattern of shopping trips taking into account three components of consumer shopping costs: 1) cost of travel, 2) cost of goods and 3) cost of holding inventory. To investigate the implications of the consumer multipurpose shopping model for the spatial organization of retail firms a location allocation model is used to determine the spatial pattern of retail outlets that minimizes total shopping cost for the consumer. Books on Retail Property Shopping Centers Shopping Center Location Retail Property Demand Drivers Return from Multipurpose Shopping to Shopping Centers |
