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

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... Mehr ...