Retail Image Dimensions: An Empirical Analysis Page: 19
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occuring in the marketplace. The purely economic model, being
based on aggregate measures, does not deal well with the
multivariate nature of most consumer behavior or with the
merchant's need to compete on nonprice variables in order to
protect and improve profitability.
The gravity model, as exemplified by Huff's (1963)
probabilistic analysis of shopping center trade areas at
first appears to be the determinant model of consumer
patronage. The gravity model has been empirically tested
(Bucklin 1967, Brunner and Mason 1970, MacKay and Olshavsky
1975), most recently by Nevin and Houston (1980).
In their research, Nevin and Houston (1980) not only
studied the Huff model, but also specifically tried to
determine whether or not an image component could be added to
the model. They concluded:
The results of the study generally do not strongly
support the hypothesis that adding a retail image
component to the Huff model will improve predictions of
consumer's choices of intraurban shopping areas.
and:
Overall, this study seems to lend empirical support
for using the Huff type of gravity model to predict
intraurban trade areas and potentials.
Although the above statements seem to settle the
question of which model is superior, in reality the gravity
model is useless to the practicing retailer or shopping
center manager trying to develop strategy for increasing
traffic at an existing location. What would interest retail
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Palmer, Arthur M. (Arthur Mohler). Retail Image Dimensions: An Empirical Analysis, dissertation, August 1982; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc330964/m1/28/: accessed March 30, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .