Decisionmaking between Multiattribute Choice Alternatives: A Model of Spatial Shopping-Behaviour Using Conjoint Measurements

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Abstract
In this paper the authors are concerned with the application of conjoint measurement models to predict consumer choice of shopping centres. First, conjoint measurement models are discussed in the context of the development of spatial shopping-models. Next, the conceptual framework underlying the model and conjoint measurement are discussed. The second part of the paper describes an application of the methodology. Conjoint measurement is used to estimate consumer utility functions and a multivariate logit model as an approximation of the unit multivariate normal distribution is used to predict the probability that a consumer will choose a particular shopping centre. The results indicate that the methodology offers a potentially valuable approach to the modelling of spatial shopping-behaviour.