Derived attractiveness of shopping malls

In this paper we develop a model for estimating the attractiveness of shopping malls by analysing the distance customers travel to shopping malls. A mall intercept survey is conducted, and visitors to area malls are asked where they live and whether they came from home. More attractive malls are expected to attract customers from greater distances. Thus, analysis of the distances travelled leads to the derivation of the attractiveness of each shopping mall. The model was tested using a survey of 3,112 shoppers in 10 malls in Orange County, CA. The estimated attractiveness levels derived by this approach were compared with the results of other models for estimating retail attractiveness levels, and a good match was found. As a result of the study, we conclude the following: (i) distance is a less important factor in selecting a shopping mall to patronize compared to the choice of grocery stores or other retail facilities and (ii) the decline in the probability of patronizing a certain mall is better modelled as an exponential decline rather than a decline according to a power of the distance.