The Moderating Effects of City Districts’ Retail Attractiveness on the in-Town versus out-of-Town Shopping Decision

Jon Charterina


The retail sector plays a strategic part in urban regeneration. In this sense, municipal officials need to implement plans and encourage measures that will offset the relative loss of commercial appeal to out-of-town retail zones. To achieve this, it is important that they understand how shoppers choose between two possible locations. Using logistic regression functions, this work analyses to what extent a set of four judgemental indicators in a city’s different districts, forming its retail attractiveness, exerts a compensating effect by reducing the outcome of out-of-town shopping. Results confirm that retail attractiveness of districts, in interaction both with the entropy of shopping formats within the city, and with the size of the shopping basket, exerts an inhibiting effect to shopping acts in out-of-town retail areas. The study ends with recommendations for town centre managers, public authorities and private bodies towards reverting the reducing affluence of shopping acts in city centres.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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