Patronage Motives and Product Purchase Patterns: A Correspondence Analysis

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Examines patronage motives and product purchase patterns within the context of a mall. Specifically, determines: the relative importance consumers attach to a set of 24 patronage motives when choosing a place to shop; these shoppers’ purchase patterns of a set of 21 products; and inter and intra similarities/dissimilarities among motives and product purchase patterns. Managerial implications for mall administrators are discussed. Concludes that to enhance its appeal to variety seeking shoppers, the mall should monitor consumer buying trends and make necessary adjustments to its tenant mix. Amenities and center quality also need to be considered. Recommends further research of this type in other communities.