Abstract
 

Koppelman, Frank S. and John R. Hauser (1979), "Destination Choice Behavior for Non-Grocery Shopping Trips," Transportation Research Record, No. 673, 157-165.

This paper combines attitude and market research and disaggregate behavioral demand modeling to produce a diagnostic and predictive model of destination choice for non-grocery-shopping-trips. The analysis is based on perception and preference models to measure attractiveness and logit choice models to link attractiveness and accessibility to frequency of destination choice. Alternative analytic techniques were compared to identify the most effective technique for each step in the process. Factor analysis was found to be superior to nonmetric scaling to identify consumer perceptions of shopping location attractiveness because it is more understandable and predicts better. Statistical preference models (first preference logit, preference regression) provided consistent predictions and similar interpretations. For choice prediction, revealed preference (standard logit approach) and intermediate preference models provided complementary insight into the consumer behavior process. Use of both models leads to insights that would have remained hidden had either model been used alone. The results indicated that attractiveness of trip destination can be effectively measured with attitudinal models; that the five basic (measured) constructs of attractiveness are variety, quality, satisfaction, value, and parking; that of these quality is consistently the most important and prestige of store appears to be the most important aspect of quality; and that both attractiveness and accessibility are important determinants of destination choice. Any destination choice model should include both.