A Multi-Purpose Multi-Stop Model Describing Consumers\u27 Choices of Shopping Centres

Recently, a number of interesting extensions to traditional decompositional and discrete choice models has been introduced that allow one to combine parameters estimated in different phases ofcomplex choice processes. These extensions offer new possibilities to model combinations of choices consumers make if they select shopping centres to visit. This paper will introduce a modelling approach that describes consumer choices of shopping centres involving multiple shopping functions (multi purpose) as well as locations (multi stop). The approach extends traditional decompositional models of single choices to a model of combinations of choices. It uses a recursive scaling procedure that combines attributes related to different shopping functions and to shopping centres at different locations. The model will be tested on data collected on shopping behaviour in Maastricht, the Netherlands