A Process for Determining the Most Marketable Strip Shopping Center Design.

The majority of speculative strip center designers and developers do not utilize a satisfactory method for determining information about the needs and preferences of prospective shopping center users (shoppers and retailers). As a result, speculative strip center designers and developers make important design and development decisions based on incomplete information, increasing the uncertainty and inaccuracy in the decision making process. To increase the quality and quantity of information available to speculative strip center designers and developers, this study develops a framework for identifying and assembling the information needed in the design, development, and operation of speculative strip centers. The procedure used in this study extends the market research process, used by some developers to select a center location, by acquiring information on the preferences of shoppers and retailers at that location. A judgemental sample of four suburban strip centers was utilized to extract information on user needs and preferences, and to determine perceptual dimensions used by shoppers and retailers in their evaluation of strip centers. Questionnaires were administered to 126 shoppers and 23 retailers. Further, the importance of perceptual dimensions, background information on the user, and objective shopping center features were used in determining satisfaction at the center. The study identified major strengths and weaknesses in these centers. Overall, the selection of stores at the centers were not well suited to the shoppers in the trade area and the designs of the centers were inadequate for attracting the proper retailer market. This indicates that developers, designers, and retailers lacked the information to make proper decisions. Five perceptual dimensions were identified for shoppers (Image, Convenience, Access/visibility, Entry into the center, Parking), and seven for retailers (Economics, Management, Surrounding area, Exposure, Maintenance, Retail operations, Parking). The dimensions were comprised of design and development related attributes indicating that design and development decisions are not independent, but interdependent in their determination of user attitudes. In addition, the study showed that shopper and retailer satisfaction was most dependent on image, convenience, economics, and retail operation. The results of the study could be used for improving the market potential of these centers and in developing guidelines for future strip centers in similar locations.PhDArchitectureUniversity of Michiganhttp://deepblue.lib.umich.edu/bitstream/2027.42/159870/1/8412074.pd