The attractiveness of retail clusters

Abstract

The objective was to evaluate the perception of consumers in the purchase process on the attributes considered responsible for the attractiveness of retail cluster. In this sense, a quantitative research was done in which 240 consumers were surveyed in two different retail clusters. The proposed model used the modeling of structural equations based on the partial least squares and the results indicate that the customer service was the most important variable. On the other hand, there was low value for the location, which is usually considered one of the most important factors of the retail mix. Thus, it can be concluded that if there is a retail cluster in which we have good service, prices, conditions of purchase and reliable stores, its location can be made in any region that will result in a strong attractiveness for consumers.