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The circulation of shoppers is the ultimate determinant of the success or failure of planned shopping centres and the retail outlets therein. However, as a consequence of the practical difficulties involved, this issue has attracted relatively little empirical research. A week‐long observation survey of shopper behaviour is described, which reveals that shopper movement is confined to a comparatively small part of the centre. Weaknesses in the existing tenant mix are also highlighted, as is the importance of “atmospherics”.
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Stephen Brown (1991) studied this question.
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