A factor analytic study of consumers' location specific values: A traditional high street and a modern shopping mall

Within the social sciences Factor Analysis is a widely used statistical technique. It is employed in analyses to reveal possible multiple dimensions of similarities or dissimilarities between variables (variance) within a data set. In the present paper the factor analysis procedure is first detailed. This is followed by the reporting of a factor analysis procedure which was undertaken in order to analyse responses to a questionnaire viewing consumers’ location specific shopping values. The survey was conducted in the high street of Worcester city centre and in the modern shopping mall at Merry Hill. Factor analysis showed respondents to structure their shopping location values using different dimensions (different in the type and number of factors present) between the two types of shopping location. In the high street four significant factors were discovered: service quality, access and facilities, social aspects, choice and variety. However, in the mall three significant factors were revealed: store variety, comfort and convenience, ancillary convenience. The factor analytic approach is demonstrated as a tool for enabling a greater understanding of consumer values within shopping locations. The differential factor structure to responses between the two locations demonstrates that even when using similar research instruments, in different locations situational factors may significantly affect consumers’ responses.