Attraction of power shopping centres

This paper examines shoppers at two power centres in the U.S.A. to determine why they do or do not engage in cross-shopping within the centre and the demographic and situational characteristics and shopper behaviours which may distinguish the cross-shopper from the non-cross-shopper. The paper also examines the spatial extent of power centre trade areas in order to position this new type of centre within the traditional shopping centre hierarchy. Cross-shoppers are driven by the same motives as shoppers in other centres. The most important reason for not cross-shopping is 'shopping store for a specific item', indicating the importance of destination shopping. Cross-shoppers and non cross-shoppers appear to be a relatively homogeneous group, differing only in terms of gender and travel distance. Trade areas of power centres approach the size of those for regional centres.