Shopping and geo-demographics : distribution and relationships in five residential areas in Mosta

Abstract

The distribution of customers with distinctive types of demographic characteristics living in a particular residential area can be important indicators of a particular retail outlet in that same area. It is also important to understand the extent and determinants of shopper mobility among competing retailers. This study addresses the demographic characteristics and shopping behaviour. Mosta was taken as a case study where it was divided into five residential areas in order to have a sample from different areas of Mosta. The results show that demographic characteristics were not the main reason why retailers chose to locate a shop in a particular area. Other factors have also contributed to their choice of location. Results from the questionnaires have also shown that customers do not always go shopping from Mosta, to purchase any specific type of good, in order to minimize the distance travelled.