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Dispersion of stores of the same type in shopping malls: theory and preliminary evidence

A theoretical justification is set out for the dispersion of non-anchor stores by store type in shopping malls and some preliminary evidence presented to support it. The basic theoretical outline of spatial economic behaviour developed by Ingene and Ghosh (Geographical Analysis, 22(1), 70-93, 1990) is first considered and it is expanded to include customer traffic in two directions. The results of this economic model of customer behaviour are discussed in the context of shopping malls. Simple assumptions about points of supply and demand in shopping malls provide the basis for a general test of the model. Using an algorithm called the p-median problem, and a data base of several regional and super-regional shopping malls scattered throughout the United States, it was found that the supply of goods of the same type was dispersed throughout the mall and consistent with the model.