Habits and perception of self in shopping choices in urban centres

Journal title TERRITORIO
Author/s Gianluigi Guido, Antonio Mileti, Carla Tomacelli, Giovanni Pino, Miriam Scapolan
Publishing Year 2013 Issue 2013/64
Language Italian Pages 10 P. 121-130 File size 313 KB
DOI 10.3280/TR2013-064021
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The purpose of this research is to contribute to the literature on urban marketing through the application of the theory of planned behaviour. The determinants of intention to purchase in shoppers in the shopping centre of an Italian town (Belluno) were analysed to understand the extent to which the past behaviour and self-perceptions of shoppers affected their decisions. The results showed that both variables affected purchasing choices in the town centre. This suggests that in order to increase the attraction power of a town centre, marketing policies should induce shoppers to repeat their behaviour and to recognise the urban area as a place which, by reflecting their way of being, is able to satisfy their social and utilitarian needs.

Keywords: Town centres; theory of planned behaviour; urban and regional marketing

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Gianluigi Guido, Antonio Mileti, Carla Tomacelli, Giovanni Pino, Miriam Scapolan, Abitudini e percezione di sé nelle scelte di shopping presso i centri urbani in "TERRITORIO" 64/2013, pp 121-130, DOI: 10.3280/TR2013-064021