A Research Note on Major Retail Center Patronage.

The article reports on the assumption that consumer behavior is influenced by social class. The author focuses on market research that suggests that income level affects patronage behavior and decision making. The study, which focuses on the behaviors of consumers that are willing to travel an average of 26 miles to shop at three different shopping malls located north of Birmingham, Alabama. The assembled data indicates that rural shoppers are often willing to travel longer distances to visit retailers. Additional socioeconomic factors are examined in relation to store patronage.