Consumption patterns, retail mix, and consumer behavior in neighborhood shopping centers: empirical evidence from Cuenca, Ecuador
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Abstract
Introduction. Research on intermediate retail urban forms frequently suffers from analytical subsumption under the regional shopping mall paradigm, obscuring the unique socio-spatial dynamics of intermediate commercial plazas (strip malls) within medium-sized cities. Objective. To characterize and empirically contrast user socio-behavioral patterns, tenant mix operational efficiency, spatial appropriation modes, and socio-sensory responses across a representative sample of commercial plazas in Cuenca, Ecuador. Methodology. Employing a descriptive-analytical qualitative design, a non-participant structured observation protocol was executed across 5,318 sampling units in seven commercial nodes (Santa Ana, Wayra, Soleil, 33, Ocho, Challuabamba, and Roma). Data collection was temporally stratified into three daily timeframes (morning, afternoon, and evening) and operationalized across six interconnected analytical dimensions. Results. Empirical findings demonstrate a clear dominance of individual (40.2%) and dual-person visits (36.1%), primarily structured around gastronomic consumption (57.7%) and financial/convenience services (21.4%). Distinct functional typologies emerged: highly concentrated gastronomic hubs (Soleil, Ocho), convenience/service-oriented developments (Challuabamba), and multi-purpose nodes featuring elevated multi-brand circulation rates (Roma, 45.8%). Furthermore, first-location transaction completion remained uniformly high across all sites (87.9% average), indicating highly target-driven mobility patterns. Conclusion. Commercial plazas function as heterogeneous socio-spatial nodes wherein baseline traffic generation capacity does not automatically induce internal cross-circulation or tenant synergy. The interplay of spatial layout, functional diversity, and tenant mix curation critically governs the transition of these environments from purely utilitarian transaction centers into sociopetal "third places" for urban interaction. General Area of Study: Urban Geography / Commercial Architecture. Specific Area of Study: Retail Studies and Consumer Behavior. Type of study: Original article.
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