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Customer perceptions of the attractiveness of shopping centres in Pretoria
The primary objective of this study was to investigate the perceptions of patrons
regarding the attractiveness of shopping centres in Pretoria. The study was executed in
two phases. The aim of phase one was to explore this field of study in the local context,
while phase two endeavoured to measure respondents' perceptions with regard to
certain attributes of one of the largest shopping centres in Africa. The measuring
instrument used in the study was based on scales used in studies abroad and adapted
for local use. The study found that male and female customers do not differ significantly
with respect to their perceptions of certain shopping centre attributes, while differences
do exist between the perceptions of black and white respondents regarding some of the
attributes used to measure the attractiveness of the centre.