A Tale of Two Cities - San Francisco and Tucson: The Effects of Retail Mix on the Perceived Value of the City, Urban Identity and Willingness to Pay

Persistent Link:
http://hdl.handle.net/10150/595794
Title:
A Tale of Two Cities - San Francisco and Tucson: The Effects of Retail Mix on the Perceived Value of the City, Urban Identity and Willingness to Pay
Author:
Stovall, George W III
Issue Date:
2015
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
Most research on place in retailing and marketing examines retail atmospherics, spectacular consumption, third spaces and logistics. This study lies at the confluence of retailing, marketing, and geography, and focuses on the city as the product consumed by its residents. The study seeks to examine the degree to which the retail landscape of a city affects the residents' perceived value of the city, their urban identity, and ultimately, their willingness-to-pay to live there. In order to answer this question, this study utilized mixed research methods consisting of a survey, based on several adapted existing perceived value scales; an urban identity scale; a willingness-to-pay scale; as well as archival geodata used to map the existing and perceived retail landscapes of Tucson and San Francisco–the two cities of interest in this study. These two cities were chosen because they are on opposite ends of a spectrum of US cities that includes cost of living and median income, among other variables. Results show that perceived value of the city and urban identity are very highly correlated and suggest the existence of a new construct. While the retail landscape in Tucson tends to have a positive effect on residents' affective responses to living there, there results are not statistically significant. The relatively low cost of living may play a role in these expectations. Residents accept the existing retail landscape and tend to make do with the options available. In San Francisco, because residents already pay a premium to live there, the retail landscape plays a more statistically significant role in residents' affective responses to living there. These results are important to retailers and marketers because retail expenditures form a large part of the tax revenue a city earns each year. If residents are unhappy with their retail patronage options, they may spend money elsewhere resulting in a decreased tax base from which to run the city.
Type:
text; Electronic Dissertation
Keywords:
Perceived Value; Retail Mix; Urban Identity; Willingness to Pay; Family & Consumer Sciences; Geographic Information Systems
Degree Name:
Ph.D.
Degree Level:
doctoral
Degree Program:
Graduate College; Family & Consumer Sciences
Degree Grantor:
University of Arizona
Advisor:
Staten, Michael

Full metadata record

DC FieldValue Language
dc.language.isoen_USen
dc.titleA Tale of Two Cities - San Francisco and Tucson: The Effects of Retail Mix on the Perceived Value of the City, Urban Identity and Willingness to Payen_US
dc.creatorStovall, George W IIIen
dc.contributor.authorStovall, George W IIIen
dc.date.issued2015en
dc.publisherThe University of Arizona.en
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en
dc.description.abstractMost research on place in retailing and marketing examines retail atmospherics, spectacular consumption, third spaces and logistics. This study lies at the confluence of retailing, marketing, and geography, and focuses on the city as the product consumed by its residents. The study seeks to examine the degree to which the retail landscape of a city affects the residents' perceived value of the city, their urban identity, and ultimately, their willingness-to-pay to live there. In order to answer this question, this study utilized mixed research methods consisting of a survey, based on several adapted existing perceived value scales; an urban identity scale; a willingness-to-pay scale; as well as archival geodata used to map the existing and perceived retail landscapes of Tucson and San Francisco–the two cities of interest in this study. These two cities were chosen because they are on opposite ends of a spectrum of US cities that includes cost of living and median income, among other variables. Results show that perceived value of the city and urban identity are very highly correlated and suggest the existence of a new construct. While the retail landscape in Tucson tends to have a positive effect on residents' affective responses to living there, there results are not statistically significant. The relatively low cost of living may play a role in these expectations. Residents accept the existing retail landscape and tend to make do with the options available. In San Francisco, because residents already pay a premium to live there, the retail landscape plays a more statistically significant role in residents' affective responses to living there. These results are important to retailers and marketers because retail expenditures form a large part of the tax revenue a city earns each year. If residents are unhappy with their retail patronage options, they may spend money elsewhere resulting in a decreased tax base from which to run the city.en
dc.typetexten
dc.typeElectronic Dissertationen
dc.subjectPerceived Valueen
dc.subjectRetail Mixen
dc.subjectUrban Identityen
dc.subjectWillingness to Payen
dc.subjectFamily & Consumer Sciencesen
dc.subjectGeographic Information Systemsen
thesis.degree.namePh.D.en
thesis.degree.leveldoctoralen
thesis.degree.disciplineGraduate Collegeen
thesis.degree.disciplineFamily & Consumer Sciencesen
thesis.degree.grantorUniversity of Arizonaen
dc.contributor.advisorStaten, Michaelen
dc.contributor.committeememberStaten, Michaelen
dc.contributor.committeememberBhappu, Anitaen
dc.contributor.committeememberPatten, Irisen
dc.contributor.committeememberPrice, Lindaen
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