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mso-font-pitch:variable; mso-font-signature:0 0 0 0 0 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin:0cm; margin-bottom:.0001pt; text-align:justify; mso-pagination:widow-orphan; font-size:12.0pt; mso-bidi-font-size:10.0pt; font-family:"Arial","sans-serif"; mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Times New Roman";} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; font-size:10.0pt; mso-ansi-font-size:10.0pt; mso-bidi-font-size:10.0pt;} @page Section1 {size:595.3pt 841.9pt; margin:70.85pt 3.0cm 70.85pt 3.0cm; mso-header-margin:35.4pt; mso-footer-margin:35.4pt; mso-paper-source:0;} div.Section1 {page:Section1;} --> <!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Tabela normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--> <p class="MsoNormal"><strong><span lang="ES">RESUMEN</span></strong></p> <p class="MsoNormal"><span lang="ES">La elección de un centro comercial por un individuo es el resultado de comparar la utilidad de las diversas alternativas. La literatura previa nos lleva a proponer una función de utilidad del consumidor integrada por dos componentes: el factor espacial y el factor imagen. El factor espacial refleja la influencia que sobre el comportamiento del individuo tiene la posición en el espacio geográfico de una determinada alternativa de compra, esto es: el coste -en tiempo, dinero y esfuerzo- que supone acceder al centro. Si el consumidor tuviera que elegir entre dos centros iguales en un mercado perfectamente uniforme escogería el que estuviera más próximo, sin embargo, puesto que lo más probable es que existan ciertos atributos diferenciales que doten a un centro de mayor atractivo que a otro ante una determinada decisión de compra, cabe pensar que cuando la diferencia en la distancia entre los centros no supere un determinado nivel o umbral, se convierta en un criterio irrelevante de elección. Es decir, ante dos centros diferentes, el consumidor puede estar dispuesto a soportar cierto coste de desplazamiento adicional si ello le permite acceder a mejores ofertas. La verificación de estos supuestos constituye el objetivo de este trabajo. Para ello contamos con la información obtenida de una encuesta personal con cuestionario estructurado, dirigido a 350 individuos que participan activamente en las decisiones de compra familiares en los hogares de Aracaju (Brasil).</span></p> <p class="MsoNormal"><span lang="ES"> </span></p> <p class="MsoNormal"><strong><span lang="ES">ABSTRACT</span></strong></p> <p class="MsoNormal"><span lang="EN-US">The election of a mall for an individual is the result of comparing the utility of the diverse alternatives. The previous literature leads us to propose a function of utility of the consumer integrated by two components: the spatial factor and the factor image. The spatial factor reflects the influence that on the behavior of the individual has the position in the geographical space of a certain alternative of buy, this is: the cost in time, money and effort that supposes acceding to the center. If the consumer had to choose among two equal centers on a perfectly uniform market, he would choose the one that was more close, nevertheless, since the most probable thing is that exist certain differential attributes that provide to a center of major attraction that to other one, it is necessary to think that, when the difference in the distance among the centers does not overcome a certain level or threshold, is converted into an irrelevant criterion of election. That is to say, before two different centers, the consumer can be prepared to support certain cost of additional displacement if it him allows to accede to better offers. The monitoring of these suppositions constitutes the aim (lens) of this work. For it we rely on the information obtained of a personal survey questionnaire constructed, directed 350 individuals who take part in the familiar decisions of buy in Aracaju's homes (Brazil).</span></p>
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