Document Type


Degree Name

Master of Arts (MA)


Geography & Environmental Studies


Faculty of Arts

First Advisor

Pavlos Kanaroglou

Advisor Role

Thesis Co-Supervisor

Second Advisor

Alfred Hecht

Advisor Role

Thesis Co-Supervisor


Many marketing geographers concern themselves with the study of consumer spatial choice behaviour. Addressing some of the concerns, this thesis provides an evidence of customers’ spatial shopping behaviour at the study region of Kitchener Census Metropolitan Area (CMA). A customer’s spatial choice decision-making in the study area was first assumed to be a two-levelled process: regional and subregional level. This study was to identify the factors motivating consumers’ choice on where to shop at these two levels. A previous 804 households’ shopping behaviour survey conducted by Dr. A. Hecht in 1986 was used as the data basis of this study. A behavioral model named Multinomial Logit Model was utilized as a major research method to investigate the factors influencing shoppers spatial choice decision-making process in light of selected attributes of thirteen shopping centres and the characteristics of consumers themselves. A choice frequency analysis was also employed to identify the influencing factors at the different levels. The results indicate that the distance from a shopper’s residence to the shopping centre decreases the probabilities of an individual patronizing that centre at the regional level, while the size of the shopping centre is mostly important for consumers at the subregional level.

Convocation Year


Convocation Season