A shopping centre


The project discussed in this paper set out to investigate the potential of non-metric multi-dimensional scaling techniques in studying the basis of competition between stores. The intention was to experiment to provide guidance for further projects which would investigate inter-store competition in greater depth. The study concerned itself with seven stores each of which sell a range of ladies clothing. The stores are contained within a newly developed shopping centre at Amstelveen on the outskirts of Amsterdamand are only a short walking distance from each other.

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