The need to monitor market changes, competitive activities and own performance is satisfied with a measurement procedure based upon consumer attitudes. In addition to being simple and inexpensive to administer, the procedure demonstrates reliability, validity, and discrimination. Penetrating questions about store patronage can be answered with the use of this procedure.The study reported here has depended upon a measurement procedure in which validity and discrimination can be demonstrated. To fully appreciate this evidence, however, it is necessary to know the background and development of the market under study. A historical summary will be provided followed by a description and evaluation of the measurement procedure. In addition, this paper will illustrate three penetrating analyses of the data.