Retail Trade in Odense: Shopping Habits, 1978

The principal purpose of the survey is to determine the shopping patterns of people living in the municipality of Odense and to relate this to the descriptions of other authors; secondly, the survey aims at determining what sort of attraction retail shopping in Odense has for the population of the rest of Funen. Part one of the survey maps out the structure of retail trade in Odense as of 1 September, 1978 and describes the changes which have taken place since 1970. The period 1970-1978 was chosen because it saw the opening of two discount shops and two covered shopping centres. Presumably this has changed the structure of retail trade considerably. The starting point of the mapping out is a theoretical exposition of the structure of retail trade; and the changes of this structure are related to the changes expected from the theory. Part two of the survey is an exposition of literature on consumers' choices of places of purchase, with special reference to the attraction of shopping areas for customers, the shopping patterns of customers, and the images of the shopping precincts. This part of the survey primarily concentrates on customers in Odense, but consumers from the rest of Funen are included when possible. The project comprises two independent surveys, one of the municipality of Odense (the Odense Survey) and one of the rest of Funen (the Funen Survey)