|M.Sc Student||Aspler Rivka|
|Subject||Consumer Behavior of Women in the Contemporary City -|
Natanya Case Study
|Department||Department of Architecture and Town Planning||Supervisors||Professor Emeritus Rachel Kallus|
|Professor Pnina Plaut|
The study examines consumer behavior of women, in a heterogeneous urban space. In the study the term "Retail Space" is used in order to describe the space in which women shop, work, rest, spend some time with their children etc. The study examines the following questions: Where do different women shop? Why do women use certain Retail Spaces? How do they arrive to the Retail Space? And how long do they stay at the Retail Space? Eighty women were interviewed. The women have been interviewed in their homes. Therefore, they have reported their stated consumer behavior. Consumer behavior has been measured by a-parametrical tests. The study results indicate that different women use different Retail Spaces in the urban space. Additionally, consumer behavior of women changes when the task definition is changed. Therefore, women use a specific Retail Space in order to shop for basic products and a different Retail Space in order to shop for non-basic products. The findings indicate that most of the women see shopping as a chance for spending some time out. According to the findings, women prefer different Retail Spaces, though they have similar needs. The findings indicate, as well, that the gravitation model has to be refined. The findings of this study show that elderly (age 65+) or very young women (age 18-24), whose family income is below average, tend to shop at the Retail Space nearest to their homes. However, women at the ages of 25-49, whose family income is above average, tend to shop for non basic products at Retail Spaces that are not necessarily closest to their homes.