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The impact of Stellenbosch Square on retail buying patterns in Paradyskloof

Van der Merwe, J. M. P. (2006-12)

Thesis (MA (Geography and Environmental Studies))--University of Stellenbosch, 2006.


The retail sector provides geographers with a major area of analysis where they can apply their specialist knowledge to solve and explain real-world problems. Over the years there have been significant changes in the locations where South Africans shop. Retail shops are moving from city centres (CBDs) to more accessible and attractive locations on the city’s edge. This phenomenon is also evident in the retail structure of Stellenbosch. Stellenbosch Square is a multi-million-rand shopping centre that has been erected on the edge of Stellenbosch. The retail buying patterns of the Paradyskloof neighbourhood (in Stellenbosch) was analysed and placed in context with Stellenbosch Square. Paradyskloof is situated between Stellenbosch Square and Die Boord shopping centre, which is situated more closely to the CBD. The null hypothesis states that: “The buying patterns of the residents of Paradyskloof did not change significantly after the building of Stellenbosch Square, a shopping centre situated between Stellenbosch and the Somerset West shopping centre.” The overarching aim is to describe and explain the extent of the current retail buying patterns of the Paradyskloof population and compare them to the predicted results of the Flowmap 7.2 origin-constrained gravity model with regards to Stellenbosch Square shopping centre. The Paradyskloof retail buying patterns was determined by a random distributed questionnare survey. The modelled results are compared to the actual buying patterns and the findings are placed in context. Various types of data (primary and secondary) were collected. The origin-constrained gravity model was calibrated with the mean trip lengths (MTL). The modelled results predicted that all of the Paradyskloof residents shop at Stellenbosch Square. To determine the actual buying patterns, 250 questionnaires were spatially distributed with the aid of a random sampling of erven within the Paradyskloof neighbourhood. The survey indicated that only 44% of the respondents shop at Stellenbosch Square. Some of the reasons for why some of the residents still shop closer to the CBD are: high mobility, high number of scholars, multi-functional trips, banking and postal services etc. The rationale behind Stellenbosch Square and the role it plays within the Stellenbosch retail market has also been provided.

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