Shopping-scape and Place Preference: the Psycho-Geographic Analysis of Shopping at Local Markets of Ogbomoso, Nigeria
Akindele O. A.1 Odetoye A. S.2 and Olatunji S. A.3.
1,Urban and Regional Planning Department, Ladoke Akintola University of Technology, Ogbomoso, Nigeria
2Department of Architecture, Ladoke Akintola University of Technology, Ogbomoso, Nigeria.
3Urban and regional Planning Department, Federal University of Oye Ekiti, Oye-Ekiti, Nigeria
DOI: 10.36108/laujoces/5202.51.0181
Abstract
The study appraised the psycho-geographic properties of the local markets, mirrored through the shopper’s experiences and perceptions in Ogbomoso, Nigeria; with the view to making relevant suggestions towards sustainable city design. Participant’s observation and questionnaire survey on 323 shoppers and 78 shop operators at six markets sampled, using multistage sampling procedure. Principal component analysis was used to separately produce linear composites of ‘Environmental Characteristic Index’ (ECI), ‘Shoppers’ Characteristics Index’ (SCI) on the one hand and ‘Shoppers’ Satisfaction Index’ (SSI) which is the dependent variable on the other. Multiple linear regression analysis was used to explain the relationship between ‘Shoppers’ Satisfaction Index’(dependent) and the duo of ‘Shoppers’ Characteristics Index’ (SCI) and ‘Environmental Characteristics Index’ (ECI) as independent variables. ‘Accessibility’ and ‘parking’ topped the list of the important variables of ECI. A reliable association (R= .87; R2 = 0.757 F =21.55 P value =.002) was observed between shoppers’ satisfaction and the joint linear composites of environmental characteristics (β =18.9) and shoppers’ characteristics (β = 0.89); The study concluded that environmental organization plays a vital role in the conditioning of the psyche of space users thus, market design is recommended to prioritize accessibility, parking, conveniences, privacy, and crime control and waste management to spur productive usage of market facilities in the area.
Keywords: Environmental psychology, Psycho-Geography, Shoppers’ Satisfaction, Traditional market