Perceptual maps of supermarket locations.

Used multidimensional scaling algorithms to develop perceptual configurations of supermarket locations for 55 consumers. Individual and aggregate perceptual configurations were contrasted to an actual map of supermarket locations, and differences between configurations under 2 multidimensional scaling algorithms were described. Actual and perceived distances to each of the supermarkets were correlated with the frequency of shopping at the respective stores for each consumer. Results indicate that perceptual distances had a more significant relationship to shopping frequency than actual distances. (23 ref) (PsycINFO Database Record (c) 2010 APA, all rights reserved)