Aires de marché et choix des destinations de consommation pour les achats réalisés au cours de la semaine – Le cas de la région de Québec

Since the early 1990s, big box stores have profoundly modified the retail structure of Canadian cities. This entails multiple consequences, beyond the mere competition between establishments, for the evolving relationships between diversity of retail forms, consumer behaviour and urban planning. These relationships are explored in the Québec Metropolitan Community, using detailed databases, including establishment directories, mobility surveys and a virtual road network, integrated into a regional GIS. Trade areas of commercial streets, shopping centers and big box stores are delineated and analyzed. Consumers' attributes, such as age, gender, type of household, mode of transport, which putatively influence the probability of patronizing one type of retail cluster compared to another type, are modelled using logistic regression. The influence of the relative location of cluster types on their capacity to attract consumers is also modelled in order to gain some understanding of the competition among and between types. The analysis suggests that, by and large, the growing number of big box stores has more negative consequences for shopping centres than they have for commercial streets. The study also clearly reveals the growing importance of shopping trips in the mobility profile of households and provides a knowledge base useful for urban planning.