Abstract
Investigates the impact of retail customers’ attitudes towards local retail establishments and their impact on local retail trading behaviour. Heads of 206 households were interviewed by telephone in two separate Indiana towns, each located approximately 55 miles from a major metropolitan trading area. Findings indicate there is strong positive correlation between the attitudes of consumers and local economic performances. Poor attitudes of consumers towards local business resulted in a higher percentage of income spent outside the community, which may reduce the growth of local business and employment opportunity. The unemployment rate of the community with positive attitudes was 2.2 per cent compared to 7.5 per cent of the community with negative attitudes. Suggests that small businesses and local retailers should have a concept of competition and provide service and satisfaction to the customer, instead of sitting back and being complacent.
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