Abstract
Abstract Northland is a large off-street shopping complex in Melbourne's north-eastern suburbs. In 1981, Myer, the site owners, proposed to double the retail floorspace. To be commercially successful an expanded Northland will have to penetrate the market area of neighbouring shopping complexes. This article reports on the present shopping behaviour and preference of households living in an area marginal to Northland's current market area. It was discovered that they were generally satisfied with their present shopping opportunities and would be unlikely to shop at an expanded Northland.
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