APPENDIX A: INSTRUMENTS Preference Survey From Scene Rating From Scene Description Form Questionnaire Questions (Important Shopping Attributes, Shopping Behaviors, and Socio-Economic Backgrounds) 242
1. Scene Rating Form This section asks you to rate each picture from different shopping environments. Please circle the number, which indicates how much you like or prefer each scene. 1 = not preferred, 2 = preferred a little, 3 = preferred somewhat, 4 = preferred, 5 = very much preferred Example: 1 2 3 4 5 1.) 1 2 3 4 5 2.) 1 2 3 4 5 3.) 1 2 3 4 5 4.) 1 2 3 4 5 5.) 1 2 3 4 5 6.) 1 2 3 4 5 7.) 1 2 3 4 5 8.) 1 2 3 4 5 9.) 1 2 3 4 5 10.) 1 2 3 4 5 11.) 1 2 3 4 5 12.) 1 2 3 4 5 13.) 1 2 3 4 5 14.) 1 2 3 4 5 15.) 1 2 3 4 5 16.) 1 2 3 4 5 17.) 1 2 3 4 5 18.) 1 2 3 4 5 19.) 1 2 3 4 5 20.) 1 2 3 4 5 21.) 1 2 3 4 5 22.) 1 2 3 4 5 23.) 1 2 3 4 5 24.) 1 2 3 4 5 25.) 1 2 3 4 5 26.) 1 2 3 4 5 27.) 1 2 3 4 5 28.) 1 2 3 4 5 29.) 1 2 3 4 5 30.) 1 2 3 4 5 31.) 1 2 3 4 5 32.) 1 2 3 4 5 33.) 1 2 3 4 5 34.) 1 2 3 4 5 35.) 1 2 3 4 5 36.) 1 2 3 4 5 37.) 1 2 3 4 5 38.) 1 2 3 4 5 39.) 1 2 3 4 5 40.) 1 2 3 4 5 41.) 1 2 3 4 5 42.) 1 2 3 4 5 43.) 1 2 3 4 5 44.) 1 2 3 4 5 45.) 1 2 3 4 5 46.) 1 2 3 4 5 47.) 1 2 3 4 5 48.) 1 2 3 4 5 49.) 1 2 3 4 5 50.) 1 2 3 4 5 51.) 1 2 3 4 5 52.) 1 2 3 4 5 53.) 1 2 3 4 5 54.) 1 2 3 4 5 55.) 1 2 3 4 5 56.) 1 2 3 4 5 57.) 1 2 3 4 5 58.) 1 2 3 4 5 59.) 1 2 3 4 5 60.) 1 2 3 4 5 243
2. Scene Description Form Please write down a word or two that best describes each scene. Scene 1: Scene 2: Scene 3: Scene 4: Scene 5: Scene 6: Scene 7: Scene 8: Scene 9: Scene 10: Scene 11: Scene 12: 244
3. Questionnaire Questions A. Please rate how important each of these are to your decisions about where you like to shop. 1 = not important and 5 = very important. Not Important Very Important 1. A large selection of types of merchandise 1 2 3 4 5 2. A large selection of brands of the same type of merchandise 1 2 3 4 5 3. Specialty and interesting products 1 2 3 4 5 4. Product quality 1 2 3 4 5 5. Low prices 1 2 3 4 5 6. Negotiable price 1 2 3 4 5 7. Quality of service 1 2 3 4 5 8. Clean environment 1 2 3 4 5 9. Air conditioned 1 2 3 4 5 10. Safe and secure environment 1 2 3 4 5 11. Interesting things to see or do while shopping 1 2 3 4 5 12. A visually pleasing environment 1 2 3 4 5 13. Places to sit and rest 1 2 3 4 5 14. Opportunity to get something to eat or drink 1 2 3 4 5 15. A favorite department store 1 2 3 4 5 16. Movie theaters 1 2 3 4 5 17. Entertainment center 1 2 3 4 5 18. Services such as bank and post office 1 2 3 4 5 19. Easy way-finding 1 2 3 4 5 20. Close to home 1 2 3 4 5 21. Close to work 1 2 3 4 5 22. Convenient parking 1 2 3 4 5 23. Easy access by public transportation 1 2 3 4 5 24. Advertising 1 2 3 4 5 25. Discount activities 1 2 3 4 5 26. Promotion such as demonstration and participation 1 2 3 4 5 27. Presence of Many people and activities 1 2 3 4 5 B. Following questions ask about how you shop. Please select the number in front of the answer that best describes how you shop. 28. Do you do most of the household shopping for food and other everyday use products? Yes, No 29. In your household, who decide what to buy for large scale and high price products such as TV, refrigerator, or other electric products? Husband, Wife, Children, All together, Other, please specify 30. In your household, who decide what tobuy for convenience and everyday use products? Husband, Wife, Children, All together, Other, please specify 31. In your household, who decide where to shop? 245
Husband, Wife, Children, All together, Other, please specify 32. On average, how many hours do you spend for each shopping visit? Less than1/2, 1/2-1 hour, 1-3 hours, 3-5 hours, More than 5 hour 33. On average, how much do you spend for each shopping trip? Less than 100 Baht, 100 to 300 Baht, 301 to 500 Baht, 501 to 1000 Baht, More than 1000 Baht 34. Which days of the week do you go shopping most of the time? Week days, Weekends 35. What time of day do you go shopping most of the time? In the morning, At noon, In the afternoon, In the evening, 5 At night. 36. How do you go shopping most of the time? By yourself, With family members, With the assistance or a driver, With 1 or 2 friends, With 3 or more friends, Other, please specify 37. If you are meeting others, how do you arrange to meet? Meet before arriving at shopping place, Meet at a particular landmark in the shopping area, Meet at a sitting or waiting area in shopping place, Meet at a specific store in the area, Meet in a restaurant or a café, Other, please specify C. Please check the response that best describes you. (This information will be used for categorization purpose only) 38. What is your home community? Community, City What best describes your home community? Urban area, Suburban area, Rural area, Other, please specify 39. How many people in your household? 40. What is your status in the household? Husband, Wife, Children, Relatives, workers, or roommates 41. What is your highest level of education? Elementary school, High school diploma, Some years in college or associate degree, Bachelor s degree, Master s degree or higher 42. What is your age group? 20 or under, 21-25, 26-30, 31-40, 41-50, 51-60, 61-70, 71 or over 246
43. What is your gender? Male, Female 44. What is your marital status? Single, Married living together, Married but separated, Divorce or widow 45. How many children do you have? 46. What is your occupation?. 47. What is your household income in Baht per month? 0-5,000, 5,001-10,000, 10,001-15,000, 15,001-20,000, 20,001-25,000, 25,001-30,000, 30,001-35,000, 35,001-40,000, 40,001-45,000, 45,001-50,000, 50,001-55,000, 55,001-60,000, 60,001-65,000, 65,001-70,000, Higher than 70,000 48. What is your personal income or allowance in Baht per month? 0-5,000, 5,001-10,000, 10,001-15,000, 15,001-20,000, 20,001-25,000, 25,001-30,000, 30,001-35,000, 35,001-40,000, 40,001-45,000, 45,001-50,000, higher than 50,000. 49. What is your personal expense in Baht per month? 0-5,000, 5,001-10,000, 10,001-15,000, 15,001-20,000, 20,001-25,000, 25,001-30,000, 30,001-35,000, 35,001-40,000, 40,001-45,000, 45,001-50,000, higher than 50,000. 247
APPENDIX B: BANGKOK POPULATION AND SAMPLE DISTRIBUTION Table B.1: Bangkok Population Characteristics Population Characteristics of Greater Bangkok Categories Attributes % in Greater BKK Gender Male 48 Female 52 Age 12-14 5 15-19 10 20-24 12 25-29 13 30-39 24 40-49 17 50+ 19 Occupation Prof./Executive/Snr.govt officers 3 Businessmen/merchant/ proprietor 10 Clerical/sales/Jnr. Govt officers 16 Skilled/Semi-skilled/craftsmen& tradesman 12 Unskilled worker 23 Farmers/fishermen 0 Student 16 Housewife 10 Unemployed 4 Retired 7 White Collar 29 Blue Collar 35 Others 37 Household Income < 4,000 2 (Baht/Month) 4,000-4,999 1 5,000-5,999 2 6,000-6,999 3 7,000-7,999 2 8,000-8,999 4 9,000-9,999 2 10,000-12,499 11 12,500-14,999 5 15,000-17,499 10 17,500-19,999 4 20,000-24,999 16 25,000-29,999 6 30,000-34,999 11 35,000-39,999 4 40,000-49,999 7 50,000-74,999 9 75000+ 4 Education No formal education 4 Primary school 35 Secondary school 18 Diploma/Vocational school 25 Bachelor Degree+ 19 Source: Media Index, AC Nielson (Thailand) Co. Ltd updated Year 2002 248
Table B.2: Sampling Quota Table Sampling Quota Table Gender Male Categories Subcategories % of Total Population Order A Order B Order C Total Age 20 or Under 14 8 10 8 26 21-30 29 18 18 17 53 31-40 25 15 18 13 46 41-50 17 12 8 10 30 51 and Over 15 7 7 7 21 Subtotal 100 60 61 55 176 Female Income 20,000 or Under 48 25 30 22 77 20,001-40,000 34 22 15 22 59 40,001 or Over 18 13 16 11 40 Subtotal 100 60 61 55 176 Age 20 or Under 14 9 11 11 31 21-30 29 18 17 17 52 31-40 25 12 14 12 38 41-50 17 11 8 13 32 51 and Over 15 9 10 8 27 Subtotal 100 59 60 61 180 Income 20,000 or Under 48 23 27 24 74 20,001-40,000 34 23 18 22 63 40,001 or Over 18 13 15 15 43 Subtotal 100 59 60 61 180 Total 119 121 116 356 249
APPENDIX C: IRB APPROVAL DOCUMENT 250
APPENDIX D: SCENE INFORMATION Figure D1: Scene Information Table D1: Descriptive Statistic Table Figure D2: Scree Plot Table D2: Total Variance Explained Table D3: Factor Loading Table 251
Figure D.1: Scene Information Scene Information Table Scene No: 1 Subtype: Fresh Market Mean: 3.07 SD: 1.22 Dimension: Traditional Fresh Loading:.793 Scene No: 2 Subtype: Fresh Market Mean: 2.64 SD: 1.19 Dimension: Traditional Fresh Loading:.444 Scene No: 3 Subtype: Fresh Market Mean: 2.83 SD: 1.11 Dimension: Traditional Fresh Loading:.633 Scene No: 4 Subtype: Fresh Market Mean: 2.71 SD: 1.18 Dimension: Traditional Fresh Loading:.586 Scene No: 5 Subtype: Fresh Market Mean: 2.25 SD: 1.15 Loading:.600 Scene No: 6 Subtype: Fresh Market Mean: 2.57 SD: 1.17 Loading:.515 Scene No: 7 Subtype: Pedestrian Vender Mean: 2.23 SD: 1.10 Loading:.704 Scene No: 8 Subtype: Pedestrian Vender (indoor) Mean: 2.42 SD: 1.12 Loading:.349 Scene No: 9 Subtype: Pedestrian Vender (Upgraded) Mean: 2.47 SD: 1.08 Dimension: Modern Malls w/ Exposed Products Loading:.635 Scene No: 10 Scene No: 11 Scene No: 12 252
Subtype: Pedestrian Vender Mean: 2.10 SD: 1.12 Loading:.603 Subtype: Weekend Market Mean: 2.48 SD: 1.11 Loading:.499 Subtype: Weekend Market Mean: 3.29 SD: 1.15 Dimension: Traditional Fresh Loading:.454 Scene No: 13 Subtype: Weekend Market w/ Fresh Fruits Mean: 2.95 SD: 1.10 Dimension: Traditional Fresh Loading:.459 Scene No: 14 Subtype: Weekend Market w/ Seats Mean: 2.52 SD: 1.18 Dimension: Outdoor w/ Vegetation Loading:.539 Scene No: 15 Subtype: Weekend Market w/ Seats Mean: 2.22 SD: 1.11 Loading:.642 Scene No: 16 Subtype: Weekend Market w/ Vegetation Mean: 2.58 SD: 1.31 Dimension: Outdoor w/ Vegetation Loading:.627 Scene No: 17 Subtype: Weekend Market w/ Vegetation Mean: 2.67 SD: 1.27 Dimension: Outdoor w/ Vegetation Loading:.627 Scene No: 18 Subtype: Weekend Market (Open Area) Mean: 2.12 SD: 1.12 Loading:.823 Scene No: 19 Subtype: Weekend Market (Open Area) Mean: 2.16 SD: 1.55 Loading:.721 Scene No: 20 Subtype: Weekend Market (Open Area) Mean: 2.25 SD: 1.17 Loading:.676 Scene No: 21 Subtype: Weekend Market (Open Area) Mean: 2.02 SD: 1.10 Loading:.897 253
Scene No: 22 Subtype: Weekend Market (Open Area) Mean: 1.97 SD: 1.05 Loading:.766 Scene No: 23 Subtype: Wide Walkway Mean: 3.02 SD: 1.19 Loading:.676 Scene No: 24 Subtype: Wide Walkway Mean: 3.25 SD: 1.14 Loading:.773 Scene No: 25 Subtype: Wide Walkway Mean: 3.16 SD: 3.19 Loading:.879 Scene No: 26 Subtype: Wide Walkway Mean: 3.19 SD: 1.03 Loading:.536 Scene No: 27 Subtype: Wide Walkway Mean: 3.04 SD: 1.14 Loading:.753 Scene No: 28 Subtype: Walkway w/ Seats Mean: 3.14 SD: 1.08 Loading:.604 Scene No: 29 Subtype: Walkway w/ Seats Mean: 3.07 SD: 1.13 Loading:.809 Scene No: 30 Subtype: Walkway w/ Seats Mean: 3.25 SD: 1.05 Loading:.644 Scene No: 31 Subtype: w/ Open Café Mean: 3.17 SD: 1.20 Loading:.821 Scene No: 32 Subtype: w/ Open Café Mean: 3.26 SD: 1.09 Loading:.675 Scene No: 33 Subtype: w/ Open Café Mean: 3.17 SD: 1.08 Loading:.748 Scene No: 34 Scene No: 35 Scene No: 36 254
Subtype: Narrow Space w/ Exposed Products Mean: 2.74 SD: 1.13 Dimension: Modern Malls w/ Exposed Products Loading:.661 Subtype: Narrow Space w/ Exposed Products Mean: 2.77 SD: 1.09 Dimension: Modern Malls w/ Exposed Products Loading:.462 Subtype: Narrow Space w/ Exposed Products Mean: 2.79 SD: 1.08 Dimension: Modern Malls w/ Exposed Products Loading:.566 Scene No: 37 Subtype: Common Area w/ Product Display Mean: 3.00 SD: 1.05 Loading:.654 Scene No: 38 Subtype: Common Area w/ Product Display Mean: 3.00 SD: 0.99 Loading:.619 Scene No: 39 Subtype: Common Area w/ Product Display Mean: 3.30 SD: 1.04 Loading:.604 Scene No: 40 Subtype: Central Open Space Mean: 3.78 SD: 1.10 Loading:.542 Scene No: 41 Subtype: Central Open Space Mean: 3.23 SD: 1.13 Loading:.662 Scene No: 42 Subtype: Central Open Space Mean: 3.50 SD: 1.01 Loading:.577 Scene No: 43 Subtype: Food Court Mean: 2.93 SD: 1.12 Dimension: Modern Malls w/ Exposed Products Loading:.345 Scene No: 44 Subtype: Food Court Mean: 3.19 SD: 1.08 Loading:.769 Scene No: 45 Subtype: Food Court Mean: 3.02 SD: 1.06 Loading:.521 Scene No: 46 Scene No: 47 Scene No: 48 255
Subtype: Passage Mall Mean: 2.78 SD: 1.04 Dimension: Modern Malls w/ Exposed Products Loading:.372 Subtype: Passage Mall Mean: 2.92 SD: 1.11 Loading:.613 Subtype: Passage Mall Mean: 2.97 SD: 1.03 Loading:.496 Scene No: 49 Subtype: Outdoor Mean: 3.28 SD: 1.17 Dimension: Outdoor w/ Vegetation Loading:.444 Scene No: 50 Subtype: Outdoor Mean: 2.76 SD: 1.13 Dimension: Outdoor w/ Vegetation Loading:.471 Scene No: 51 Subtype: Outdoor Mean: 3.16 SD: 1.25 Dimension: Outdoor w/ Vegetation Loading:.513 256
Table D.1: Descriptive Statistic Table Descriptive Statistics SLIDE01 SLIDE02 SLIDE03 SLIDE04 SLIDE05 SLIDE06 SLIDE07 SLIDE08 SLIDE09 SLIDE10 SLIDE11 SLIDE12 SLIDE13 SLIDE14 SLIDE15 SLIDE16 SLIDE17 SLIDE18 SLIDE19 SLIDE20 SLIDE21 SLIDE22 SLIDE23 SLIDE24 SLIDE25 SLIDE26 SLIDE27 SLIDE28 SLIDE29 SLIDE30 SLIDE31 SLIDE32 SLIDE33 SLIDE34 SLIDE35 SLIDE36 SLIDE37 SLIDE38 SLIDE39 SLIDE40 SLIDE41 SLIDE42 SLIDE43 SLIDE44 SLIDE45 SLIDE46 SLIDE47 SLIDE48 SLIDE49 SLIDE50 SLIDE51 Mean Std. Deviation Analysis N 3.07 1.21 353 2.63 1.18 353 2.83 1.11 353 2.71 1.18 353 2.24 1.15 353 2.57 1.17 353 2.23 1.10 353 2.41 1.12 353 2.47 1.08 353 2.10 1.12 353 2.48 1.11 353 3.29 1.14 353 2.95 1.09 353 2.52 1.18 353 2.23 1.11 353 2.59 1.30 353 2.67 1.26 353 2.12 1.12 353 2.15 1.14 353 2.26 1.17 353 2.03 1.11 353 1.97 1.05 353 3.01 1.19 353 3.25 1.14 353 3.16 1.14 353 3.18 1.03 353 3.04 1.14 353 3.13 1.08 353 3.06 1.13 353 3.24 1.05 353 3.17 1.20 353 3.26 1.10 353 3.16 1.08 353 2.73 1.13 353 2.77 1.09 353 2.78 1.08 353 3.00 1.06 353 3.00.99 353 3.31 1.04 353 3.77 1.10 353 3.23 1.14 353 3.50 1.01 353 2.92 1.12 353 3.19 1.08 353 3.02 1.06 353 2.77 1.03 353 2.91 1.11 353 2.97 1.03 353 3.28 1.17 353 2.76 1.13 353 3.16 1.24 353 257
Table D.2: Total Variance Explained Factor 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Total % of Variance Cumulative % Total % of Variance Cumulative % Total 13.158 25.800 25.800 12.652 24.809 24.809 11.850 9.044 17.734 43.534 8.568 16.801 41.609 8.364 2.354 4.616 48.150 1.718 3.370 44.979 5.709 1.912 3.749 51.899 1.513 2.967 47.946 4.515 1.396 2.736 54.636.897 1.759 49.705 7.248 1.112 2.181 56.817 1.069 2.097 58.914 1.029 2.018 60.932.994 1.948 62.880.906 1.777 64.657.871 1.708 66.365.810 1.587 67.953.788 1.545 69.497.757 1.484 70.981.725 1.421 72.403.699 1.370 73.773.651 1.276 75.049.635 1.246 76.294.619 1.214 77.508.596 1.170 78.678.589 1.154 79.832.559 1.096 80.928.530 1.039 81.967.515 1.010 82.977.494.969 83.946.476.933 84.879.453.889 85.768.439.861 86.629.427.838 87.466.426.836 88.302.407.799 89.101.385.755 89.855.369.724 90.579.364.714 91.293.354.694 91.987.350.686 92.673.332.652 93.325.307.603 93.927.298.584 94.511.289.567 95.078.281.551 95.629.280.549 96.179.263.517 96.695.245.481 97.176.239.469 97.645.231.453 98.099.219.429 98.527.208.407 98.934.198.389 99.323.177.347 99.670.168.330 100.000 Extraction Method: Maximum Likelihood. a. When factors are correlated, sums of squared loadings cannot be added to obtain a total variance. 258
Figure D.2: Scree Plot 14 Scree Plot 12 10 8 6 4 Eigenvalue 2 0 1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 Factor Number 259
Table D.3: Factor Loading Table Pattern Matrix a SLIDE01 SLIDE02 SLIDE03 SLIDE04 SLIDE05 SLIDE06 SLIDE07 SLIDE08 SLIDE09 SLIDE10 SLIDE11 SLIDE12 SLIDE13 SLIDE14 SLIDE15 SLIDE16 SLIDE17 SLIDE18 SLIDE19 SLIDE20 SLIDE21 SLIDE22 SLIDE23 SLIDE24 SLIDE25 SLIDE26 SLIDE27 SLIDE28 SLIDE29 SLIDE30 SLIDE31 SLIDE32 SLIDE33 SLIDE34 SLIDE35 SLIDE36 SLIDE37 SLIDE38 SLIDE39 SLIDE40 SLIDE41 SLIDE42 SLIDE43 SLIDE44 SLIDE45 SLIDE46 SLIDE47 SLIDE48 SLIDE49 SLIDE50 SLIDE51 Factor 1 2 3 4 5-7.65E-03 7.283E-03.793 2.638E-03-8.17E-02 4.555E-04.431.444 -.146 3.531E-02 5.171E-02 8.954E-02.633 2.574E-02 8.500E-02 5.752E-03.310.586 -.133-8.28E-02 9.524E-03.600.235-9.44E-02-1.78E-02 6.224E-02.515.417-3.36E-02-9.85E-02 3.349E-02.704 4.904E-02-6.82E-02 3.658E-02.110.349.102 5.744E-02.209.110-4.77E-02 2.699E-02 2.825E-02.635-5.13E-03.603 9.591E-02-1.02E-02-4.23E-03-1.76E-02.499.225.126 5.745E-02 -.127-9.99E-02.454.325.106 -.163.222.459.114.113 1.142E-02.160-4.62E-02.539 1.782E-03-1.44E-02.642 2.715E-02.196-7.29E-03 -.230.115 4.267E-02.627.120 -.193 4.184E-02 2.443E-02.627.165-3.52E-02.823-4.02E-02 4.239E-02-6.27E-02 3.397E-02.721 9.207E-03-7.71E-02 4.378E-02 -.127.676-8.40E-02.147 1.333E-02-2.84E-02.897 -.175 3.453E-02-3.77E-02 9.198E-02.766 -.201 7.612E-02-3.43E-02.676-3.44E-02 -.168 3.092E-02-1.60E-02.773-6.35E-02 6.781E-02 4.597E-02 -.113.879 3.766E-02 9.891E-02 -.117 -.153.536 -.108.149-2.79E-02.189.753-1.93E-02-2.14E-02-2.08E-02 5.059E-02.604-6.78E-02 1.619E-02 3.667E-02.163.809.150-9.91E-02-2.02E-02-7.05E-02.644-3.03E-02 -.106 4.604E-02.149.821 8.529E-02-5.43E-02-9.48E-02 -.171.675-2.22E-02-5.47E-02 2.135E-02.132.748-1.43E-02 2.070E-02-5.29E-02-1.74E-02.114 3.664E-02 4.057E-03-3.81E-02.661.324-5.68E-02 9.105E-02-4.40E-03.462.215 9.026E-02 -.144 6.344E-02.566.654 3.252E-02 2.759E-02-3.26E-02.110.619 9.806E-02 -.157-5.84E-02.214.604-7.57E-03-5.04E-03 2.566E-02.108.542 -.272.133.162 -.115.662 4.190E-02 2.333E-02.123 -.257.577 -.102 6.580E-02-7.67E-02 7.841E-02.328 3.039E-02.132 8.513E-02.345.769 7.273E-02 3.815E-02-4.84E-02-4.48E-02.521 6.870E-04-2.06E-02-4.62E-03.282.323.139 7.193E-03 2.428E-02.372.613.111 -.200-2.40E-02.204.496-5.57E-02.164-2.59E-02.364.439-6.99E-02 7.298E-02.444 -.163.315 6.826E-02 1.599E-02.471-2.25E-02.313-3.52E-02 6.315E-02.513 -.266 Extraction Method: Maximum Likelihood. Rotation Method: Promax with Kaiser Normalization. a. Rotation converged in 9 iterations. 260