The influence of traffic congestion on shopping location choice in the eThekwini region

Abstract

Shopping used to be a key function that defined the Central Business District (CBD) (Evangelista, Low, Nguyen 2019: 150). However, the author believes that the central position occupied by traditional shopping locations as preferred shopping locations has deteriorated. Due to severe urban core traffic congestion, the decline in the dominance of the CBD can be attributed to the decrease in shopping trip frequency (Kusumowidagdo, Sachari, Sachari, and Widobo 2015: 53), as well as the increase in the establishment of nearby shopping locations in the outer areas of the city. Hence the loss of economic viability and the reduction of retail areas (Guimaraes 2018: 128). This study aims to determine the influence of traffic congestion on shopping preference in the Ethekwini area. Quantitative, non-probabilistic research methods, and convenience sampling techniques were used to identify and select the participants that make up the 400 participants. In this study, convenience and accessibility, tenant mix, entertainment, safety, and parking spaces are key attributes of shopping. The results also show that traffic congestion density affects shoppers’ perception of shopping location preferences. This study suggests that city decision makers must consider and combine all mitigation measures to eliminate traffic congestion and restore the economic vitality of the CBD. The results cannot be generalised to a wider population and are only applicable to the specific participants under study.