Data-driven urban commerce management: The case of Villena

GRADO: Adminis ación y Di ección de
Emp esas
Cu so 2021/2022
DATA-DRIVEN URBAN COMMERCE
MANAGEMENT: THE CASE OF VILLENA
Au o : Julen Pé ez Blanco
Di ec o : Jon Cha e ina Abando
Bilbao, a 24 de junio de 2022
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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Table o con en s
1. INTRODUCTION ......................................................................................................... 8
1.1. PURPOSE AND OBJECTIVES OF THE INVESTIGATION ................................................... 8
1.2. SCOPE .......................................................................................................................... 9
1.3. JUSTIFICATION OF THE PROJECT ................................................................................. 9
2. REVIEW OF THE LITERATURE .................................................................................... 10
2.1. URBAN COMMERCE REVITALIZATION PROGRAMS ................................................... 10
2.2. URBAN COMMERCIAL CENTRE .................................................................................. 13
2.3. DATA-DRIVEN MANAGEMENT .................................................................................. 15
3. CONTEXTUALIZATION OF THE CASE .......................................................................... 15
3.1. VILLENA ..................................................................................................................... 15
3.2. 03400 VILLENA APP ................................................................................................... 18
4. METHODOLOGY ....................................................................................................... 19
4.1. TIMELINE OF THE INVESTIGATION ............................................................................. 20
4.2. SOURCES OF INFORMATION USED ............................................................................ 21
4.3. QUANTITATIVE TECHNIQUE: SURVEY ........................................................................ 21
4.3.1. In o ma ion collec ion sys em .......................................................................... 21
4.3.2. Desc ip ion o he su ey ................................................................................. 22
4.3.3. Desc ip ion o he sample ob ained om he su ey ....................................... 23
5. RESULTS ................................................................................................................... 24
5.1. UNIVARIATE ANALYSIS .............................................................................................. 25
5.2. BIVARIATE ANALYSIS ................................................................................................. 32
5.2.1. Desc ip ion o he younges demog aphical g oup .......................................... 32
5.3. MULTIVARIATE ANALYSIS .......................................................................................... 33
5.3.1. Cha ac e isa ion o consume s in Villena by p o iling ..................................... 33
5.4. ANALYSIS OF OPEN-ENDED QUESTIONS .................................................................... 36
6. CONCLUSIONS, DISCUSSION, RECOMMENDATIONS AND LIMITATIONS .................... 38
6.1. CONCLUSION ............................................................................................................. 38
6.2. DISCUSSION AND RECOMMENDATIONS ................................................................... 39
6.3. LIMITATIONS AND FUTURE LINES OF INVESTIGATION .............................................. 41
BIBLIOGRAPHY .................................................................................................................. 42
ANNEX .............................................................................................................................. 45
ANNEX 1: POPULATION DENSITY AND AVERAGE AGE OF POPULATION IN 2019 CONTRASTED WITH MAIN
AFFLUENCE AREAS .................................................................................................................... 45
ANNEX 2: QUESTIONNAIRE ........................................................................................................ 46
ANNEX 3: DIFFERENTIATING VARIABLES FOR CLASSIFICATION BY CLUSTER ANALYSIS ................................ 51
ANNEX 4: CROSS TABLES BETWEEN CLUSTERS AND SOCIO-DEMOGRAPHIC VARIABLES ............................. 54
ANNEX 5: CROSS TABLES OF VARIABLES USED FOR CLUSTER CHARACTERIZATION .................................... 56
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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Lis o ables:
Table 1: Ad an ages and disad an ages o u ban comme ce depending on loca ion ........... 11
Table 2: Timeline o he in es iga ion ..................................................................................... 20
Table 3: Desc ip i e s a is ics o a iables ela ed o cus ome sa is ac ion .......................... 26
Table 4: Di e en ia ing a iables o classi ica ion by clus e analysis ................................... 34
Table 5: Summa y o he compa ison in each clus e ............................................................. 34
Table 6: Cha ac e iza ion o clus e s wi h sociodemog aphic a iables ................................. 35
Table 7: Cha ac e iza ion o clus e s wi h mo e a iables ...................................................... 35
Table 8: Ca ego iza ion o he open-ended ques ions ........................................................... 36
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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Lis o igu es:
Figu e 1: Annual a e o change in household inal consump ion expendi u e ...................... 11
Figu e 2: Va iables a ec ing u ban managemen ................................................................... 14
Figu e 3: 2021 ae ial image o Villena ..................................................................................... 16
Figu e 4: 2021 popula ion py amid o Villena ........................................................................ 16
Figu e 5: Logo o Asociacion de Come cian es de Villena ....................................................... 17
Figu e 6: Pe cen age o he sample acco ding o gende ....................................................... 23
Figu e 7: Pe cen age o he sample acco ding o age ............................................................. 23
Figu e 8: Pe cen age o he sample acco ding o amilia si ua ion ....................................... 24
Figu e 9: Pe cen age o he sample acco ding o place o esidence ..................................... 24
Figu e 10: F equency dis ibu ion o he ques ion: “How o en do you shop a Villena u ban
comme ce?” ........................................................................................................................... 25
Figu e 11: F equency dis ibu ion o he ques ion: “Wha is he main eason o making
hese pu chases?” ................................................................................................................... 25
Figu e 12: F equency dis ibu ion o he ques ion: “Wha ype o pu chase do you usually
make?” .................................................................................................................................... 26
Figu e 13: F equency dis ibu ion o he ques ion: “How o en do you shop a he municipal
ma ke place?” ......................................................................................................................... 27
Figu e 14: F equency dis ibu ion o he ques ion: “Wha ype o pu chase do you usually
make a he municipal ma ke place?” .................................................................................... 28
Figu e 15: F equency dis ibu ion o he ques ion: “How o en do you shop a Thu sday’s
S ee ma ke ?” ...................................................................................................................... 28
Figu e 16: F equency dis ibu ion o he ques ion: “Wha ype o pu chase do you usually
make a Thu sday’s S ee ma ke ?” ...................................................................................... 29
Figu e 17: F equency dis ibu ion o he ques ion: “Which shopping mall do you usually
isi ?” ...................................................................................................................................... 29
Figu e 18: F equency dis ibu ion o he ques ion: “Wha ype o pu chase do you usually
make online?” ......................................................................................................................... 30
Figu e 19: F equency dis ibu ion o he ques ion: “Wha ype o pu chase do you usually
make a shopping malls?” ....................................................................................................... 30
Figu e 20: F equency dis ibu ion o he s a emen : “I buy in he local comme ce o Villena
because:” ................................................................................................................................ 31
Figu e 21: F equency dis ibu ion o he s a emen : “The main p oblems o comme ce in
Villena a e:” ............................................................................................................................ 31
Figu e 22: Type o pu chase do you usually make do young people make a Villena u ban
comme ce ............................................................................................................................... 33
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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Abs ac
Local comme ce has been impac ed by a ious ex e nal ac o s o e he
las decades. F om he changeo e o he eu o in he ea ly 2000s, o he g ea
economic ecession in 2008, o a global pandemic in he las wo yea s. Du ing
his pe iod, socie y has con inually e ol ed, changing as es and p e e ences,
which has been a majo challenge o small businesses.
In his way, local ade has been s udied by economis s and ins i u ions in
o de o push i owa ds new ends. The p esence on he In e ne is inc easing,
which is why he digi al ans o ma ion is becoming so impo an . New
echnologies p o ide a wide ange o oppo uni ies o comme ce, bu hey mus
be used co ec ly, o he wise hey will be incu ing on a cos . In his con ex , da a
and da a-d i en managemen is one o he main pilla s by which local councils,
associa ions and businesses a e being guided.
The esea ch has been ca ied ou in se e al s ages. Fi s ly, a
con ex ualiza ion o u ban comme ce and open shopping cen e s was ca ied
ou . In addi ion o explaining he many concep s ela ed o he subjec , a
p esen a ion o he ci y unde s udy was made. Finally, a quali a i e esea ch
was ca ied ou in collabo a ion wi h he ma ke ing consul ing company
Neu omobile and Asociación de Come cian es de Villena. Thanks o he cession
o he da a collec ed h ough a su ey ca ied ou by hem, i has been possible
o accomplish an analysis o he same, ob aining se e al conclusions ha will be
p esen ed a he end o he s udy.
Keywo ds: local comme ce, sma ci y, da a, people, shopping expe ience,
Villena.

Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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Resumen
El come cio local se ha is o a ec ado po di e sos ac o es ex e nos en las
úl imas décadas. Desde el cambio al eu o a p incipios de la década de los 2000,
pasando po la g an ecesión económica de 2008, has a una pandemia mundial
en los úl imos dos años. Du an e es e pe iodo, la sociedad ha e olucionado
con inuamen e, cambiando gus os y p e e encias, lo que ha supues o un g an
e o pa a el pequeño come cio.
Así, el come cio local ha sido es udiado po economis as e ins i uciones
pa a impulsa lo hacia nue as endencias. La p esencia en In e ne es cada ez
mayo , po lo que la ans o mación digi al es á adqui iendo una g an
impo ancia. Las nue as ecnologías apo an un amplio abanico de
opo unidades al come cio pe o se debe hace un co ec o uso de es as, ya que
si así no ue a, se es a ía incu iendo en un cos e. En es e con ex o, el da o y la
ges ión a a és de es e es uno de los p incipales pila es po el cual an o
ayun amien os como asociaciones y come cios se es án guiando.
La in es igación se ha lle ado a cabo en a ias e apas. En p ime luga , se
ha ealizado una con ex ualización del come cio u bano y de los cen os
come ciales abie os. Además de explica los nume osos concep os elacionados
con el ema, se ealiza á una p esen ación de la ciudad obje o de es udio. Po
úl imo, se lle a á a cabo una in es igación cuali a i a en colabo ación con la
emp esa de consul o ía de ma ke ing Neu omobile y la Asociación de
Come cian es de Villena. G acias a la cesión de los da os ecogidos a a és de
una encues a ealizada po ellos, se ha podido ealiza un análisis de es os,
ob eniendo a ias conclusiones que se p esen a án al inal de la esis.
Palab as cla e: come cio local, ciudad in eligen e, da os, pe sonas, expe iencia
de comp a, Villena.
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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Labu pena
Lekuko me ka a i za i hainba kanpo- ak o ek e agin dio e u eo an.
200ko hama kada en hasie an eu o a alda u zene ik, 2008ko a ze aldi
ekonomiko handi ik, azken bi u eo ako mundu mailako pandemia aino. Aldi
ho e an, giza eak e engabe eboluziona u du, be e gus uak e a lehen asunak
alda uz, e a ho i e onka handia izan da sal oki xikien za .
Ho ela, ekonomiala iek e a e akundeek okiko me ka a i za az e u du e
joe a be ie a a bul za zeko helbu ua ekin. In e ne eko p esen zia ge o e a
handiagoa da, e a, be az, e aldake a digi ala ga an zi handia ha zen a i da.
Teknologia be iek auke a uga i ema en dizkio e me ka a i za i, baina beha
bezala e abili beha di a, ho ela ez bali z, kos ua izango li za eke. Tes uingu u
ho e an, udalak, elka eak e a dendak da ua e abiliz e a kudea uz gida u beha
di a.
Ike ke a hainba e apa an bana u da. Lehenik e a behin, hi i-me ka a i za
e a me ka a i za-gune i ekiak es uingu uan koka uko di a. Gaia ekin lo u ako
kon zep u uga iak azal zeaz gain, az e gai den he ia en au kezpena egin da.
Azkenik, ike ke a kuali a ibo ba egin da Neu omobile, ma ke in-aholkula i zako
enp esa ekin e a Asociación de Come cian es de Villena- ekin lankide zan. Haiek
egindako inkes a ba en bidez jaso ako da uen lagapena i eske , da uen
az e ke a egin ahal izan da, e a esia en amaie an au kez uko di en hainba
ondo io a e a di a.
Gako-hi zak: okiko me ka a i za, hi i adimenduna, da uak, pe sonak, e oske a-
espe ien zia, Villena.
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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1. INTRODUCTION
Socie y is cons an ly e ol ing, and wi h i , new ends and p e e ences o sa is y. Local
comme ce is an economic ac i i y ha has had o analyse hese eme ging ends o adap i s
o e o cus ome s' needs. Addi ionally, hey ha e come up agains a e y di icul compe i o ,
he In e ne and i s online shopping pla o ms. Shopping po als such as Amazon o online
shops ha e made cus ome s p e e o wai a ew days o ecei e hei p oduc s a he han
pay a highe p ice in hei local shops.
In addi ion, he cu en si ua ion, ma ked by he Co id-19 pandemic, has pushed he
as majo i y o shops o hei limi s, and in many cases, hey ha e had o close. Businesses
ha e had o join o ces and make a maximum e o o ind solu ions o he loss o cus ome s.
Fo he eason ha local comme ce has o compe e agains he wo ld’s la ges companies,
hey need o ely on business associa ions, ins i u ional suppo and p o essional ad ice.
Se ing p og ams up as quickly as possible migh sound a p ope solu ion. E en i he
p og ams a e di e en om each o he , all o hem should aim o sol e he exis ing p oblem.
Howe e , i is essen ial o unde s and he eali y in as much de ail as possible o be able o
design hose plans and da a analysis is he i s s ep o ha .
1.1. PURPOSE AND OBJECTIVES OF THE INVESTIGATION
In he ollowing lines, he pu pose o he p esen wo k will be p esen ed in he i s
place. Nex , he objec i es, which a e di ided in o gene al (objec i es) and speci ic (sub-
objec i es). We will y o answe he p oposed objec i es h ough he quan i a i e pa o
he in es iga ion, by analysing he esul s o he su ey.
The objec i e o his s udy is o analyse he u ban shopping a ea in a medium-sized
own. The aim is o disco e he p o ile o he pe son who pu chases locally and o his
pu pose we a e going o s udy he municipali y o Villena in Alican e, Spain. To do his, a
compa ison will be made o how cus ome s beha e in di e en places whe e hey can make
hei shopping.
In addi ion o his, we a e also going o ind ou how ac o s such as p oximi y, p ice o
us exe an in luence on cus ome s when making hei pu chases. Mo eo e , his s udy aims
o o e solu ions o he p oblems ha cus ome s ha e exp essed in he su ey, o help he
comme ce o he own imp o e cus ome s’ shopping expe ience and consequen ly, he
numbe o sales. I is also in ended o y o analyse he ac o s why local shops a e losing
cus ome s in he younge age g oups, as a i s s ep o designing s a egies o e ain and
a ac his young g oup o pa icipa e in he local economy.
• Objec i e 1: desc ibing he beha iou o indi iduals in he local comme ce o
Villena, as well as hei as es and p e e ences.
o Sub-objec i e 1.1: de ining he equency o pu chases on he u ban
comme ce o Villena.
o Sub-objec i e 1.2: desc ibing he p oduc p e e ences on he u ban
comme ce o Villena.
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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o Sub-objec i e 1.3: desc ibing how he younge demog aphic g oup (18-44
yea s old) in e ac s wi h local comme ce in Villena.
o Sub-objec i e 1.4: o segmen Villena's shoppe s in o di e gen g oups
and o desc ibe each o hose g oups.
• Objec i e 2: o asce ain which a e he main pu chase mo i a o s in he local
comme ce o Villena.
o Sub-objec i e 2.1: Finding ou i he ac o s ha ac as pu chasing le e s
a y depending on he age o he pe son.
• Objec i e 3: measu ing he sa is ac ion le el o he clien s wi h he local
comme ce o Villena.
o Sub-objec i e 3.1: unde s anding he p oblems ha local comme ce o
Villena aces.
o Sub-objec i e 3.2: ge ing o know pe sonal opinions abou wha ype o
p oduc s people miss on Villena’s local shops.
• Objec i e 4: design a se ies o ecommenda ions o he own council and
Asociación de Come cian es de Villena o imp o e hei u ban shopping
expe ience and he se ices o e ed.
The objec i es pu sued in his esea ch ha e been designed by he au ho oge he
wi h he collabo a ing company and he associa ion o comme ce in Villena, unde he
supe ision o he p o esso u o ing i . These ha e been modi ied h oughou he p ocess o
mee he needs o he s akeholde s.
1.2. SCOPE
To de elop his esea ch, in o ma ion has been sough in a ious manuals, magazines,
websi es, among o he s, o de elop he con ex ualiza ion o u ban comme ce and he
li e a u e e iew.
In addi ion o his, we ha e also used he da a ob ained om a su ey ca ied ou in
Janua y 2022 in he own o Villena and which ha e been p o ided by he collabo a ing
company in his wo k, Neu omobile. In addi ion, bo h Asociación de Come cian es Villena and
he own council ha e p o ided epo s and w i en documen s ha ha e helped in he
p epa a ion o his documen .
As men ioned abo e, he s udy has been ca ied ou on he da a ob ained om a
su ey conduc ed by Neu omobile in he own o Villena in Feb ua y 2022. Al hough he as
majo i y o he pa icipan s a e esiden s o he own, i is wo h men ioning ha he e is a
sligh pa icipa ion o bo h ou is s and people om neighbou ing owns, people li ing in he
p o ince and people who spend hei holidays in he illage.
1.3. JUSTIFICATION OF THE PROJECT
The con inuous changes ha local comme ce has unde gone in ecen decades,
oge he wi h he unce ain y b ough by COVID-19, ha e led many local councils o s a
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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Figu e 3: 2021 ae ial image o Villena
Sou ce: Wikimedia Commons (2008)
Villena has a ne wo k o oads ha connec s i wi h nea by own and ci ies, which also
includes a highway ha connec s di ec ly wi h Alican e on side and wi h he capi al o Spain,
Mad id on he o he one. I also has a commu e ain s a ion, and a high-speed s a ion ha
is connec ed o he Spanish high-speed ain ne wo k.
Wi h a land su ace o 345,37 km2 he e was li ing 34.025 people in he ci y back in
2021. Popula ion densi y a ies depending on he comme cial zones in o which he own is
di ided. As can be seen in Annex 1, Villena is di ided in o eigh main a eas o a luence, and i
is he mos cen al ones ha ha e he highes popula ion densi y. Thus, a luence a eas 1, 2,
4, 5 and 6 a e whe e mos people li e.
The a e age age o esiden s in he own also a ies depending on he comme cial
zones. The second pic u e on he same annex shows how olde people end o li e in he
cen al shopping a eas, while younge people end o li e in shopping a eas u he ou , such
as 3 o 7. The e is a eason o his, which is ha housing is cheape on he ou ski s han in
he his o ic cen e o he own.
I has ele ance on he egion as 64,74% o he habi an s li e he e. The popula ion
py amid below shows he popula ion by i e-yea s g oups and gende in Villena on 1s Janua y
2021. (Ayun amien o de Villena, n.d.)
Figu e 4: 2021 popula ion py amid o Villena
Sou ce: compiled by au ho based on INE
The igu e displays a py amid wi h a eg essi e shape, which means ha he popula ion
ends o be middle-ad ance aged. This happens because he e is a la ge g oup o people li ing
-10,00% -5,00% 0,00% 5,00% 10,00%
0-4
15-19
30-34
45-49
60-64
75-79
90-94
Female Male

Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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in Villena, which a e be ween 30 and 64 yea s old, ep esen ing he 50,4% o he people li ing
in he own. The g oup om 15 o 29 is he 14,94% and he ones o e 64 yea s old is 18,62%
(Ins i u o Nacional de Es adís ica, 2021).
Rega ding economic ac i i y, he e we e 2.243 companies in Villena in 2021, om
which 11,77% we e dedica ed o indus ial ac i i ies and 12,8% o cons uc ion. The main
economic ac i i y in he ci y a e se ices, which ep esen 42,44% o he companies in he ci y.
(Emp esas po municipio y ac i idad p incipal(4721), n.d.). The unemploymen a e on 31s
Janua y 2022 was 13,13%, almos 3% supe io han he a e age on he Valencian Communi y
(Da os Es adís icos | T abajo | Villena - ARGOS, n.d.).
The ci y has egis e ed 35.384 ou is s du ing 2021 which is a la ge numbe o ou is s
han be o e he global pandemic. This has a mode a e impac on he economy o Villena,
which has been a ec ed du ing he las couple o yea s (P a s, 2022).
The comme cial amoun indica o shows he e a e 19 es ablishmen s pe 1000
habi an s. 251 a e classi ied as adi ional alimen a ion comme ce, 120 a e ocused on appa el
and oo wea , 96 o homewa e. Addi ionally he e a e 9 supe ma ke s, 1 hype ma ke and 22
mixed classi ied comme ce (Ayun amien o de Villena, n.d.).
They also ha e a comme cial associa ion named Asociacion de Come cian es de Villena
( om now on, i will be e e ed as ACV). I s ands o conduc ing he own in o a shopping
ci y, o e ing he ci izens he oppo uni y o ha ing some un while pu chasing a hei u ban
shopping cen e. To achie e ha , he associa ion de ends and ep esen s he business
in e es s, imp o es capabili ies and decision making, communica es by con inuous di usion,
and sa es cos s; always d i en by he p inciples o coope a ion, pa icipa ion, en i onmen al
comp omise, equali y, and inno a ion. (Asociación de Come cian es de Villena, n.d.).
Figu e 5: Logo o Asociacion de Come cian es de Villena
Sou ce: Asociación de Come cian es de Villena
2
This Associa ion, in collabo a ion wi h he Villena Town Council, launched he open
space shopping cen e p ojec in 2005. I was bo n wi h he pu pose o imp o ing he
accessibili y, u ban planning, ligh ing, cleaning and pa king o he comme cial s ee s o he
ci y.
This open space shopping cen e has been so success ul ha in 2017 he Minis y o
Economy and Compe i i eness awa ded i he Na ional In e io Comme ce Awa d in he
ca ego y o Open Shopping Cen es. This awa d ewa ds he p omo ion and mode niza ion o
he sec o as well as he pa ne ship shown by all pa ies in ol ed in he p ojec (Alca az,
2017).
2
The image has been p o ided by Asociación de Come cian es de Villena o use in his s udy. <15/03/2022>
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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3.2. 03400 VILLENA APP
As i is s a ed on Neu omobile`s web page, 03400 Villena is a digi al pla o m ha ’s has
been launched as an app which has become in o a solu ion o communica ion wi h ci izens
ha p o ides se ices o di e en a eas o he own hall. F om es i als o ou ism o
economic de elopmen , his pla o m emphasizes he ele an ole ha local comme ce has
wi hin he economic and cul u al ac i i y o he ci y and he impo ance o imp o ing u ban
comme cial en i onmen managemen h ough da a.
This solu ion was implemen ed by Neu omobile back in May 2020 in he middle o
Co id-19 pandemic o boos he local economy by enabling new channels o communica ion
wi h ci izens. The ou b eak had a ele an ole on he ini ial success o he app because i
p o ided he in o ma ion o he e olu ion o he pandemic in he ci y, which was pa o he
new se ices ha we e essen ial du ing ha pe iod. When he app was launched, 2000 ini ial
downloads we e achie ed.
As Asociación de Come cian es de Villena indica es, women a e he ones ha use mos
his app, since only 38,42% o he use s a e men. Mo eo e , 43% o he use s a e olde han
45 yea s, which shows ha his segmen has ind he app use ul. The e a e mo e han 350
businesses pa icipa ing in he app, which has also helped g owing ACV in 50 mo e membe s.
As his pla o m o cap u ing da a enables a la ge lexibili y o o e se ices o ci izens,
oge he wi h he own hall and wi h ACV hey ha e added new se ices o cap u e new
segmen s. By adding local es au an s home deli e y se ices and managemen o icke s o
summe conce s and es i als hey ha e pushed young people om 18 o 25 people in o local
shopping.
This app is an implemen a ion o he Dynamic U ban Comme ce (DUC) solu ion o e ed
by Neu omobile. This company was bo n be ween 2013 and 2014, h ough an idea ha aised
du ing S a -up Weekend con es in Mu cia. I was i s designed o se e as pla o m o
de elop ma ke ing ac ions and dynamics o shopping malls. Howe e , in 2018 in u ned in o
a managemen pla o m ha helped on decision making. They we e o ally se led on he
shopping mall sec o , so decided o adap he capabili ies o he pla o m o help u ban a eas
ge ing dynamized. La ge esea ch was made ac oss Spain, ying o ind associa ions ha
we e ying o enli en and ac i a e local comme ce. I was his momen when hey con ac ed
ACV, and he DUC solu ion was in oduced o he associa ion. Since he objec i es o he
associa ion me wi h he ision o he company, hey began o coope a e and 03400 Villena
App pla o m was eleased as an adap a ion o he DUC solu ion.
DUC is a con igu able, uni ied, and sma pla o m ha p o ides he ools o manage
he e i o y, linking he ci y, wi h i s businesses, esiden s, and occasional ou is . I is
designed o imp o e he shopping expe ience and boos he pa icipa ion o he popula ion
o he geog aphical a ea he ool is a ge ed on. The dynamiza ion o comme cial a eas is
achie ed by ob aining ma ke da a and analysing i o unde s and cus ome beha iou in he
comme cial space. By s udying he collec ed da a, dynamic ma ke ing campaigns a e c ea ed,
and he ools buil inside he pla o m help e aile s o make decisions.
The pu pose o his pla o m is o become he solu ion by in eg a ing a powe ul se o
digi al ools (BIGDATA) wi h a simple and in ui i e in e ace ha se es as a pla o m o
adminis a ion and pe o ms da a managemen (SMARTDATA) o assess and measu e he
impac o he ac i i ies in which he esiden and occasional ci izen pa icipa es. Due o i s
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
19
a chi ec u e and de elopmen , i is a p ojec ha can be implemen ed apidly and is easily
scalable.
DUC also se es as a simple communica ion in e ace wi h he consume . I is designed
o be he only con ac poin be ween he clien and he manage whe e in o ma ion abou
local economic and cul u al ac i i ies is sha ed. Th ough he pla o m, he cus ome also is
p o ided wi h exclusi e con en and o e s ha a e no a ailable a any o he medium.
Fu he mo e, bidi ec ional pe sonalized communica ion be ween local businesses and
adminis a ions is o e ed o he inhabi an . I means ha h ough he pla o m he clien can
di ec ly con ac businesses o adminis a ion. This leads in o acili a ing consume s o
pa icipa e in su eys o inqui ies and imp o ing inciden managemen and communica ion.
As men ioned, DUC p o ides echnicians and manage s o he u ban en i onmen wi h
mul iple le e s o ac ion such as bonds, coupons o discoun s ha p omo e economic ac i i y.
Example o hose le e s a e segmen a ion o con en om a single eposi o y o acili a ing
connec ion wi h digi al channels such as websi es o social ne wo ks. Those le e s also help
o c ea e dynamiza ion plans, execu e o hem and moni o he objec i es and main key
pe o mance indica o s (KPI) o he esul s ob ained. This solu ion ollows he p inciples o he
Sus ainable De elopmen Goals since i ad oca es o a sus ainable u ban and u al
de elopmen h ough an in elligen ou ism
3
.
Thanks o his applica ion, all ac i i ies ela ed o encou aging shopping in Villena's
local shops, such as p omo ions and p ize d aws, ha e been au oma ed. This has made i
possible o educe he associa ion's p omo ional cos s by 35%.
I also se es as a da a collec ion pla o m. As he applica ion egis e s use s, i also
egis e s hei beha iou wi h local comme ce. Fo example, i is possible o ob ain he
a e age icke o he pa icipan s in he di e en campaigns ha a e ca ied ou . The
“Villenea ” campaign o alled 15,066 icke s wi h a alue o 604,051€. By eco ding he da a,
i can be seen ha he a e age icke was 40€ and ha he pe son wi h he mos icke s has
egis e ed 218 di e en pa icipa ions o ha he icke wi h he lowes alue was 0.10€.
As da a managemen is one o he objec i es o bo h Neu omobile and Asociación de
Come cian es de Villena, a su ey was launched h ough his pla o m in Janua y 2022. The
aim o he su ey was o unde s and he shopping p e e ences o people in he own in o de
o o e hem he bes possible se ice. Once he su ey was o e and he in o ma ion had
been compiled in o a da abase, i was ime o analyse he da a in o de o d aw conclusions
o imp o emen s.
4. METHODOLOGY
In his sec ion o he wo k, he di e en echniques used o ca y ou he esea ch
abou he conc e e and eal image o u ban comme ce in Villena will be explained. Fi s ly, he
p ocess ollowed om s a o inish will be p esen ed, so ha a clea ision o he wo k low
is p o ided. Secondly, he sou ces o in o ma ion used will be men ioned, and inally, he
su ey will be alluded.
3
In o ma ion ob ained om a ious documen s p o ided by he company Neu omobile. <10/02/2022>
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
20
4.1. TIMELINE OF THE INVESTIGATION
Once he case was in oduced o he au ho o he s udy, and was accep ed by him
du ing mid-Feb ua y, i was decisi e o design a imeline. Thus, he e is a g ea e o ien a ion
owa ds esponding he p oposed objec i es and d awing he app op ia e conclusions and
ecommenda ions. Fo each phase o he in es iga ion a guiding imeline has been se , which
has been modi ied depending on ime.
I is also wo h men ioning in his sec ion he in ol emen o he Neu omobile eam,
as well as own council wo ke s and membe s o Asociación de Come cian es de Villena.
Se e al mee ings ha e been held wi h hem, which ha e se ed o guide he wo k. In he i s
mee ing, bo h s uden s and eache s me he people in ol ed in he ask and we e in o med
o he objec i es o he p ojec . In he ollowing mee ings, he p og ess made in he esea ch
was epo ed, as well as making small adjus men s as hey a ose du ing he de elopmen o
he p ojec .
Table 2: Timeline o he in es iga ion
Tasks
Jan-22
Feb-22
Ma -22
Ap -22
May-22
Jun-22
Jul-22
In o ma ion
sea ch
Case in oduc ion
Con ex ualiza ion
Objec i es
Uni a ia e
analysis
Bi a ia e analysis
Open-ended
answe s analysis
Mul i a ia e
analysis
Conclusion and
ecommenda ions
Deli e y
P esen a ion
Sou ce: elabo a ed by au ho
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
21
4.2. SOURCES OF INFORMATION USED
As men ioned in sec ion 1.2 o he p ojec , he in o ma ion used o ca y ou his wo k
has been consul ed om a ious sou ces. Fi s ly, o he li e a u e e iew pa , manuals,
jou nals, websi es, in eg al plans o a ious Au onomous Communi ies and INE da a ha e
been used. All he sou ces consul ed ha e been included in he bibliog aphical sec ion, p io
o he annex.
Secondly, da a ob ained om he su ey ca ied ou in Villena has been used. This
in o ma ion was sha ed h ough an excel shee p o ided by Neu omobile. A his poin , I
would like o hank he people in ol ed in he p ojec bo h o p o iding hei wo k and hei
da a. I would like o men ion Ma cos Ga cía and Raul Ga cía, bo h CEO o he company
Neu omobile and Ma ía Ángeles Ga cía and Ma ía José Sauco, bo h pa o he adminis a ion
and managemen o Asociación de Come cian es de Villena. In addi ion o p o iding he da a,
hese people ha e also con ibu ed wi h in o ma ion abou he own o Villena and a ious
echnical da a abou he su ey.
4.3. QUANTITATIVE TECHNIQUE: SURVEY
In his las pa o he me hodology, echnical da a on he su ey pe o med in Villena
will be p esen ed. Consequen ly, i will be explained how he in o ma ion collec ion p ocess
was ca ied ou , in o which pa s he su ey was di ided and inally and he sample ob ained
will be desc ibed.
4.3.1. In o ma ion collec ion sys em
The pla o m used o ca y ou he online ques ionnai e has been Tally, a ool o c ea e
o ms ecommended by Neu omobile. This p og am allows making a ac i e o ms o he
use by including images, ideos o emojis. The esul s ob ained a e connec ed wi h he DUC
pla o m o he au oma ic upda ing o cus ome da a.
The su ey could only be sol ed h ough he app 03400 Villena and o encou age
pa icipa ion among ci izens, he i s one hund ed indi iduals who answe ed we e awa ded.
I was open o esponse be ween Janua y 25 h and Feb ua y 1s , 2022.
The ques ionnai e be ween ACV and Neu omobile, was dissemina ed h ough a ious
channels. Fi s , a p ess elease was sen o local and egional media on Janua y 27, 2022, which
was published by he newspape o Villena, Cadena Se and Con ecome ç among o he s. Two
Wha sApp channels we e also used, one o send he su ey o cus ome s and ano he o send
i o es ablishmen s associa ed wi h ACV. The su ey was also di used h ough Facebook,
Ins ag am, and Twi e . In addi ion, wi hin he 03400 Villena app, push messages and a MOF
in he o m o a bu on we e c ea ed o ca y ou he su ey om he app. Finally, a newsle e
was used o send he su ey o app use s and pa ne s.

Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
22
4.3.2. Desc ip ion o he su ey
The ques ionnai e consis s o six pa s and was designed by he company Neu omobile
o help he associa ion know he cus ome and hei assessmen o local comme ce.
Mo eo e , hei aim is o unde s and hei buying habi s in he ace o he e iden change in
ends, isible especially a e he pandemic. The su ey is di ided in he 7 di e en bu
connec ed pa s.
Pa 1 is designed o ob ain a sociodemog aphic desc ip ion o he buye in he u ban
comme ce o Villena. I is made up o eigh ques ions whe e name, su name, gende , age,
amilia si ua ion, place o esidence, phone numbe and name a e asked. No all he
in o ma ion is ele an o his esea ch as only gende , age, amilia si ua ion and place o
esidence will be aluable o he desc ip ion o he sample ob ained. The objec i e is o know
possible common cha ac e is ics among indi iduals in o de o segmen he a ge audience.
The ollowing pa , Pa 2, is composed o hi een ques ions and ies o espond
gene al aspec s ela ed o shopping a comme ce in Villena. Responden s a e asked abou he
equency o hei pu chases, and which a e he main eason o doing hem.
In he hi d pa o he ques ionnai e, indi iduals a e asked i hey buy p oduc s om
he ollowing ca ego ies: g oce ies, beau y/heal h, ashion/complemen s, home/deco a ion
and leisu e. hey gi e an a i ma i e answe , hey mus a e hei le el o sa is ac ion wi h he
p oduc ca ego y om 1 o 5.
Pa 4 is dedica ed o he municipal ma ke place o Villena. This place is a municipal
building ha cu en ly has 25 ood s alls open. Twel e ques ions ha e been o mula ed in
o de o ga he da a abou shopping habi s in his place. They a e asked i s whe he hey
buy he e o no and only will answe he ques ions ega ding he municipal ma ke place i
hey esponse a i ma i ely. Ques ions a e ela ed o expendi u e, equency and p oduc
ca ego ies.
Pa 5 is simila o he p e ious one, bu su eyed people a e asked abou he s ee
ma ke held on Thu sdays. They a e asked i s whe he hey buy he e o no and only will
answe he ques ions i hey gi e an a i ma i e esponse. Then, eigh ques ions ela ed o
equency, p oduc ca ego ies and expendi u e appea .
Pa 6 is a ou een-ques ion b ie in es iga ion abou online shopping habi s and
pu chasing a shopping malls. The equency o he pu chases as well as he p oduc
ca ego ies ha e been analysed. Addi ionally, people who shops a malls a e asked o cla i y
which shopping mall do hey isi .
The objec i e o he las pa , pa 7, is ge ing o know he pe cep ions and opinions
o he indi iduals ega ding hei mo i a ions and p oblems hey encoun e . Wi h he aim o
gi ing a esponse o hose objec i es, esponden s a e gi en some op ions o choose om
ega ding hei easons o pu chase. Same me hod is used when asking abou he main
p oblems o he ci y o Villena. The e also exis a inal open ques ion whe e indi iduals ha e
he oppo uni y o w i e abou wha kind o p oduc s o b ands do hey miss in he local
comme ce o Villena.
A copy o he su ey used is a ached o he annex 2.
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
23
4.3.3. Desc ip ion o he sample ob ained om he su ey
Sociodemog aphic a iables (gende , age, amily si ua ion, place o esidence) a e key
o unde s and he cha ac e is ics o he sample ob ained. The esul s o he su eys ha e been
collec ed in an Excel able om which a se ies o g aphics ha e been made o a co ec
in e p e a ion o hem.
Figu e 6: Pe cen age o he sample acco ding o gende
Sou ce: compiled by au ho based on ob ained da a
The i s a iable ha is going o be analysed is gende . As i is shown on he g aphic,
almos 59% o he people who comple ed he su ey was emale whe eas only 13% was male.
This means he numbe o women has been la ge han men. Howe e , he e is a conside able
numbe o pa icipan s ha de ined hemsel es as o he .
Figu e 7: Pe cen age o he sample acco ding o age
Sou ce: compiled by au ho based on ob ained da a
The second demog aphical a iable which has been analysed on he su ey is he age
o e e y pa icipan . As i can be obse ed he e is a g ea e pa icipa ion among olde people
han younge people. This happens because 61% o he sample is concen a ed be ween
people om 35 o 54 yea s old. Ano he signi ican g oup is people be ween 55 and 64 yea s
which ep esen 16,6% o he o al. The e is e en a sligh pa icipa ion among people who is
65 yea s o olde . The i s age g oups (18-24 and 25-34) ha e also pa icipa ed in a 19,1%.
Taking e e y hing in o conside a ion, i can be s a ed ha he sample ob ained om he
su ey is conside ably dis ibu ed.
13%
59%
28%
Male Female O he
6,60%
12,50%
33,60%
27,40%
16,60%
3,20%
0,00%
10,00%
20,00%
30,00%
40,00%
18-24 25-34 35-44 45-54 55-64 >=65
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
24
Figu e 8: Pe cen age o he sample acco ding o amilia si ua ion
Sou ce: compiled by au ho based on ob ained da a
The nex demog aphical a iable is amilia si ua ion. I has been di ided in o being
single, being wi h a couple o in a amily. People li ing in amilies accoun o jus o e hal o
he o al. I is ollowed by couples ep esen ing 19% and inally people who is single pic u ing
27%. This dis ibu ion is cohe en wi h he one made acco ding o he age, as people om 35
o 64 end o li e on amilies.
Figu e 9: Pe cen age o he sample acco ding o place o esidence
Sou ce: compiled by au ho based on ob ained da a
The las a iable ha has been analysed is he place o esidence. Since his su ey was
designed o ge o know he opinion o how o imp o e comme ce in Villena and i s
en i onmen , i is logical ha he la ges numbe o pa icipan s do li e in he ci y (94%). The e
a e also some pa icipan s who li e in neighbou ing illages (3%) and o he s ha come o
Villena o li e du ing weekends and holidays (2%), bu hey a e no ele an .
5. RESULTS
Du ing his s age o he in es iga ion, he esul s ob ained om he su ey will be
examined. Quan i a i e esul s will be analysed ollowing uni a ia e, bi a ia e and
mul i a ia e echniques. In he end, he open-ended ques ion will be also analysed.
27%
19%
54%
Single Couple Family
94%
2% 0%
3%
0% 1% Li ing in Villena
Li es du ing weekends
and holidays in Villena
Li es in he p o ince
Li es in a neighbo ing
illage
Tou is
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
25
The mic o-da a ob ained h ough he ques ionnai e was collec ed in an Excel able
by Neu omobile. They sha ed his documen wi h 559 alid answe s in Feb ua y 2022 h ough
a con iden iali y ag eemen wi h he esea ch epo u o , Jon Cha e ina. The p o esso
dedica ed himsel o coding hese answe s o be able o analyse hem using he IBM SPSS
S a is ics so wa e. Once he SPSS esul s we e ob ained, hey we e sen o he au ho o his
inal deg ee p ojec so ha he could deeply analyse hem.
5.1. UNIVARIATE ANALYSIS
The i s analysis is going o be he uni a ia e, as i allows s udying he a iables o he
su ey indi idually. Fo some o hem, he a e age, he median, he s anda d de ia ion and
he maximum and he minimum o he da a unde s udy ha e been ex ac ed.
The ollowing g aphs e e o he second pa o he su ey, whe e o know he
expe iences o u ban local shopping in Villena, indi iduals we e asked abou hei habi s in
o de o delimi and unde s and hei pe cep ions and p e e ences (obj. 1).
Figu e 10: F equency dis ibu ion o he ques ion: “How o en do you shop a Villena
u ban comme ce?”
Sou ce: compiled by au ho based on ob ained da a
Figu e 11: F equency dis ibu ion o he ques ion: “Wha is he main eason o making
hese pu chases?”
Sou ce: compiled by au ho based on ob ained da a
These wo g aphics, analyse wo o he ques ions aised abou he shopping
expe ience. In he i s one, i can be obse ed ha he g ea majo i y o he sample, 90,9%,
shops a Villena u ban comme ce daily and weekly (sub-objec i e 1.1).
46,20%
44,70%
5,70%
3,40%
0,00% 10,00% 20,00% 30,00% 40,00% 50,00%
Daily
Weekly
Mon hly
Ocasionally
54,90%26,80%
16,50%
1,80%
T us wi h shopkeepe s
Time sa ing
P oduc quali y
Bes p ice
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
32
5.2. BIVARIATE ANALYSIS
The ollowing analysis, he bi a ia e analysis, aims o ind ou he exis ing ela ionships
be ween di e en ele an a iables in he esea ch compa ed o he sociodemog aphic
a iables ha su eyed people ha e indica ed.
5.2.1. Desc ip ion o he younges demog aphical g oup
The i s bi a ia e analysis is aimed a desc ibing he demog aphic g oup conside ed o
be he younges . The e o e, all he ques ions p oposed in he ques ionnai e we e ela ed by
using c oss- e e ence ables o he age o he su eyed. This demog aphical sepa a ion o he
esul s helps in o esponding sub-objec i e 1.3.
People om 18 o 44 yea s o age a e conside ed o be pa o he young
demog aphical g oup. By con as , people o e 44 yea s old a e he ones conside ed o be
elde ly.
The as majo i y o young people shop in local shops in Villena on a weekly (51.9%)
and daily (36.6%) basis. This dis ibu ion is also ound in he olde demog aphic g oup, so i is
no a di e ence ha cha ac e izes hem. These esul s a e due o he ac ha , as will be seen
below, he p oduc s pu chased in he ma ke a e usually s aple oods, which need o be
pu chased wi h a high equency. Howe e , young people a e less likely o shop locally daily
compa ed o people om an ad anced age. This is because olde people a e e i ed, hey
usually ha e mo e ee ime han younge people who a e s udying o wo king. As he
in e na ional cen e on ageing says, municipal ma ke s su i e because o he elde ly (Cen o
In e nacional sob e el En ejecimien o, 2018.)
I we analyse he mo i a o s o pu chases (sub-objec i e 2.1), we can a i m ha he
main eason o young people o buy in local shops in Villena is us in he shopkeepe s
(48.5%). Time is also gi en g ea impo ance, wi h many o he su eyed (30.5%) ci ing a el
sa ings as a eason. As men ioned abo e, young people ha e less ee ime o go shopping so
sa ing ime by pu chasing p oduc s on shops loca ed in he own is key o hem. This
s a emen is u he a i med by he ac ha in ano he ques ion, people be ween 18 and 44
yea s o age s a ed ha hey shop a Villena ma ke because o i s loca ion and p oximi y.
Age also in luences whe e each demog aphic g oup shops. Due o a g ea e
unde s anding o echnology, you h make g ea e use o digi al pla o ms han olde people
o make pu chases. Jus i ying his wi h da a, 67.5% o young people shop online while only
58.7% o olde people do so. Young people show a highe equency o shopping in e-
comme ce, wi h 36.7% doing so on a weekly o mon hly basis. This esul d ops o hal , 15.9%,
among people o e 44 yea s old. Ano he ele an place o young people o shop is in
shopping cen es, o he de imen o municipal ma ke and Thu sday S ee ma ke (61%).
Younge shoppe s a e g adually mo ing away om adi ional comme cial es ablishmen s.
A as majo i y o he young people, 89,3%, ha isi he municipal ma ke place,
pu chase ui s and ege ables. In addi ion, nu s (69,8%) and mea (51,5%) a e o he ele an
a e o he ca ego ies ha ha e a conside able numbe o cus ome s. Younge people a e less
likely han olde people o buy canned ood. On he o he hand, hey show a g ea e in e es
in p epa ed ood, wi h 21.9% doing so compa ed o 10.3% o he olde popula ion. This

Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
33
demons a es ha pu chasing p e e ences o p oduc ca ego ies among di e en age
demog aphic g oups exis . In o de o ge a isual pic u e o wha people be ween 18- and 44-
yea s old buy in he local ma ke in Villena, he ollowing g aph has been p epa ed which
p esen s he esul s in agg ega ed ca ego ies.
Figu e 22: Type o pu chase do you usually make do young people make a Villena u ban
comme ce
Sou ce: compiled by au ho based on ob ained da a
Young people a e sa is ied wi h local comme ce in Villena, wi h a sco e o 4.33 ou o
5. Re e ing o he ca ego y o leisu e, dissa is ac ion among young people g ows as 12.8% o
hose who buy his ca ego y a e i wi h 1 o 2 s a s. The p oblem can be linked o he ac
ha 57,3% o he you h do no ind wha hey a e sea ching o in he comme ce o he ci y.
This is a poin on which bo h he Villena council and ACV should wo k, so ha he leisu e
demands o he inhabi an s a e co e ed.
5.3. MULTIVARIATE ANALYSIS
In his phase o he wo k, a mul i a ia e analysis will be unde aken using he clus e
echnique. This aims o unde s and he di e ences in he beha iou s o g oups ha a e
di e en om each o he and how people who a e simila ac .
5.3.1. Cha ac e isa ion o consume s in Villena by p o iling
A cha ac e isa ion o consume s in local comme ce in Villena will be conduc ed by
pe o ming a clus e analysis. The Wa d me hod will be used as i will allow o g oup he
a iables, achie ing he g ea es homogenei y and he g ea es di e gence be ween hem (De
la Fuen e, n.d.). This will help in o esponding sub-objec i e 1.4.
Fo he cha ac e iza ion o buye s, he sample is di e en ia ed acco ding o a lis o
a iables ha di e en ia e he esponden s wi hou iden i ying hem ( his dis inc ion is
impo an , as will be seen). The di e en ia ing a iables o classi ica ion by clus e analysis
a e p esen ed in he able below. These a iables ha e been chosen as hey a e he o iginal
ones and a e he ones ha bes summa ize who a e he sa is ied and unsa is ied shoppe s.
The a iable name has been ansla ed o espec he language in which he pape is being
w i en.
90,80%
68,50%
49,80%
36,90%
35,30%
G oce ies
Fashion/complemen s
Beau y/heal h
Leisu e
Home/deco a ion
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
34
Table 4: Di e en ia ing a iables o classi ica ion by clus e analysis
Shop_G oce ies
Wha ype o pu chase do you usually make? (G oce ies)
{Yes/No}
Shop_Beau_Heal h
Wha ype o pu chase do you usually make? (Beau y/ Heal h)
{Yes/No}
Shop_Home_Deco
Wha ype o pu chase do you usually make? (Home/
Deco a ion)
{Yes/No}
Shop_Leisu e
Wha ype o pu chase do you usually make? (Leisu e)
{Yes/No}
Shop_Fashion
Wha ype o pu chase do you usually make? (Fashion/
Complemen s)
{Yes/No}
Sa is LC_Dico
A e you sa is ied wi h local comme ce?
{Yes/No}
Sou ce: compiled by au ho based on ob ained da a
By means o a clus e analysis, wo segmen s ha e been de ined and cha ac e ized by
means o hese a iables. The indi iduals could ha e been g ouped in o ou g oups, achie ing
a clea e di e en ia ion, bu o mee ou objec i e, a segmen a ion in o wo g oups was mo e
con enien . To do his, c oss- abula ions o each o he abo e a iables wi h espec o he
c ea ed a iable Clu_2: {Cl1; Cl2} ha e been used. A compa ison o he dis ibu ion o he
p opo ion o "Yes" e sus "No" esponses in each clus e a e used. The ollowing able
summa izes his compa ison in each clus e (Fo mo e de ailed in o ma ion, see he annexed
ables on annex 3).
Table 5: Summa y o he compa ison in each clus e
Va iable
In e p e a ion
Shop_G oce ies
P opo ion o "Yes" o e " No": Sligh ly highe o Cl2.
Shop_Beau_Heal h
P opo ion o "Yes" o e " No": Much highe o Cl2.
Shop_Home_Deco
P opo ion o "Yes" o e " No": Much highe o Cl2.
Shop_Leisu e
P opo ion o "Yes" o e " No": Much highe o Cl2.
Shop_Fashion
P opo ion o "Yes" o e " No": Much highe o Cl2.
Sa is LC_Dico
P opo ion o "Yes" e sus "No o No so sa is ied wi h local
comme ce": Sligh ly highe o Cl2.
Sou ce: compiled by au ho based on ob ained da a
As can be seen om he able abo e, in gene al Cl2 is mo e likely o con ain indi iduals
who shop in all comme ce ca ego ies, and who a e gene ally e y sa is ied wi h local
comme ce. The e o e, CL2 will be e e ed o he ea e as he En husias s segmen , and in
con as , Cl1 is e e ed o as he Reluc an . A close inspec ion o he da a in he annexes
sec ion (annex 3) shows ha he ca ego izing a iable is Home/Deco a ion as all he people
who shop in his ca ego y a e classi ied as En husias s. The Beau y/Heal h, Leisu e and
Fashion/Complemen s a iables ein o ce his as hey help o classi y he clus e s. The g aphs
and da a indica e, in ela i e e ms, how En husias s con ain a highe numbe o people who
shop in hese ca ego ies han people who do no .
Wi h his di e en ia ion in mind, he nex s ep is o u he cha ac e ize and iden i y
he componen s o each segmen by conside ing an e en la ge lis o a iables. By c ossing
he wo clus e s wi h he socio-demog aphic a iables, i will be possible o compa e and
desc ibe how bo h En husias s and Reluc an buye s a e. The ollowing a iables a e used o
his pu pose:
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
35
Table 6: Cha ac e iza ion o clus e s wi h sociodemog aphic a iables
Va iable
In e p e a ion
Age
Age g oups (4): Ra io o Reluc an (CL1) o e En husias s (CL2).
18-34: Much highe (Cl1 >> Cl2).
35-44: Highe (Cl1 > Cl2).
45-54: Highe (Cl1 > Cl2).
55 o mo e: Sligh ly highe (Cl1 < Cl2).
Gende
No di e ences.
Familia si ua ion
No di e ences.
Residence
No di e ences.
Sou ce: compiled by au ho based on ob ained da a
Acco ding o he esul s o he compa ison o esponse p opo ions, i can be obse ed
ha only he Age a iable can p o ide some insigh in o how each clus e is cha ac e ized. The
p opo ion o Reluc an esponden s is much highe among he younges , and highe in he
nex wo age g oups. Finally, among he oldes (55 o mo e), he wo g oups a e almos equal,
wi h some sligh ly highe p opo ions o En husias s han Reluc an esponden s. The esul s
can be obse ed mo e ex ensi ely in Annex 4 whe e each c oss able explain each o he
a iables abo e. The o he socio-demog aphic a iables (gende , amily si ua ion and
esidence) do no show signi ican di e ences o be able o ca ego ise he clus e s, i is
he e o e assumed ha he e is no associa ion be ween hese a iables and he segmen ed
g oups. I he g aphs in he annexes a e obse ed, i can be seen ha hey show simila
composi ion.
Summa izing, i can be said ha Age is he ca ego ising a iable o he wo clus e s.
Wi hin he Reluc an segmen he e is a g ea e p esence o young people, while he olde
ones end o be he En husias s.
Finally, he ollowing ela ion o a iables is examined wi h espec o he p opo ion
o Reluc an and En husias s. I is impo an o no e ha none o hese a iables we e
conside ed in he c ea ion o he classi ica ion ule, so i he e a e signi ican di e ences, his
is a sign ha he di e en ia ion be ween En husias s and Reluc an goes beyond he a iables
ci ed in he i s able.
Table 7: Cha ac e iza ion o clus e s wi h mo e a iables
Va iable
In e p e a ion
How o en do you shop
a local shops in
Villena?
No di e ences.
Do you usually shop a
he municipal
ma ke place?
Yes: highe p esence o En husias s.
No: highe p esence o Reluc an shoppe s.
Do you usually buy in
Thu sday’s S ee
ma ke ?
Yes: Rela i ely la ge p esence o En husias s.
No: Rela i ely highe p esence o Reluc an shoppe s.
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
36
Do you shop in online
comme ce?
No: Rela i ely highe p esence o Reluc an shoppe s.
Yes: Majo i y choice in bo h g oups, al hough wi h ela i ely highe
p esence o En husias s.
Do you shop in
shopping malls?
No di e ences.
Sou ce: compiled by au ho based on ob ained da a
I he cha ac e isa ion a iables a e analysed indi idually, i can be seen ha he
a iable measu ing he equency o pu chases in Villena's shops does no gi e any
di e ences, since in ela i e e ms, he equencies a e simila . The e o e, he e is no
associa ion be ween equency and belonging o one o o he clus e . This is also epea ed
wi h pu chasing in shopping malls, so he e is also no associa ion be ween going o shopping
malls and being En husias ic o Reluc an .
Re e ing o he c oss- abula ion o whe he indi iduals om he di e en clus e s
shop a he municipal ma ke , he ollowing can be s a ed. The e is an associa ion be ween
shopping a he municipal ma ke and belonging o one clus e o ano he . This is because in
ela i e e ms, he e is a g ea e p esence o indi iduals ca ego ised as Reluc an (47%) han
En husias s (33.6%) who do no shop he e. This associa ion is also obse ed wi h shopping o
no shopping a Thu sday's S ee ma ke . Among hose who do no shop he e Reluc an a e,
in ela i e e ms, p edominan wi h 44.6%. Also, in ela i e e ms, he e is a highe numbe o
Reluc an (43.2%) who do no buy om e-comme ce han En husias s who do no buy om e-
comme ce (26.2%). Tables can be eached on annex 5.
5.4. ANALYSIS OF OPEN-ENDED QUESTIONS
As men ioned in he desc ip ion pa o he su ey, pa 7 o he ques ionnai e was
dedica ed o inding ou people's pe cep ions and opinions abou comme ce in Villena. In his
way, esponden s we e asked which p oduc s o b ands hey missed in Villena, gi ing hem
he oppo uni y o w i e a ee esponse. This analysis will help gi ing an answe o sub-
objec i e 3.2.
A o al o 559 esponses we e ob ained, all o which di e ed om each o he . To be
able o analyse he esponses, hey needed o be ca ego ized. To do his, se e al ca ego ies
and sub-ca ego ies had o be c ea ed and classi ied esponse by esponse. As can be seen in
he ollowing able, he main answe ca ego ies we e ashion, none, leisu e, p omo ions, and
o he s.
Table 8: Ca ego iza ion o he open-ended ques ions
Ca ego ies and sub-ca ego ies
Numbe o answe s
Fashion
217
Gene al
56
Speci ic shops
48
Child en
41
Spo s
22
You h
22
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
37
O he s
16
La ge sizes
12
None
130
None
130
Leisu e
99
You h
26
Gene al
21
Shopping mall
20
Elec onics
16
Cinema
10
O he s
6
P omo ion
71
Va ie y
47
P ice
9
Se ice
6
Ma ke ing
6
Quali y
3
O he s
42
Hos el y
16
T ends
13
Home
7
O he s
6
To al o answe s
559
Sou ce: compiled by au ho based on ob ained da a
As i can be seen in able 3, a a ie y o esponses we e ob ained om he open-ended
ques ion. The mos epea ed ca ego y is “ ashion”, as 38,8% o he su eyed a e missing
p oduc s om his ype o ca ego y in Villena's shops. Lea ing aside people who miss ashion
p oduc s in gene al, i is wo h men ioning ha 16% o people ha e a special in e es in
child en's and you h clo hing. The e is also a huge in e es in speci ic b ands such as P ima k
o shops like Za a, Be shka and Pull & Bea om he Indi ex g oup. An in e es ing no e wi hin
his ca ego y was he in e es shown by 12 people in la ge sized clo hing. Whe he he lack o
speci ic shops o p oduc s o special g oups o people, his ca ego y is he one ha c ea es
he mos con lic in he illage.
Secondly, 23,26% o hose su eyed indica ed ha hey had no missed any p oduc in
he local shops in Villena. In ac , hey we e e y happy as hey ind e e y p oduc hey a e
looking o . Some o hem also indica ed being sa is ied wi h he own's o e , as i was in line
wi h hei capaci y.
“Leisu e” was he hi d mos men ioned ca ego y in he esponses (17,71%) since
many people we e dissa is ied wi h he own's o e in his a ea. The e is a demand o mo e
leisu e- ela ed ac i i ies o he younge demog aphic g oups. On he o he hand, i is wo h
men ioning ha a conside able pa o he esponden s demand in as uc u e such as
shopping malls and cinemas.
In ou h place, wi h 12,7% o he esponses, is he ca ego y o “p omo ions”. In his
ca ego y, esponses conce ning he lack o a ie y ha e been added, which accoun o 8.4%
o he o al. In smalle pe cen ages, people a e missing lowe p ices, be e p oduc quali y
and a highe quali y o se ice o e ed by he shops. Men ion should be made he e o he lack

Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
38
o p omo ion o ac i i ies and shops and he ac ha in Villena, when e u ning p oduc s, he
money is no e unded bu ouche s a e gi en back.
In he “o he s” ca ego y, he esponses ha could no be added in he o he ca ego ies
we e collec ed. 16 people showed a special in e es in imp o ing he ange o es au an s in
Villena, wi h special men ion o as - ood chains such as MacDonalds. Finally, he lack o
endy p oduc s such as egan and heal hy p oduc s, which a e on he lips o mos people,
was also men ioned.
6. CONCLUSIONS, DISCUSSION, RECOMMENDATIONS AND LIMITATIONS
The objec i e o he las s age o his in es iga ion is o p esen he conclusions ha
a e ob ained wi h he analysis, as well as opening a deba e abou he opic. Addi ionally,
ecommenda ions om he ob ained esul s will be p o ided o Asociación de Come cian es
de Villena and he own council so ha hey can imp o e hei u ban local shopping
expe ience.
6.1. CONCLUSION
Cus ome shopping habi s ha e ans o med o e he las decades due o changes in
he as es and p e e ences o he popula ion. We li e in a digi al e a in which many o he
pu chases a e made h ough digi al channels. In addi ion, along wi h his, heal hy and
en i onmen ally iendly li es yles ha e been es ablished, so manage s mus y o o e
p oduc s and se ices ha mee hese p e e ences. The COVID-19 pandemic has di ec ly
a ec ed he economy and u ban comme ce which has in luenced on manage s ha ing o
es uc u e businesses and s a egies.
In o de o unde s and and s udy human beha iou and he condi ioning ac o s o he
shopping ends on a medium sized own/ci y in Spain, a quan i a i e in es iga ion o he
ma ke was ca ied ou be ween Neu omobile, Jon Cha e ina and he au ho o he s udy,
Julen Pé ez. This has made possible o d aw a se ies o conclusions in ela ion o he p oposed
objec i es.
The su ey has enabled o make a desc ip ion o he beha iou o indi iduals ega ding
local comme ce in Villena (objec i e 1). In ela ion o his and sub-objec i e 1.1, i was ound
ha people mainly buy in local shops on a weekly and daily basis. This is due o he ac ha
he main ca ego y o p oduc bough in Villena is g oce ies, which is a p oduc wi h a high
u no e (sub-objec i e 1.2). Deepe da a ega ding shopping equency and p oduc
p e e ences can be ound a poin 5.1.
Local shops a e losing hei younge cus ome s due o hei changing as es and
shopping p e e ences, and he e o e he pa ies in ol ed in he p ojec p oposed he
objec i e o unde s anding how his g oup beha es (sub-objec i e 1.3). They a e inc easingly
mo ing away om adi ional comme ce, as 67.5% o young people buy h ough online
channels and do so much mo e equen ly han olde people. They also show a g ea e in e es
in no el y p oduc s, such as p epa ed ood. This g oup, as is o be expec ed, is he one ha
shows he g ea es dissa is ac ion wi h leisu e in Villena.
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
39
The clus e analysis led o he conclusion ha he e a e wo g oups o shoppe s in
Villena's local shops, he En husias s and he Reluc an (sub-objec i e 1.4). The Reluc an a e
cha ac e ised by he ac ha hey a e he younges shoppe s and ha hey do no buy
p oduc s in he home/deco a ion ca ego y. They also end no o shop a he Thu sday's S ee
ma ke o a he municipal ma ke place. En husias s, on he o he hand, a e he olde
shoppe s, aged 55 and o e , who shop in almos all p oduc ca ego ies and go o bo h he
municipal ma ke place and Thu sday's S ee ma ke .
Objec i e 2 aimed o ind he ac o s ha ac as le e age and mo i a e people o shop
locally. In his sense, people indica ed ha he us hey ha e wi h he salespeople has a g ea
in luence because hey allow hem o see he p oduc s up close, as well as o y hem ou and
ouch hem. The second mos named ac o was he ime sa ing, as he p oximi y o he shops
a oids people ha ing o d i e o o he places o do hei shopping. Rega ding sub-objec i e
2.1, he easons why indi iduals shop in Villena's shops do no a y acco ding o age, as he
equency o esponses is simila be ween young and old people. The e is only a sligh
di e ence in ha olde people buy in local shops because o he ea men and us in he
selle .
The su ey concluded ha people in Villena a e sa is ied wi h local comme ce
(objec i e 3). This is because he comme ce was a ed 4.36 ou o 5 poin s. Howe e , i we
look a he p oblems ha people see in Villena (sub-objec i e 3.1) we can see ha hey
indica e ha some imes hey do no ind he p oduc s hey a e looking o . They also say ha
i is no easy o be in o med abou p omo ions and ha he p oduc s a e no only expensi e,
bu also ha he shops o en do no s ock he mos up- o-da e b ands. Rega ding sub-
objec i e 3.2, i has been possible o ob ain opinions abou he p oduc s ha he people who
shop in Villena mos miss. Based on he ac ha only 23,26% o people a e o ally sa is ied
wi h he o e , he es demand a g ea e a ie y o p oduc s and se ices. The people
su eyed pa icula ly emphasize he lack o ashion and leisu e p oduc s and se ices,
especially o he younge age g oups.
6.2. DISCUSSION AND RECOMMENDATIONS
A e comple ing he quali a i e esea ch and analysing he esul s ob ained, i is
possible o deduce a se ies o impo an ac o s in he ield o u ban comme ce ha he
associa ion oge he wi h small businesses should ake in o conside a ion o imp o e
shopping expe ience and he se ices hey p o ide o ci izens. This would answe he ou h
and las objec i e o he esea ch.
The mos ob ious conclusion om his pape is ha young people a e dis ancing
hemsel es om local comme ce in he own as hey a e mo e eluc an o shop. The e o e,
bo h he associa ion and he shopkeepe s mus look o ways o encou age hem o s op being
eluc an and become en husias ic, o a leas o do mo e shopping in Villena. In his sense, i
was also ound ha young people a e he mos dissa is ied wi h he ashion p oduc s and
accesso ies and wi h he leisu e ac i i ies, which a e insu icien in he own.
In pa icula , in he open-ended ques ion, men ion was made o he lack o shops such
as Za a o P ima k. Opening shops belonging o hese companies would no be con enien o
small businesses, as small local clo hing shops canno a o d o se he low p ices o he i s
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
40
ones. Fu he mo e, as he pu pose o he s udy is o imp o e he local shopping expe ience in
Villena, making such a ecommenda ion would go agains he objec i e. The e o e, my
ecommenda ion is based on ying o o e ashion p oduc s in a non- adi ional way, i.e. o
encou age he pu chase o ashion om local shops h ough he expe ience. One o he open
esponses analysed, ga e me he answe on how implemen he ecommenda ion, h ough
second-hand ma ke s.
My expe iences and s ays in o he coun ies ha e allowed me o disco e ha his
ac i i y is e y well es ablished ab oad. In pa icula , I was su p ised o see how many second-
hand clo hes ma ke s and shops he e a e in Helsinki, and how people ge oge he and spend
hei a e noons looking o clo hes. Bu his end owa ds in age clo hing is also a eali y in
ci ies like Mad id and Ba celona. Among he bene i s, i is wo h highligh ing ha he clo hes
ha a e bough end o ha e lowe p ices. In addi ion, i con ibu es o a lowe consump ion
and p oduc ion o clo hes, as he clo hes ha a e no longe wo n a e eused.
On he o he hand, I would ecommend holding an annual al e na i e ma ke , in which
he clo hing, oo wea and accesso y shops o Villena would o e hei p oduc s in an ou doo
ma ke . In his way, ashion, design and ecycling would be p omo ed, b eaking away om
he e e yday. Bo h e en s o ac i i ies would help bo h o sa is y he ashion needs o he
own and o p omo e leisu e, as hey a e a good excuse o ge oge he wi h amily o iends
and spend a good mo ning o a e noon.
Ano he way o imp o e he shopping expe ience in Villena is o look a he easons
why indi iduals shop he e. As can be concluded, ime sa ing is a ele an ac o when i
comes o shopping in Villena's local shops. Taking his poin in o accoun , i would be possible
o go u he and se up a se ice o deli e p oduc s om local shops o cus ome s' homes.
Dendak Bai is he associa ion o shops in Du ango, he own whe e I li e, and has al eady se
up his ype o se ice. I wo ks in such a way ha he cus ome ills in a o m indica ing he
de ails and he es ablishmen has o con ac he deli e y d i e s, so ha hey can make he
deli e y o he place and ime desi ed by he cus ome . The shop cha ges he cus ome he
p ice se o he deli e y when he cus ome makes he paymen o he shop. A he end o
he mon h, he shop pays he associa ion o all deli e y se ices. The addi ion o his se ice
in Villena's local comme ce would make shops and e aile s mo e lexible, hus o e ing
g ea e alue o cus ome s.
Las ly, i is wo h men ioning ha da a-d i en managemen is a eali y oday and mus
be execu ed co ec ly. As Ma cos Ga cía
4
s a ed in one o he many mee ings ha ha e been
held o ca y ou his s udy, gone a e he days when manage s o small adi ional s o es made
hei decisions h ough eelings and pe cep ions. A s ep o wa d mus be aken and go wi h
he low o digi al ans o ma ion and managing om da a is a pending ask. Mo e impo an
han he quan i y o da a is he quali y o he da a, because i he da a is no desc ip i e and
ele an , i will no allow designing s a egies o change. Once he conclusions a e d awn,
s a egies should be se o sol e he p oblems ha he comme ce is acing and I ecommend
benchma king ac ions. In his way, s a egies ha ha e been success ul in o he ci ies o owns
could be implemen ed. I is a his poin whe e specialized companies such as Neu omobile
mus align wi h associa ions and businesses in o de o ge he mos ou o i and ow in he
desi ed di ec ion.
4
Ga cía, M. Op. Ci . <24/02/2022>
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
41
6.3. LIMITATIONS AND FUTURE LINES OF INVESTIGATION
The ma ke s udy ha has been ca ied ou has a se ies o limi a ions ha a ec
somehow he e iciency and accu acy o he da a and he e o e he esul s ob ained. In he
i s place, he su ey was designed and ca ied ou o ob ain da a abou comme ce in Villena.
E en hough i is a medium-sized ci y, i is no possible o make decisions aimed a o he ci ies
o owns o simila size based on he esul s ob ained om he su ey. I can gi e us a small
b ushs oke o make ecommenda ions o o he ci ies, bu he ideal would be a s udy o he
a ea since in Spain, no all egions and p o inces ha e he same habi s, pu chasing powe ,
comme ce o quali y o se ices.
Secondly, he e is many pa icipan s, 157 o be exac , who did no wan o disclose
hei gende , icking he "O he " box. This is an impo an igu e as i is 28.1% o he o al
numbe o esponden s, and e en mo e knowing ha only 73 o he pa icipan s a e men. I
he sex o hese people had been known, he s a is ics ob ained by segmen ing by sex would
ha e been much mo e accu a e, and he p esence o men would su ely inc ease. Using
p edic i e me hods, he company in cha ge o he su ey o e ed o deduce he sex o hese
people, bu in he end, i was chosen no o do so.
Ano he cons ain was he ac ha he su ey had al eady been conduc ed. Ini ially,
a g ea e o had o be made o unde s and why and o wha pu pose he ques ions in he
su ey had been chosen. The design o he su ey mean ha many esponses we e los along
he way, because i , o example, esponden s indica ed ha hey did no buy leisu e p oduc s,
sa is ac ion wi h ha ca ego y could no be assessed. A i s glance, his may no seem like a
limi a ion, bu when we ied o pe o m logis ic eg ession unc ions, hey did no gi e he
expec ed esul s. I is ue ha 559 is a conside able numbe o indi iduals, bu a la ge
pa icipa ion would ha e helped o ob ain mo e eliable analyses.
Wi h a iew o u u e esea ch, i would be in e es ing o conduc a second su ey a e
some ime and once some o he ecommenda ions made in his wo k ha e been
implemen ed. I young people's pe cep ions o local comme ce in Villena had imp o ed, i
would be a sign ha he ecommenda ions made by he au ho a e accu a e and co ec .
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
48

Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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Annex 3: Di e en ia ing a iables o classi ica ion by clus e analysis
C oss able: Wha ype o pu chase do you usually make? (G oce ies) * Wa d Me hod
Wa d Me hod
To al
1
2
Wha ype o pu chase do
you usually make?
(G oce ies)
No
Coun
36
2
38
Expec ed coun
23,5
14,5
38,0
Yes
Coun
309
212
521
Expec ed coun
321,5
199,5
521,0
To al
Coun
345
214
559
Expec ed coun
345,0
214,0
559,0
C oss able: Wha ype o pu chase do you usually make? (Beau y/ Heal h) * Wa d Me hod
Wa d Me hod
To al
1
2
Wha ype o pu chase do
you usually make? (Beau y/
Heal h)
No
Coun
208
47
255
Expec ed Coun
157,4
97,6
255,0
Yes
Coun
137
167
304
Expec ed coun
187,6
116,4
304,0
To al
Coun
345
214
559
Expec ed coun
345,0
214,0
559,0
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
52
C oss able: Wha ype o pu chase do you usually make? (Home/ Deco a ion) * Wa d Me hod
Wa d Me hod
To al
1
2
Wha ype o pu chase do
you usually make? (Home/
Deco a ion)
No
Coun
340
0
340
Expec ed coun
209,8
130,2
340,0
Yes
Coun
5
214
219
Expec ed coun
135,2
83,8
219,0
To al
Coun
345
214
559
Expec ed coun
345,0
214,0
559,0
C oss able: Wha ype o pu chase do you usually make? (Leisu e) * Wa d Me hod
Wa d Me hod
To al
1
2
Wha ype o pu chase do
you usually make? (Leisu e)
No
Coun
258
83
341
Expec ed coun
210,5
130,5
341,0
Yes
Coun
87
131
218
Expec ed coun
134,5
83,5
218,0
To al
Coun
345
214
559
Expec ed coun
345,0
214,0
559,0
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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C oss able: Wha ype o pu chase do you usually make? (Fashion/ Complemen s) * Wa d Me hod
Wa d Me hod
To al
1
2
Wha ype o pu chase do
you usually make? (Fashion/
Complemen s)
No
Coun
141
40
181
Expec ed coun
111,7
69,3
181,0
Yes
Coun
204
174
378
Expec ed coun
233,3
144,7
378,0
To al
Coun
345
214
559
Expec ed coun
345,0
214,0
559,0
C oss able: A e you sa is ied wi h local comme ce? * Wa d Me hod
Wa d Me hod
To al
1
2
A e you sa is ied wi h
local comme ce?
Yes
Coun
174
126
300
Expec ed coun
185,2
114,8
300,0
No o no so
much
Coun
171
88
259
Expec ed coun
159,8
99,2
259,0
To al
Coun
345
214
559
Expec ed coun
345,0
214,0
559,0

Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
54
Annex 4: C oss ables be ween clus e s and socio-demog aphic a iables
C oss able: Age g oups * Wa d Me hod
Wa d Me hod
To al
1
2
Age g oups (4)
18-34
Coun
73
34
107
Expec ed coun
66,0
41,0
107,0
35-44
Coun
121
67
188
Expec ed coun
116,0
72,0
188,0
45-54
Coun
98
55
153
Expec ed coun
94,4
58,6
153,0
55 o
mo e
Coun
53
58
111
Expec ed coun
68,5
42,5
111,0
To al
Coun
345
214
559
Expec ed coun
345,0
214,0
559,0
C oss able: Whe e do you li e? * Wa d Me hod
Wa d Me hod
To al
1
2
Whe e do you
li e?
Villena
Coun
323
201
524
Expec ed coun
323,4
200,6
524,0
Ano he own o
ci y
Coun
22
13
35
Expec ed coun
21,6
13,4
35,0
To al
Coun
345
214
559
Expec ed coun
345,0
214,0
559,0
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
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C oss able: Gende * Wa d Me hod
Wa d Me hod
To al
1
2
Gende
Male
Coun
42
31
73
Expec ed coun
45,1
27,9
73,0
Female
Coun
211
118
329
Expec ed coun
203,1
125,9
329,0
O he
Coun
92
65
157
Expec ed coun
96,9
60,1
157,0
To al
Coun
345
214
559
Expec ed coun
345,0
214,0
559,0
C oss able: Familia si ua ion * Wa d Me hod
Wa d Me hod
To al
1
2
Familia si ua ion
Single
Coun
96
50
146
Expec ed coun
90,0
56,0
146,0
Couple
Coun
60
42
102
Expec ed coun
62,9
39,1
102,0
Family
Coun
180
117
297
Expec ed coun
183,1
113,9
297,0
To al
Coun
336
209
545
Expec ed coun
336,0
209,0
545,0
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
56
Annex 5: C oss ables o a iables used o clus e cha ac e iza ion
C oss able: How o en do you shop a local shops in Villena?
To al
Once a mon h
o mo e
Less han once
a mon h
Wa d
Me hod
1
Coun
309
36
345
% Wi hin Wa d Me hod
89,6%
10,4%
100,0%
% Wi hin How o en do you shop a
local shops in Villena?
60,8%
70,6%
61,7%
2
Coun
199
15
214
% Wi hin Wa d Me hod
93,0%
7,0%
100,0%
% Wi hin How o en do you shop a
local shops in Villena?
39,2%
29,4%
38,3%
To al
Coun
508
51
559
% Wi hin Wa d Me hod
90,9%
9,1%
100,0%
% Wi hin How o en do you shop a
local shops in Villena?
100,0%
100,0%
100,0%
C oss able: Do you usually shop a he municipal ma ke place?
To al
No
Yes
Wa d
Me hod
1
Coun
162
183
345
% Wi hin Wa d Me hod
47,0%
53,0%
100,0%
% Wi hin Do you usually shop a he municipal
ma ke place?
69,2%
56,3%
61,7%
2
Coun
72
142
214
% Wi hin Wa d Me hod
33,6%
66,4%
100,0%
% Wi hin Do you usually shop a he municipal
ma ke place?
30,8%
43,7%
38,3%
To al
Coun
234
325
559
% Wi hin Wa d Me hod
41,9%
58,1%
100,0%
% Wi hin Do you usually shop a he municipal
ma ke place?
100,0%
100,0%
100,0%
Julen Pé ez Blanco: Da a-d i en u ban comme ce managemen : The case o Villena
57
C oss able: Do you usually buy in Thu sday’s S ee ma ke ?
To al
Yes
No
Wa d
Me hod
1
Coun
191
154
345
% Wi hin Wa d Me hod
55,4%
44,6%
100,0%
% Wi hin Do you usually buy in Thu sday’s S ee
ma ke ?
56,3%
70,0%
61,7%
2
Coun
148
66
214
% Wi hin Wa d Me hod
69,2%
30,8%
100,0%
% Wi hin Do you usually buy in Thu sday’s S ee
ma ke ?
43,7%
30,0%
38,3%
To al
Coun
339
220
559
% Wi hin Wa d Me hod
60,6%
39,4%
100,0%
% Wi hin Do you usually buy in Thu sday’s S ee
ma ke ?
100,0%
100,0%
100,0%
C oss able: Do you shop in online comme ce?
To al
No
Yes
Wa d
Me hod
1
Coun
149
196
345
% Wi hin Wa d Me hod
43,2%
56,8%
100,0%
% Wi hin Do you shop in online comme ce?
72,7%
55,4%
61,7%
2
Coun
56
158
214