Spending behaviour - A comparison between Town and Shire residents

Document Type

Conference Proceeding


Faculty of Business and Law


School of Marketing, Tourism and Leisure




Ryan, M. M., & Soutar, G. N. (2007). Spending Behaviour-A Comparison between Town and Shire Residents. In Australian & New Zealand Marketing Academy (ANZMAC) Conference. Dunedin, New Zealand.


This paper examines the concept of place attachment; its relationship with community attachment and the subsequent perceived value ascribed to living in a small regional country town. It determines the influence these constructs have on a selection of economic and social decisions made by residents of the Town of Narrogin (town residents) and the Shire of Narrogin (rural residents) that, in turn, affect the life and sustainability of the town of Narrogin. The study model found different attachment weightings for the town and shire communities and, in general, the model was a better predictor for the shire residents than it was for town residents. Indeed, place attachment could be seen as a possible segmentation tool for marketers of products and services in the wider geographical milieu.

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