Small Urban Retailers: A Motivational Approach to the Spanish Case

The word “motivation” comes from the Latin word “movere” meaning “to move”. On that basis, this paper proposes a scale of measurement of the motives that move a consumer to shop in small urban retailers. Considering the impact of this type of retailers on cities’ growth, economy and wellbeing, it’s necessary to develop more appropriate strategies to continue attracting consumers and fight the crisis situation. With the results obtained we can ratify the working hypothesis that consumers’ motivation to shop in small urban retailers has a multidimensional character, formed by three dimensions and how the underlying economic situation in Spain influenced the emergence of the moral approach.