Nákupné centrá v Bratislave a atribúty ovplyvňujúce preferencie spotrebiteľov

Title in English Shopping centres in Bratislava and attributes affecting consumer´s preferences

KRIŽAN František BILKOVÁ Kristína KITA Pavol KUNC Josef BARLÍK Peter

Year of publication 2015
Type Article in Periodical
Magazine / Source Geografický časopis
MU Faculty or unit

Faculty of Economics and Administration

Field Earth magnetism, geography
Keywords urban retail; shopping centres; consumer preferences; Bratislava
Description Shopping centres represent a new form of the contemporary retailing with a significantly impact on the urban spatial pattern as well as the shopping behaviour of consumer. The paper is focused on an analysis of spatial patterns of consumers behaviour and preferences in Bratislava recent shopping centres. The relevance of selected attributes of the most preferred shopping centres has been assessed too. The analysis and assessment were based on an extensive questionnaire survey with Bratislava residents (N = 11,389). On the mesoregional level (Bratislava city districts), the preference analysis revealed three key factors leading to the preference for a particular shopping centre: retail brands (marketing/tenant mix), accessibility and environment. On the microregional level (individual city districts, residence and shopping realized in the same neighbourhood), a routine or habit of shopping in a particular place has become important, too. Loyalty towards individual shopping centres seems to be of little importance on both regional levels. The outcomes of the study may be useful in marketing analyses and strategies of individual shopping centres but also in planning and research activities (decision-makers, scientific research, etc.) focused on future trends in the urban retailing environment.
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