Magnetism of shopping malls on young Turkish consumers

Abstract

Purpose -The aim of this paper is to discuss the reasons behind the attractiveness of shopping malls for young consumers in Turkey and then to determine the attractiveness factors of malls for this segment from the consumers' perspective.Design/methodology/approach -The study was carried out through a survey of 621 young consumers (aged between 12-24) in three out-of-town selected shopping malls in Bursa, Turkey. For a general evaluation of the data, factor analysis is applied. It is considered as a valuable tool to reduce dimension and group different characteristics of young consumers' mall usage.Findings -The study reveals five mall attractiveness factors from the young Turkish consumers' perspective: retail environment, comfort conditions, socializing in a secure environment, accessibility, leisure. The importance of all these factors for this segment are evaluated with a comparative analysis with the findings of many other studies, analyzing the similar issues in relation to different cultures.Research limitations/implications -The sampling frame for this research was limited to young consumers in Bursa, Turkey. Study findings, although interesting, are clearly not generalizable to all populations of young consumers or even all Turkish young consumers.Practical implications -Identifying mall attractiveness factors for young consumers gives a better understanding about patronage motives than when it is applied to the market as a whole.Originality/value -This is one of the first studies to provide an insight of mall attractiveness factors as identified by young Turkish consumers from the viewpoint of an urban studies researcher, rather than marketing researchers.

Influence of Shopping Centre Image Attributes on Customer Choices

“…Yilmaz (2004) states that in Turkey while choosing a shopping centre the highest influence is made by features of goods sold and geographic location of the shopping centre. Arslan, Sezer & Isigicok (2010) study reveals five shopping centre attractiveness factors from the young Turkish consumers' perspective: retail environment, comfort, conditions, socializing in a secure environment, accessibility, leisure. Wong, Lu, Yuan (2001) spotlight cultural differences and say that unlike Western countries (where location, anchor tenant image and physical facilities in shopping centres are the most important determinants of a shopping centre's success or failure), the research made in China demonstrated that for customers of this country the most significant attribute is quality and variety of stores and services, followed by location, popularity and facilities.…”

“…1. Definition and assessment of attractiveness factors of a shopping centre that affect the selection of a shopping centre (Dennis, Merrilees & Birch 2001;Dennis, 2005;El-Adly, 2007;Arslan, Sezer & Isigicok, 2010;Singh & Sahay, 2012;Juwaheer, Pudaruth & Ramdin, 2013). 2.…”

The Impact of Transit-Oriented Shopping Mall Developments (TOSMDs) on Metro Station Ridership: Dubai Metro Redline

“…The majority of shopping mall attractiveness studies have focused on attributes of shopping malls within the shopping mall context, to predict and optimise mall patronage [46,47], identifying the optimal mix of activities in shopping malls, developing retailing strategies [49][50][51], understanding socio-spatial dynamics [52], and determining mall rent [53].…”

Towards a Conceptual Framework for Understanding the Attractiveness of Rail Transit-Oriented Shopping Mall Developments (TOSMDs)

“…Shopping malls are now the retail, social, and community centres of their communities. Attractiveness factors of shopping malls have been studied for different reasons, such as predicting and optimising mall patronage [23,24], identifying the optimal mix of [25][26][27][28], understanding socio-spatial dynamics [29], and determining the malls' rent [30]. Attractiveness factors of malls can change from one context to another.…”