engleski

Mixing the right retail tenant mix: Assessing young consumers shopping centre patronage

Purpose: The purpose of this paper is to analyse and give the overview of retail tenant mix in shopping centres in the City of Zagreb, the capital of Croatia and Zagreb County. Further on, this study explores young shopping centre patrons preferences towards retail tenant mix. Design/methodology/approach: Paper is based on an extensive literature review, followed by explorative analysis of retail tenant mix in the shopping centres in the City of Zagreb. Empirical research was conducted on the convenience sample of young consumers in City of Zagreb. Findings: The findings of the study imply which shopping centres in City of Zagreb have the ideal retail tenant mix from the perspective of young shoppers. It is expected that findings of the study will be useful to shopping centre managers and they could serve as useful insights for further retail tenant mix adjustements. Research limitations/implications: The paper is limited with respect to geographical area, as it provides insights from shopping centre market in the City of Zagreb and Zagreb County. Another limitation arises from the survey sample, as in the focus of the empirical research were only young consumers. Originality/value: This paper provides novel insights into shopping centre market development, with special focus on the City of Zagreb, the capital of Croatia. Further on, it contributes to the existing literature by focusing on the retail tenant mix as a factor of shopping centre patronage. It is expected that research results will help in better (re)positioning of shopping centres in City of Zagreb and Zagreb County in relation to the needs of young customers.

retail agglomeration ; shopping centre ; retail tenant mix ; shopping behaviour ; young consumers ; Croatia

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