Consumer Preferences of Shopping Centers in a Russian City with a Population of Over One Million People

Nowadays the differentiation from competitors is making economic climate harsh. Moreover, consumer preferences are changing to new forms of leisure and entertainment, including online shopping. It aggravated the industry of shopping and entertainment centers within the negative economic conditions and declining real incomes of the population. Therefore, now, as never before, the competition for the consumers is fierce, the problem to fit the expectations is becoming vital. Emotional retail is becoming the new standard in a company's development strategy. Shopping centers should focus on the internal incentives of consumers, their values, and attitudes rather than on the practical value of the product offered. In the present research a multidimensional analysis of satisfaction parameters with demographic and behavioral characteristics was carried out. The hierarchy of satisfaction parameters and segmentation of consumers allows companies to understand the connections between different categories of satisfaction to create a personalized and unique marketing strategy. The received recommendations will allow the developer company to pay attention to non-obvious connections and insights, test them on shopping center visitors, and then apply them to the marketing strategy.