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Anchor Tenant’s Influence on Consumer Shopping Mall Choice

Student: Gulyarenko Kseniya

Supervisor: Veronika Rudchenko

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Final Grade: 7

Year of Graduation: 2020

The commercial real estate market and its main directions including shopping centers have already been studied before. The market of shopping centers in Saint-Petersburg develops every year. The research is the contribution to the existing literature that studies the shopping centers. Yet, few studies have considered the aspect of mall’s anchor stores and their effect on consumers. Different attributes of the mall can affect the consumers’ perception towards this center, in particular, anchor stores. Understanding the effects of these stores on the customer's choice of the shopping centers is crucial for many businesses, both malls and stores. It will enable managers to effectively develop their marketing strategies and build a perfect tenant mix. The purpose of this study is to analyze whether the customers’ perception of the specific anchor store is somehow affected by their demographic profile. The study focused on ten main anchor types including different spheres such as entertainment, clothing, restaurants and etc. Literature review was aimed to define such key terms as a combination and mix of tenants, the image of a shopping center, factors of attractiveness of a shopping center and give them all a theoretical basis. The survey was used as the main data collection method, further, the data obtained was analyzed through different tools of statistical analysis with the help of SPSS. Throughout the process of data collection, there were multiple steps included, which were the analysis of literature, research from the websites, surveys and etc. All the necessary data like the types of anchor tenants and main attributes were gathered manually from the official websites of the malls and were consolidated for the further use. Then analysis was conducted in order to come up with the results and try to find any correlation between these data in terms of age, gender, and average spendings per month. Considering the research question whether the choice of anchor stores by the customers somehow can be influenced by his or her demographic profile, it can be concluded that partly this assumption can be true given the fact that two out of three hypothesis were proven during the analytical section of the paper. The research paper aims were not only to extend the existing literature on both the overall consumer behavior and the studies that cover the topic of shopping centers, but also to help the marketers when constructing a tenant mix and developing the strategies for marketing campaigns.

Full text (added May 30, 2020)

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