För en attraktiv centrumhandel i tillväxt
En kvantitativ studie om vad som skapar attraktiv centrumhandel i en tätort.
There is a change happening in the Swedish market of commerce. Studies indicate that the trend of the last decades; that external shopping centres are more attractive than centres of commerce, is about to turn. It is predicted that the centre of commerce will be the most attractive in the future.No matter how the market will develop, it is important for merchants to take account of their customers by understanding their behaviour and preferences concerning what constitute an attractive marketplace. A marketplace is attractive in terms of the characteristics that creates its offer, these characteristics are called "determinants of attractiveness." This paper is based on a field study of 200 consumers in Norrtälje regarding why they are choosing to shop in the centre of Norrtälje. The purpose is to answer the question "What creates an attractive centre of commerce " in terms of a) the determinants of attractiveness and b) each determinants' influence on customer satisfaction. The results show that the determinants of attractiveness that makes the centre of commerce in an agglomeration attractive are the Retail tenants mix and the Physical environment. The determinant of attractiveness that has a positive influence on customer satisfaction is the Non-retail tenants mix. The conclusion is that the attractiveness for a marketplace depends on the combination of both retail and non-retail, and these determinants are interdependent. Together they constitute the overall offering that creates the attractiveness for the centre of commerce