Use of Tenant Mix Strategies to Attract Shopping Centers' Customers. Evidence from Romania

Shopping centers' image is a concept dependent on the result of the creation process of a functional and coherent marketing mix. Of all the marketing components, studies show that tenants and merchandise assortment is the determining factor. This study aims to highlight, based on a qualitative...

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Bibliographic Details
Published inThe Proceedings of the International Conference "Marketing - from Information to Decision" p. 23
Main Authors Abrudan, Ioana Nicoleta, Plaias, Ioan
Format Conference Proceeding
LanguageEnglish
Published Cluj-Napoca Babes Bolyai University 01.01.2013
Subjects
Competition
Consumers
Customer services
Marketing
Marketing mixes
Qualitative research
Research methodology
Retail stores
Shopping centers
Studies
Success
Tenants
Romania
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Summary:Shopping centers' image is a concept dependent on the result of the creation process of a functional and coherent marketing mix. Of all the marketing components, studies show that tenants and merchandise assortment is the determining factor. This study aims to highlight, based on a qualitative research, using structured interview technique, which are the most widely used assortment strategies in successful shopping centers from Romania. The conclusions obtained may constitute useful information for both researchers of the Romanian retail industry and for practitioners seeking solutions to better position their offer. [PUBLICATION ABSTRACT]
ISSN:2067-0338
2601-3924