مرکز منطقه ای اطلاع رساني علوم و فناوري - A COMPARISON OF SHOPPING MALLS AND STREET STORES AS REGARD TO CHOICE OF STORE LOCATION: A RESEARCH IN CITY OF ANKARA

Abstract :

Retail enterprises are the most powerful components of distribution system thanks to their proximity to the customer and ability to create markets. Along with street stores representing the classical concept of retail industry urbanization has also brought about shopping centers that combine shopping experience and entertainment in large closed facilities. The choice of location of a retail store has become a strategic question, worthwhile deeper analysis from the perspective of profitability and customer satisfaction. In this study, we have tried to examine the preferences and motivation of the owners and managers of stores located both on streets and inside shopping malls regarding choice of store location. The sample set we selected by snowflake sampling method from street stores and stores inside shopping centers located within the borders of Ankara province. Quantitative data was collected by survey responses and were analyzed by Analysis of Variation (ANOVA) and t-Test. As a result, it was determined that for operators of both street and shopping center stores such criteria as spacious parking lot, children’s playground, cleanliness, security and indoor ventilation were among the most significant ones. Apart from this, to create an image of a reliable company establishing a corporate structure was deemed important.