An Empirical Analysis on Retail Mix of Consumers Expectations in Shopping Malls

43105

Retail mix is the realization of marketing efforts, which aims satisfaction of needs and desires of consumers through sale of goods and services that are tools of distribution. One retail establishment in which good and service sales occur is the shopping mall. Shopping centers are centers that serve the consumers by containing various store and product types. Taking the increasing demand for shopping centers, this study examines how the efficient retail mix should be. In this context, first the concept of retail mix is explained in detail. As the last step, a survey has been conducted on consumers in order to assess their expectation regarding retail mix, and the obtained data has been deciphered through statistical analysis. The study concludes with recommendations on how shopping centers can attain an efficient retail dealership blend.

399

Retailing , Retail Mix , Shopping Centers

Journal Of Graduate School Of Social Sciences

412

Journal Of Graduate School Of Social Sciences