Shopping Centers᾿ Customer Behavior in Romania
Shopping Centers᾿ Customer Behavior in Romania

Summary/Abstract: Retail trade has experienced a spectacular development during the last decade in Romania. The same trend applies to the shopping center sector, which has started the development process later than the modern retail formats. Intensive growth of the shopping centers in Romania began in 2006, the market soon reaching maturity in terms of cumulative sales area. However, in terms of the ability to segment and identify buyers᾿ preferences, shopping center managers are still in early stages. Also, the Romanian literature in this area is limited. Few articles deal with shopping centers, and often a singular subject is approached from only one researcher‘s point of view. This research aims to fill a gap in the literature. It deals with the selection of shopping centers and shopping behavior within them. Thus, the aim of this paper is twofold. On the one hand it identifies the personal factors influencing the selection of a shopping center as a shopping destination, and on the other hand it describes the main coordinates of a shopping center visit.

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