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Assessing Customer Preferences for Shopping Centers: Effects of Functional and Communication Factors

Author

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  • Miglė Černikovaitė

    (Department of Communication, Faculty of Human and Social Studies, Mykolas Romeris University, 08303 Vilnius, Lithuania)

  • Žaneta Karazijienė

    (Department of Economics Engineering, Faculty of Business Management, Vilnius Gediminas Technical, University, 10223 Vilnius, Lithuania)

  • Lina Bivainienė

    (Department of Advertising and Communication, Faculty of Business Management, Vilniaus Kolegija/ University of Applied Sciences, 08303 Vilnius, Lithuania)

  • Valdas Dambrava

    (Department of Advertising and Communication, Faculty of Business Management, Vilniaus Kolegija/ University of Applied Sciences, 08303 Vilnius, Lithuania)

Abstract

Retail companies operating in Lithuania are very important for the national economy. Domestic consumption has remained one of the most important drivers of Lithuania’s economic development. The objective of this article is to investigate the customer preferences and to identify selected factors of shopping centers in Vilnius, Lithuania. The study of Vilnius shopping centers is based on a complex model that integrates the following factors: shopping center goods and services, customer service, image factors, physical factors, situational factors and demographic characteristics of target consumers. Expert interviews aimed to determine the customer preference factors by perception of professional experts in relation to the phenomenon under study. The consumer survey questionnaire focuses on all the identified factors that determine the choice of a shopping center. This article identifies theoretical factors for the selection of retail shopping centers, reviews the market trends and peculiarities of Vilnius shopping centers, evaluates the factors for the selection and assess functional, emotional and communicational consumer preferences for the choice of Vilnius shopping centers.

Suggested Citation

  • Miglė Černikovaitė & Žaneta Karazijienė & Lina Bivainienė & Valdas Dambrava, 2021. "Assessing Customer Preferences for Shopping Centers: Effects of Functional and Communication Factors," Sustainability, MDPI, vol. 13(6), pages 1-17, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:6:p:3254-:d:517745
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    References listed on IDEAS

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    2. Sungkyun Lee, 2022. "A Study on the Changing Architectural Properties of Mixed-Use Commercial Complexes in Seoul, Korea," Sustainability, MDPI, vol. 14(5), pages 1-14, February.

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