Urban commercial marketing and economic factors, an evidence from Mashhad (Iran)

Abstract

AbstractThe present study attempts to spatial and temporal analysis of the reactions between urban commercial marketing and influencing economic factors in Mashhad City (Iran). For this purpose, statistical and spatial data from 18 selected commercial complexes and trading towers were collected using official documents, fieldwork observations, and surveys of some interviews for time windows of 2010 and 2020. The total annual revenue, as the commercial marketing indicator, was chosen as the dependent variable to indicate the mean productivity and profitability of shop stores in the case studies. Besides, eight factors, including commercial marketing and urban regional characteristics were chosen as independent factors. Results revealed that the mean values of commercial interest rates were recorded equal to 0.71 and 0.64 in 2010 and 2020, revealing the overall decrease in profitability of the commercial complexes within the recent decade. Despite the growing rate of construction of renewal mega projects and trading towers in the central district of Mashhad City, the marketing revenues and commercial interests had no positive relationships with city center profits in the recent decade. The land price market has severely changed the spatial structure and economy of Mashhad, such as commercial projects and marketing. It means that the main motivation for marketing in commercial complexes can be considered as regional land values instead of the traditional function of the religious city center.