Consumer preferences and behaviour in shopping malls in Poland with the particular reference to Krakow

Abstract

Abstract Large shopping centres have become an important element of the urban landscape and a major competitor with other forms of retail sale. Their large offer, including a wide variety of products and services, special offers and tasting campaigns, large car parks, and own-brand fuel stations as well as various services points located in shopping centres successfully win customers. The present study focuses on Polish shopping centres (malls), particularly those located in Krakow. A shopping centre (mall) is defined as “a commercial property designed, constructed and managed as a single business entity, comprising stores/shops and common areas, with a minimum leasable area of 5 thousand m2 (GLA) and accommodating at least 10 stores/shops”. The purpose of this paper is to examine the behaviour of prospective customers of shopping centres, their preferences when selecting their shopping locations, and declarations on the use of additional functions offered by commercial and services enterprises. Furthermore, the paper identifies non-commercial functions of shopping malls of particular interest to prospective customers. The paper also presents a profile of a consumer who has a preference for shopping and spending their free time in malls. The conclusions are based on literature on the subject and the findings of a survey conducted by the authors of the paper. A questionnaire was used as a research tool. The survey covered 1756 respondents – mainly residents of Krakow. In order to broaden the scope of the conclusions, the results of surveys and studies of other authors were also used.