The consumption society is expanding with stores and shopping malls which require that a store as well as a mall distinguish from the great mass. Today's consumption society is a difficult marketplace for companies to reach out to their consumers. In this master thesis it has been investigated how shopping malls can create competitive advantages in a saturated market. It has also been researched how the similarity of the stores in shopping malls affect the future development of the concept in itself. The research has been carried out through a qualitative research method and a case study of three different shopping malls in Stockholm, Sweden: Brunogallerian, Forum Nacka and Vällingby City. Four respondents have been interviewed from each shopping mall. The investigation has also been supplemented by a online consumer survey of 105 people. There has been used a theoretical framework based on relationship marketing, branding strategies, experience- and sensory marketing. Throughout the thesis it has consistently been used four fields of knowledge with the aim of facilitate the common thread throughout the thesis. The four fields are: Shopping malls on the Swedish market, Image and branding of shopping malls, Creating relationships with the consumers and Shopping as an experience. Furthermore, it has been presented the empirical results of the interviews and the consumer survey according to the previously mentioned fields. The result of the interviews and the theoretical findings has been analyzed and further on been discussed with the purpose of discover own theories and results. In conclusion, it has been stated that it is of great importance to offer the consumer added value and niche the profile and the retail mix of the shopping mall in a unique way. It is also essential to get to know its target group by creating events and activities that address the certain target. The similarity of the stores in the malls is profitable and the great mass of consumers demand for the large retail chains. In the future there can be a major development of more niche stores in the large shopping malls, with the aim of attract a broader as well as a more definite target group. / Program: Magisterutbildning i fashion management med inriktning modemarknadsföring

This thesis sets out to evaluate the role of consumer spaces in twentieth-century daily life. It is not concerned with the act of consumption but rather with the ways in which the social, cultural and educative role of the retail spaces is used as a marketing tool. The links that have been established between civic and commercial space over the last three hundred years are charted in order to locate the reasoning behind the growing tendency to design shopping malls as social and cultural spaces in the twentieth century. Three principal benefits to developers of the retails spaces from the promotion of consumer spaces as public spaces are identified in the thesis. First, links between the public and commercial developed to encourage potential customers into a particular retail space as opposed to its competition. Second, consumer spaces are developed as social and leisure spaces to encourage consumer loyalty. That is, they are developed as a means of encouraging repeat visits. Third, they are developed as a tactic to keep potential shoppers in the retail space for a longer duration. The logic behind this strategy being the more time spent in a consumer space the more goods purchased. The origins of this merchandising practice are traced back to the seventeenth and eighteenth centuries well before the advent of the department store form. The thesis located a number of strategies developed in the seventeenth century by tradesmen and merchants to sell their wares. At this time, it is evident that the consumer space was opened up to the public who were encouraged to enter without the obligation to purchase. Further, it is evident that, by the eighteenth century, shopkeepers and manufacturers' workshops included showrooms where potential customers could sit and take tea. Public spaces were also designed within the retail space so that potential customers could see and be seen. British shopkeepers often linked the retail space with the social practice of promenading by strategically situating their premises in an already established thoroughfare or site used for promenading. By the late eighteenth century, consumer spaces housed entertainment facilities such as art galleries, exhibitions and lounging rooms. After tracing the development of this merchandising strategy to the eighteenth and nineteenth centuries, the links that can be made between twentieth-century consumer spaces is examined. In addition, the early developments of shopping centres in the 1940s and 1950s are surveyed and their developmental logic and merchandising strategies are compared with more recent forms of shopping malls developed from the 1970s and 1980s.

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Aktuell forskning indikerar att antalet köpcenter växer för varje år som går, vilket grundar sig i att detaljhandelsindustrin under de senaste decennierna expanderat allt mer. Mycket av köpcentrens succé har att göra med dess bekvämlighetsfaktor, vilket resulterat i att denna detaljhandelsform snabbt hittat hem hos gemene man. Detta eftersom de erbjuder ett smidigt och effektivt shoppingalternativ jämfört med den klassiska gatan kantad av butiker. Dess placering tenderar även att vara lättillgänglig från både bostad och jobb vilket ökar attraktionsvärdet för köpcentret som i sin tur också har att göra med den ökande betydelsen av en välbalanserad hyresgästmix. Det vill säga den sammansättning av butiker som gallerian har. Butiker som i sin tur lever på de kunder som besöker köpcentret och som blivit allt svårare att locka till sig i dagens konkurrens, ledd av näthandeln. En förutsättning för att möjliggöra detta är att köpcentrumledningen försöker uppnå ett ömsesidigt samarbete med sina hyresgäster för att skapa synergieffekter mellan de olika delarna inom köpcentret. Detta lägger än mer tyngd på ledningen för ett köpcentrums relation till hyresgästerna. Därför syftar denna studie till att undersöka vilka faktorer som spelar in i affärsrelationen mellan köpcentrumledningen och hyresgästerna inom ett köpcenter och utröna hyresgästernas beroende av varandra. För att uppfylla syftet har en enkätundersökning genomförts. Denna har distribuerats till köpcentrena MittiCity och Galleria Duvan som båda är belägna i Karlstad. Resultatet från undersökningen indikerar att deltagarna värdesätter en levande kommunikation med centrumledningen och att de har möjlighet att vara med och påverka vid centrala beslut inom köpcentret. Däremot visar utfallet att respondenterna är oeniga när det gäller centrumledningens flexibilitet och strävan efter ett långsiktigt hyresförhållande. I fråga om hyresgästernas inbördes beroende av varandra pekar resultatet på att deltagarna ser värdet i att köpcentret innehar ankarhyresgäster. Dessutom framgår att de erfar att både deras egen butik och deras grannbutiker gynnas av de kunder som respektive butik attraherar. Däremot visar resultatet att merparten av respondenterna upplever det som negativt om grannbutikerna har snarlika produkter. / Current research indicates that the number of shopping centers is growing each year that passes, which in turn is based upon that the retail industry during recent decades has expanded without a foreseeable end in sight. Much of the shopping mall´s success has to do with its convenience factor. This has resulted in that this form of retail establishment quickly found a home among the general public. This is because they provide a convenient and efficient shopping alternative compared to the classic street based shops. Furthermore its location also tends to be easily accessible from both housing and jobs, which also increases the general appeal of the mall. Another factor that applies to mall appeal is the increasing importance of a balanced tenant mix. That is, the composition of the stores that occupies the mall. Store´s, which in turn depends on the customers who visits the mall. Attracting these customers has become a feat that has grown increasingly more difficult to do in today's competitive environment led by the expanding e-commerce. A prerequisite to achieve this is that mall management tries to accomplish mutual cooperation with their tenants in an effort to create synergy between the various components within the mall. This puts even more weight on the center management's relationship with the tenants. Therefore, this study aims to investigate which factors that is important in the relationship between mall management and tenants in a shopping center environment and also to ascertain tenant´s interdependence between each other. In order to fulfill this purpose a survey has been conducted. This has in turn been distributed to the shopping centers Mitticity and Galleria Duvan, both located in Karlstad. The results of the study indicate that participants value a vivid communication with the center management and that they have the opportunity to participate as well as influence the key decisions within the mall. However, the result also shows that respondents are divided when it comes to the center management's flexibility and the pursuit of a long-term tenancy. In the case of tenant´s interdependence, results indicate that the participants notice the value of anchor tenants and that they agree with that both their own store and neighboring shops benefit from the customers that each store attracts. However, the results show that the majority of respondents feel that it is negative if the neighboring store offers similar products as their own.

published_or_final_version / Housing Management / Master / Master of Housing Management

published_or_final_version / Environmental Management / Master / Master of Science in Environmental Management

After walking through a decade since the millennium, shopping has been undergoing a remarkable transformation. From the most primitive form of exchanging goods with money on streets to the development of retail outlets and department stores, online shops are rapidly booming as one of the modern shopping preferences nowadays. This paper focuses to investigate the factors affecting shoppers' preference of choice between online shopping and mall shopping. The exploratory study examined 3 groups of shoppers including mall shoppers, online shoppers and cross shoppers to compare and contrast their concerned motives and behaviour as appeared in the two shopping modes. The comparison was based on a theoretical model derived in part from Fishbein and Ajzen.s "Theory of Reasoned Action (1980)"; Cowles, Kieker, and Little "E-tailing Theory (2002)”, Tauber (1972)'s Situational I Personal shopping motives model and a comprehensive literature review. The model identified the theoretical factors anticipated to influence the shoppers' groups shopping behaviors. A total of 297 shoppers in 3 shopping malls served as the purposive questionnaire samples. Factors derived from literatures were incorporated into the survey questions to identify the group of shoppers adopting e-shopping, cross shopping and mall shopping and their respective factors affecting their preference of choice. It was reviewed that apart from the various 'consumer', 'marketing' and 'technology' factors affecting e-shoppers, some of the factors were also found influencing the mall shoppers' preferences of choice in a similar way. Likewise, traditional factors motivating people to shop in mall have also infused with new social elements due to the e-era and people's change of lifestyle. In addition, special features and positioning in various malls were also discovered to exert a different impact on shoppers' option. To further enrich the research, face-to-face interview was also conducted with an online store manager and a shopping mall manager to obtain information from the management perspective. In reviewing their perceived reasons as to affect shoppers' preference to e-shopping and mall shopping, on top of the similar factors as suggested in the literatures, they both put much emphasis on the tactical strategies in business operation. Insights were drawn that online stores and shopping malls may not be direct competitors as one may not substitute the other. Recommendations on future business planning in each shopping mode were also made by frequently reviewing shoppers' desire and wants. The paper was concluded by summarizing the findings and to forecast the future shopping trends. Recommendations were also made to online stores and shopping mall operators to cope with shoppers' preferences and maximise their profit. / published_or_final_version / Housing Management / Master / Master of Housing Management

published_or_final_version / Architecture / Master / Master of Architecture

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