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Determinanty tržeb a návštěvnosti obchodního centra / rDeterminants of Sales and Attendance of Shopping Centre

The thesis analyses determinants of shopping centre sales and its attendance demand; it is based on data of the specific shopping centre from the years 2007 -- 2011. Based on a five-year monthly time series, two sales models are created. One model tracks sales per customer, the other deals with the shopping centre sales which are compared with the sales index of retailers. On the other hand, a model of the shopping centre attendance demand uses figures of a five-year daily time series. Independent variables with significant effect on dependent variables are identified in the theoretical part. The models are estimated using the Ordinary Least Squares estimation. In all models, seasonal influences proved to be a significant determinant. In the sales models, hypotheses of the competition effect have been verified. Furthermore, in case of the attendance demand model, weather and marketing effects were estimated as important. Surprisingly, the economic variables proved themselves to be insignificant, which could be caused by the relatively short observation period. The limiting factor of all models is also the fact that the dataset consists of one shopping centre only. It prevents the author from conducting a comprehensive examination of other important determinants of shopping centre sales and attendance.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:124931
Date January 2012
CreatorsKadlec, Martin
ContributorsBolcha, Peter, Koubek, Ivo
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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