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Market Research in ARGO Shopping Centers
Most visitors are men under age of 30 with superior education
March 17, 2014, 18:02 (PX Newswire)
According to a market research conducted in the shopping centers that Argo (Argo Real Estate Opportunities Fund) owns in Romania , between 60-87 % of the visitors come in those locations to purchase groceries; in addition, many of them also by clothes, "peaks" in this segment being recorded in Sibiu ( 40% of all visitors ) and Suceava (about 37% of visitors of the Shopping City Suceava). Cosmetics and care products rank third amongst the most purchased items, the highest percentages being recorded for the buyers in the ARGO commercial parks in Iasi (29% ) and Sibiu (23 %). IT and electronics are most successful in Sibiu and Suceava , being acquired by about 13 % of buyers in each of those ARGO shopping centers .
The study was conducted by DTZ Echinox at the request of ARGO, by interviewing a total sample of 3200 visitors exiting shopping centers owned by the company in Sibiu, Suceava, Oradea and Iasi .
Naturally, most people visited the shopping parks to for shopping, but the study shows that many people came in to compare and check products prices, the highest percentages in this respect being recorded in Sibiu (15.2% of the visitors ) and Suceava (about 10% of the visitors). Promotions and special offers attracted about 13% of the visitors of Shopping City Sibiu, 10.2% of buyers in Era Shopping Park Iasi , 8.5% of the visitors of Shopping City Suceava and 5.8% of Oradeans who came into the Era Shopping Park Oradea.
Approximately 19.5% of the visitors in Shopping City Sibiu and nearly a third of the customers in Shopping City Suceava visited the centers to relax and to enjoy the leisure facilities. “Shopping Centers had became a while ago locations where people not only do their shopping, so their role as regards relaxation and fun was naturally confirmed by this study. Moreover, according to the research , discounts campaigns, concerts and thematic trade fairs are on the first places in the top actions that attract visitors and, despite the fact that this finding is not surprising, the differences from one region to another are interesting,"said Graham Kilbane , COO ARGO .
The customers surveyed in Iasi placed thematic fairs first among the events that stimulates them to visit the shopping center, followed by instant prizes, while social events ranked last. The residents of Sibiu , on the other hand, are drawn in primarily by discounts, followed by concerts and prefer less the sporting events organized into the commercial park; the first two places are the same as regars the shopping center in Suceava , while Oradeans surveyed showed that they prefer concerts , and on second place discounts.
" The demographic profile of ARGO shopping centers’ visitors is becoming more and more interesting, the majority being represented by men younger than 30 years old who have an university degree. Given that Romania has a feminine gender population rate of 51.4%, according to the last census in 2011, and the shopping is traditionally considered as a feminine occupation , the study’s results show that we are witnessing an interesting transformation of the commercial centers’ public, which reflects the dynamics of the retailers’ mix and entertainment facilities in shopping centers," said Graham Kilbane . The market research revealed that ARGO shopping centers’ visitors are mostly male: 58.8% of visitors in Era Shopping Park Iasi are men, and the situation is similar in Sibiu (57.7% ) , Oradea ( 57% ) and Suceava (51%) .
ARGO shopping parks have a young public, the percentage of the visitors under 30 years old raging from 37% in Iasi to 55% in Sibiu, key factors being the mix of shops and leisure facilities available in each of the centers; the percentage of university graduates amongst the visitors of the surveyed centers commercial is between 30 % in Suceava to almost 60% in Iasi, while in the Shopping City Sibiu over 15 % of visitors have higher studies.
"Market researches that we regularly conduct for knowing better our visitors show a growing dynamic as regards the changes in consumer behavior and its profile; the changes are becoming more frequent and far-reaching, so the reaction time of retailers and shopping centers is becoming shorter , they must constantly reinvent themselves at a fast pace for being successful in the coming years, "said Graham Kilbane.