DETERMINATION OF THE RELATIONSHIP BETWEEN THE CONSUMERS REASONS FOR PREFERENCE OF SHOPPING CENTERS: APPLICATION OF ERZURUM

Abstract

Retail businesses are the most important element of the channel of distribution when their closeness to consumers is considered. With the increasing urbanization, shopping center retailing in which several brands and products are gathered in a closed areas shown up in addition to street retailing, the number of conventional street shops have gradually decreased. Shopping centers, which were once located in big cities, have become widespread even in small towns these days. In this study, a survey was taken a poll for customer who lived in Erzurum. Survey data were analyzed with by means of SPSS.20 packaged software. The reasons why consumers prefer shopping centers and the relations between these reasons are determined and the results are interpreted.