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Modelling frequency of visits to the shopping centres as a part of consumer's preferences: case study from the Czech Republic

Josef Kunc (Department of Regional Economics and Administration, Faculty of Economics and Administration, Masaryk University, Brno, Czech Republic)
Vlastimil Reichel (Department of Economics, Faculty of Economics and Administration, Masaryk University, Brno, Czech Republic)
Markéta Novotná (Department of Regional Economics and Administration, Faculty of Economics and Administration, Masaryk University, Brno, Czech Republic)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 9 April 2020

Issue publication date: 9 September 2020

Abstract

Purpose

Effective management of shopping centres requires a good understanding of the consumers' behaviour and preferences as well as meeting the demand-side needs. The purpose of this paper is to elucidate the factors affecting the frequency of shopping centres' visits, providing implications for shopping centre managers from the perspective of a Czech consumer.

Design/methodology/approach

The study was carried out in one of the Czech shopping centres in Brno due to its potentially standardisable common characteristics derived from the observation in the scatter plot. The standardized questionnaire survey on consumer shopping behaviour was conducted on a sample of more than 1,000 customers. The linear probability model and the logit model were applied to estimate impacts of included sociodemographic variables on the outcome.

Findings

The findings on the frequency of visits give an overview of the sociodemographic and spatial determinants increasing the visit regularity. From the managerial point of view, the importance of customers' activities and purposes is highlighted.

Practical implications

The implications can be provided to managers challenging to demand management and considering the investment projects. We come up with certain suggestions in terms of market segmentation, based on sociodemographic characteristics and shopping behaviour.

Originality/value

The paper provides insights into the preferences of the Czech consumers and extends the previous analysis of shopping behaviour by developing the statistical properties and demonstrating the variables and their influence on the frequency of visit.

Keywords

Acknowledgements

This contribution was supported by internal grants no. MUNI/A/1044/2018 and MUNI/A/0880/2019.

Citation

Kunc, J., Reichel, V. and Novotná, M. (2020), "Modelling frequency of visits to the shopping centres as a part of consumer's preferences: case study from the Czech Republic", International Journal of Retail & Distribution Management, Vol. 48 No. 9, pp. 985-1002. https://doi.org/10.1108/IJRDM-04-2019-0130

Publisher

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Emerald Publishing Limited

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