Empirical Study of Consumer Buying Patterns in Latvian Shopping Centers

摘要

This paper analyzes the results of an empirical study conducted in Riga shopping centers.. The objective of the study was to develop a model for the optimal store mix in shopping centers and describe the potential benefits of the model. Four goods categories are found to be most preferred by customers: food and beverages, manufactured goods and household chemicals, goods for home and clothing. Data analysis shows that almost 50% of all purchases are made in the food and beverage category. Recommendations on the optimal tenant mix in a shopping center are formulated.