Zachowania nabywcze i przestrzenne klientów Galerii Łódzkiej w Łodzi
Streszczenie
Celem artykułu jest ustalenie profilu klienta Galerii Łódzkiej, opisanie jego
zachowań nabywczych w zakresie korzystania z usług oferowanych przez centrum
handlowe, a także jego zachowań przestrzennych. Zachowania klientów zależą w dużej
mierze od oferty centrum handlowego, jego położenia w przestrzeni miasta oraz od
dostępności komunikacyjnej. W celu zrealizowania założeń artykułu posłużono się
w opracowaniu wynikami badań ankietowych przeprowadzonych w 2010 r. (181 osób)
oraz badań z 2011 r. (386 osób). The aim of this paper is to establish a customer profile the shopping centre “Galeria
Łódzka” in Łódz: describe the purchasing behaviour in the use of services offered by the
center, as well as its spatial behaviour. Customer behaviour depends largely on: the offer
shopping centre, its location in the city and on the availability of transport. In order to
implement paper assumptions were used in drawing up the results of the survey
conducted in 2010 (181 people) and 2011 (386 people). Gallery customers are mostly young people up to 44 years, who were "singles" or
married, childless or having one child. Frequently these are people with higher education
evaluating your financial status at the level of medium or good. A typical visit to the
center manifests itself not very frequent, but longer visits, and takes place mostly in the
afternoon, mostly on weekends. Customer Gallery comes to the center alone, in the
company of friends, or family member, and the main purpose of his visit is shopping, for
many connected to the use of catering offer. The choice of Łódź Gallery as a place of
settlement of various issues and decided to spend leisure time mainly by the following
factors: a wide assortment, quality products, a large variety of shops of different
companies, low prices, numerous promotions and professional service. It is worth
mentioning that most customers believe that the offer of retail and service center is
complete and tailored to their expectations because they believe the object is missing
other activities, both in terms of industry, as well as quantity.
Due to the spatial extent of the object is dominated by customers from Łódź, who
live mainly in the central and southern part, and the large housing estates, located in the
western and eastern parts of the city. Frequently trip to the mall is started from a home or
has an occasional nature (during your stay near). Gallery downtown location, impact on
customers more frequent use of public transportation (especially trams). Many nonmotorized
customers believe that it is a shopping center should be supported by a free
bus lines.