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CUSTOMERS SURVEY SHOPPING CENTER IÇERENKÖY 2009

Explore the in-depth analysis of customer profiles, behaviors, and preferences at Icerenkoy Shopping Center in 2009. Understand the catchment area, customer demographics, and shopping habits for strategic marketing insights.

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CUSTOMERS SURVEY SHOPPING CENTER IÇERENKÖY 2009

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  1. CUSTOMERS SURVEY SHOPPING CENTERIÇERENKÖY 2009 Fahrettin Kerim Gökay caddesi No:245, D:6 Göztepe / Kadiköy Tel 0539 365 04 85 e.ozturk@sad-marketing.com - www.sad-marketing.com CONSEIL . MARKETING . FORMATION PARIS. SAO PAULO . ISTANBUL 23 Rue de la performance 59660 VILLENEUVE D’ASCQ Tel 03 20 815 820 - Fax 03 20 8158 21 etudes@sad-marketing.com - www.sad-marketing.com 1 VAL D’EUROPE - ETUDE CLIENTELE - Juin 2008

  2. SUMMARY Methodology ........................................................................p 3 1. Catchment area................................................................p 4 2. Customers’ profile...........................................................p 11 3. Customers’ behaviour......................................................p 20 4. Image of the shopping mall..............................................p 38 5. Competitors....................................................................p 48 6. Wishes ......................................................................... p 57 7. Animations & Communication……………………………………………….. p 66

  3. METHODOLOGY • A total sample of 604 mall-goers was surveyed between 13 and 20 April 2009 in Içerenköy Center. Surveys were conducted throughout the Shopping centre entire opening period. • Objectives consisted of : • Measuring mall performance on the catchment area • Analysing customer typology • Analysing their behaviours and wishes • Determining the image of Icerenkoy Center • Quantifing et qualifing the frequentation of competitors • Evaluating the impact and the perception of the communication.

  4. 1st PART CATCHMENT AREA

  5. Methodology CATCHMENT AREA Resident households in the catchment area PENETRATIONRATE Customer households’ of the retail center FREQUENCY OF VISIT Weekly visits in the retail center TRANSFORMATIONRATE Weekly Buyers AVERAGE BASKET Turnover

  6. Comparative CATCHMENT AREA * * *Tendency, not comparable

  7. Attractivity area CATCHMENT AREA * *Weekly turnover in K TL

  8. Sommaire MAP

  9. Reasons for visiting CATCHMENT AREA Sommaire You come to this shopping center because… In %

  10. Reasons for visiting per area CATCHMENT AREA

  11. 2nd PART CUSTOMERS’ PROFILE

  12. Respondent’s gender CUSTOMERS’ PROFILE In %

  13. Age of people surveyed CUSTOMERS’ PROFILE Age of head of family In % In % Average Age : 48 years (46 years in 2005) Average Age : 43 years (35 years in 2005)

  14. CUSTOMERS’ PROFILE Distribution of number of people per household How many persons are there in your household ?  In % Average : 3,3 persons (3,4 persons in 2005)

  15. Monthly Household Income CUSTOMERS’ PROFILE Which is approximately the monthly net income of your hearth? Average : 2 816 TL (1 799 TL in 2005) In %

  16. Occupation of Head of Family Respondent’s occupation CUSTOMERS’ PROFILE In % In %

  17. Respondent’s Qualification CUSTOMERS’ PROFILE Possession of car Do you have a car? Which is your level of study? In %

  18. Housing CUSTOMERS’ PROFILE In %

  19. Use of Internet CUSTOMERS’ PROFILE Do you use Internet? In %

  20. 3RD PART CUSTOMERS’ BEHAVIOUR

  21. Frequency of visit of CARREFOUR CUSTOMERS’ BEHAVIOUR To which frequency do you come in CARREFOUR Recall 2005 In % 2% 26% 24% 29% 16% 20% 18% 7% 8% 2% 2%

  22. Frequency of visit of CARREFOUR per area CUSTOMERS’ BEHAVIOUR

  23. CUSTOMERS’ BEHAVIOUR Frequency of visit of the restaurants of the shopping mall Recall 2005 To which frequency do you come in the restaurants of the shopping mall ? In % 3% 10% 23% 24% 14% 20% 14% 12% 7% 2% 13%

  24. CUSTOMERS’ BEHAVIOUR Frequency of visit of the restaurants of the shopping mall per area

  25. Situation of accompaniment CUSTOMERS’ BEHAVIOUR - PRESENCE Of CHILDREN - - PRESENCE Of ADULTS - Were there children present during the interview? the questioned person was … ? In %

  26. CUSTOMERS’ BEHAVIOUR Means of transport Which mean of transport did you use today to come in the shopping mall ? In %

  27. CUSTOMERS’ BEHAVIOUR Means of transport per area

  28. Motivation to come CUSTOMERS’ BEHAVIOUR Today, you came in this shopping mall to … ? In %

  29. Motivation to come per area CUSTOMERS’ BEHAVIOUR

  30. Time spent in the shopping mall CUSTOMERS’ BEHAVIOUR Today, how long did you pass in the Shopping mall Recall 2005 In % 18% 6% 27% 19% 18% 14% 20% 33% 17% 28% Average : 90 minutes(116 minutes in 2005)

  31. Time spent in the shopping mall per area CUSTOMERS’ BEHAVIOUR

  32. Places attended at the day of survey CUSTOMERS’ BEHAVIOUR Today, you attended … In %

  33. Places attended at the day of survey per area CUSTOMERS’ BEHAVIOUR

  34. Places of purchase at the day of survey CUSTOMERS’ BEHAVIOUR In %

  35. Places of purchase at the day of surveyper area CUSTOMERS’ BEHAVIOUR

  36. Places of purchase at the day of surveyper AGE CUSTOMERS’ BEHAVIOUR

  37. Won sales / Lost sales CUSTOMERS’ BEHAVIOUR / 100% of people surveyed PURCHASING INTENTIONS NO13% YES87% BOUGHT SOMETHING BOUGHT SOMETHING NO8% YES5% NO3% YES84%   Won sales Lost sales

  38. 4TH PART IMAGE OFTHE SHOPPING MALL

  39. IMAGE OF THE SHOPPING MALL Qualities and Defectsof shopping mall

  40. Segmentationof qualities and defects IMAGE OF THE SHOPPING MALL Proximity Differential Choice in stores POSITIVE POINTS TO BE KEPT / HIGH INTEREST Level of price LOW INTEREST POINTS RATHER WELL PERCEIVED Promotions WEAK POINT TO BE OPTIMIZED : HIGH INTEREST POINTS BUT POORLY PERCEIVED LOW INTEREST POINTS RATHER POORLY PERCEIVED Intérêt Interest

  41. Main quality IMAGE OF THE SHOPPING MALL Among QUALITIES which you have just quoted, which is the main quality of the shopping mall ? In %

  42. Main defect IMAGE OF THE SHOPPING MALL Among DEFECTS which you have just quoted, which is the main defect of the shopping mall ? In %

  43. Prefered stores IMAGE OF THE SHOPPING MALL Which stores do you prefer in this shopping mall ? In %

  44. Less appreciated stores IMAGE OF THE SHOPPING MALL Which stores do you appreciate less? In %

  45. The carpark IMAGE OF THE SHOPPING MALL - USE - - SATISFACTION - Did you use the carpark ? About the carpark, are you … ? In % Recall 2005 : 68% used the carpark

  46. The carpark : Reasons for dissatisfaction IMAGE OF THE SHOPPING MALL Why are you not very satisfied or not satisfied at all about the carpark ? In %

  47. Services of transport of the shopping mall IMAGE OF THE SHOPPING MALL Are you satisfied with the services of transport of the shopping mall ? In % Why ? In %

  48. 5th PARTIE COMPETITORS

  49. Customers loyalty COMPETITORS Generally, when you shop in a shopping mall, you come… In % EXCLUSIVE CUSTOMERS MAIN CUSTOMERS COMPETITORS CUSTOMERS

  50. Customers loyalty per area COMPETITORS

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