Abstract
The issues of retail and office center structure formation are developed and presented in the existent literature. This article argues that in each case, these issues need to be refined depending on the location, the number of neighborhood and the surrounding streets’ residents, the presence of other shops and services within walking distance, etc. The purpose of this article is to confirm the abovementioned specificity during the marketing research, in order to evaluate the significance of the factors forming the structure of retail and office center for the population and future tenants. A survey of 200 residents and 100 business owners and managers was conducted. The study’s results allow the formulation of a framework of retail and office center, determining the number of tenants, taking into account their preferences, and getting a list of interested tenants. It also shows the way to facilitate optimization of the layout of the center with regards to the requirements of the anchor tenants, high-footfall shops and customers; to develop the best routes to distribute customers across the floors and center’s zones
Highlights
In one of the districts of a city with a million-plus population, a modern residential neighborhood for 8,000 inhabitants is being built near a natural forest
During the survey, 200 potential customers were given questionnaires, asking them what services they require at a retail center, as well as how frequently they buy certain product categories and the average sum they spend on each
87% of potential tenants were interested in renting an office in the new shopping and office center
Summary
In one of the districts of a city with a million-plus population, a modern residential neighborhood for 8,000 inhabitants is being built near a natural forest. The issues of forming and justifying of the framework and structure of shopping centers in each case require the identification and consideration of the local specificities, as well as assessing the significance of the factors affecting the retail and office center’s framework. Taking into account this consideration is possible only through a market research of preferences of potential customers and tenants. Ph.D., Associate Professor, Kazan Federal University, Institute of Management, Economics and Finance, Russia. Kalenskaya, Ph.D., Dr, Professor, Kazan Federal University, Institute of Management, Economics and Finance, Russia. In-person survey is the most accurate and timely data acquisition option
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