Öz

Alışveriş merkezleri (AVM), Türkiye’de özellikle de büyük şehirlerde ekonomik ve sosyal hayatın önemli bir parçası haline gelmiştir. İzmir’de halen sekiz AVM bulunmaktadır. Tüketicilerin ve yatırımcıların yoğun ilgisi doğrultusunda bu sayının artması beklenmektedir. Bu durum rekabetin artmasıyla birlikte bu sektörde doygunluk noktasına gelinmesine de neden olabilecektir. Bu nedenle, müşterilerin AVM’lerdeki deneyimlerinin ve bu merkezlerin imajı ile ilgili algı ve beklentilerinin iyice anlaşılması çok daha fazla önem kazanmaktadır. AVM imajı kişilerin müşteri olama kararı, dolayısıyla da herhangi bir AVM’ye bağlılığı açısından kritik öneme sahiptir. Bu nedenle, çalışmamızda lise düzeyindeki genç kızları AVM’lere neyin çektiğini belirleyebilmek için onların beklenti, deneyim ve algıları üzerinde yoğunlaşılmıştır. Bu amaçla, altı odak grup çalışmasından oluşan nitel bir çalışma düzenlenmiş ve katılımcılara bir anket uygulanmıştır. Amaç, katılımcıların ideal bir AVM’de olmasını bekledikleri imaj bileşenlerini belirlemek ve onların alış veriş güdüleri ve beklentileri hakkında daha derinlemesine bilgi edinmektir. Çalışmadan elde edilen sonuçlar akademisyenlere, AVM yöneticilerine ve perakendecilere bu pazar dilimiyle ilgili daha geniş bir bakış açısı sağlayacak ve iş dünyasının daha etkin pazarlama stratejileri geliştirmesine yardımcı olacaktır.

HIGH SCHOOL GIRLS’ SHOPPING MALL EXPERIENCES, PERCEPTIONS AND EXPECTATIONS: A QUALITATIVE STUDY

Öz

Shopping malls have become an important part of the economic and social fabric of Turkey especially in some of the big cities. In Izmir, there are currently eight shopping malls and this number is expected to increase due to the interest of consumers and investors in shopping malls. This can lead to over saturation triggering high level of competition. Thus deeper understanding of consumer expectations, experiences and perceptions regarding mall image has become much more essential. Shopping mall image is critical for patronage decision hence loyalty. For this reason, in this study we have focused on the expectations, experiences and perceptions of high school girls to see what attracts them to the malls. Therefore we designed a qualitative study that includes six focus groups and a questionnaire. The aim was to identify image attributes of participants’ ideal shopping malls, shopping motives and expectations of high school girls. This insight into high school girls’ patronage behavior and motivations will provide academics, mall developers, and retailers with a better understanding of the various components that contribute to the female adolescent mall experience and allow them to study this market segment more effectively.

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