出版社：Ege University, Faculty of Economics and Administrative Sciences
摘要：the economic and social fabric of Turkey especiallyin some of the big cities. In Izmir, there arecurrently eight shopping malls and this number isexpected to increase due to the interest ofconsumers and investors in shopping malls. Thiscan lead to over saturation triggering high level ofcompetition. Thus deeper understanding ofconsumer expectations, experiences andperceptions regarding mall image has becomemuch more essential.Shopping mall image is critical for patronagedecision hence loyalty. For this reason, in this studywe have focused on the expectations, experiencesand perceptions of high school girls to see whatattracts them to the malls. Therefore we designed aqualitative study that includes six focus groups anda questionnaire. The aim was to identify imageattributes of participants’ ideal shopping malls,shopping motives and expectations of high schoolgirls. This insight into high school girls’ patronagebehavior and motivations will provide academics,mall developers, and retailers with a betterunderstanding of the various components that contribute to the female adolescent mall experienceand allow them to study this market segment moreeffectively.
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