Most Russian consumers prefer to shop for non-food items in large-format shopping centers. Such data showed an analysis of consumer preferences of Russians, conducted by CBRE consulting company.
The survey involved 100 people from different federal districts of the country, with different levels of income, marital status and household size. The survey results showed that the success of a shopping center in Russia is determined by such key factors as reasonable prices, cleanliness, 30 minute availability and the opportunity to spend time with family.
Most often, to buy clothes and shoes, household goods, buyers visit large-format shopping centers ranging in size from 40 to 000 sq. meters. One of the main factors when choosing a place of shopping was the price of goods. 73% of respondents chose it. The location of the shopping center and the cleanliness of the room are important, they were preferred by 69% and 62% of respondents, respectively.
An important issue for the visitors of the shopping center is navigation, namely the availability of information desks. The respondents were neutral about such parameters as “presence of certain brands” and “composition of tenants”. This is probably due to the fact that most shopping centers in Russia are homogeneous in terms of the tenant pool and marketing concept.
The presence of department stores and quality restaurants, an entertainment area, and marketing events were also not important for Russian consumers. Only 20% of respondents noted these criteria.
The survey results showed that 48% of Russians get to the shopping center by car, 32% by public transport and only 16% by foot. The journey to the shopping center takes from 10 to 30 minutes for 64% of respondents. Only 2% of respondents spend more than an hour on the road.