Who visits the Malls

According to the most recent representative survey for the preferences of visitors of the shopping centers, 92% of the respondents identified as an essential element of a well-organized Mall the quick and easy orientation in it. The study was conducted by Alpha Research among the visitors of the shopping centers in the capital and includes respondents aged between 16 to 60 years.

The study outlines the profile of visitors to shopping centers. These are mainly young people, 58% are aged between 20 and 40 years, and women are two times more than men.

They are characterized by high educational status (graduates - 51%), people with incomes above 500 leva per month.

The majority of visitors spend about one hour in the Mall. Half of respondents (51%) go more often than three times a month in the shopping centers. Frequent visits to the Mall, spending a long time there is an important indicator of their potential on the Bulgarian market.

67% of respondents visit the Malls to shop in both- stores of different brands and supermarkets, as well.

The rate of those entering just for examination is high - 44%, and usually they subsequently decide to purchases. A significant proportion of people is eating in the Malls - 24%, and 17% consume coffee and snack in cafes.

Using service centers - mobile operators, banks and beauty centers are less practiced by visitors (between 1% and 4%). Malls are defined primarily as a shopping and entertainment place- for meetings and walking there.

The data shows that respondents visit Malls mainly due to the convenience to buy different products in one place to choose from different types of food and have fun.

When asked what influences the choice of the shopping center, the respondents said that the main thing is the rapid and simple orientation in commercial space in the Malls and on the parking lots (79%), the new brands in Bulgaria (83%). Various restaurants and cinemas as listed as an advantage mainly for young visitors, but the lack of cinema in some of the shopping centers is listed as a disadvantage.

68% of respondents pointed as very important the visibility to and from all parts of the Mall. Presence of sunlight, designer interior and the extensiveness are prominent distinguishing features for a shopping center.

Asked what else should be present in a Mall to be close to their preferences, respondents highlighted more opportunities for entertainment for children while their parents are shopping, and holding cultural events. They search greater diversity in the types of shops, pet shops, organic shops, music stores, bookstores, pharmacy, shops for clothes, shoes and jewelry.