Why here?: a case study of how retailers decide where to locate their store in Kristianstad.
2019 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hp
Studentuppsats (Examensarbete)
Abstract [en]
This thesis concern how retailers reasons regarding where to locate their store. Previous research stipulates that retailers consider several factors that builds Retail Attractiveness when they decide their store location.
The purpose of this thesis is to explore how retailers reason when it comes to where to locate their store. The study is conducted in Kristianstad, Sweden, with retailers located either in the city center, at the out-of-town shopping mall, or both. To fulfill the purpose, semi-structured interviews were held with four retailers that made different decision when C4 Shopping was established. Five interviews were conducted, lasting between 25 and 40 minutes. All interviews were held with store owners and decision-makers.
A conceptual model was created from existing literature in order to analyze the results. The original model includes the factors Cluster effects, Accessibility, Atmosphere, and Place Attachment. Under the factors there are sub-factors to nuance the factors. The model ultimately leads to Retail Attractiveness. In the revised model three new factors were added: Rent, Safety, and Proximity to Workplaces. One sub-factor was also removed. It is concluded that retailers consider the factors in the revised model, rate the factors, and thereafter decide where to locate.
This thesis adds insights on how retailers reason when they decide where to locate their store, and what factors they consider the as the most important. There is also a discussion on how the conceptual model can be used to measure Retail Attractiveness and explain retailers locational decisions in similar cases elsewhere.
Ort, förlag, år, upplaga, sidor
2019. , s. 96
Nyckelord [en]
Retail, attractiveness, cluster effects, agglomerations, accessibility, atmosphere, place attachment, city center, shopping mall
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hkr:diva-19646OAI: oai:DiVA.org:hkr-19646DiVA, id: diva2:1335515
Ämne / kurs
Internationellt företagande och marknadsföring
Utbildningsprogram
Ekonomprogrammet
Presentation
2019-06-07, 17-218, Elmetorpsvägen 15, 291 39 Kristianstad, Kristianstad, 13:55 (Engelska)
Handledare
Examinatorer
2019-07-082019-07-052019-07-08Bibliografiskt granskad