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Shoppers’ Perceptions of Retail Agglomeration Characteristics in Zagreb Region

Ivan-Damir Anic

Milivoj Markovic

Nikola Knego

Challenges for the Trade of Central and Southeast Europe

ISBN: 978-1-78190-832-7, eISBN: 978-1-78190-833-4

Publication date: 21 October 2013

Abstract

Purpose

The purpose of this chapter was to investigate consumer perceptions of retail agglomeration (RA) characteristics in Zagreb region. Perceived RA characteristics were compared between two major types of RA: Planned retail agglomerations (PRA) and Evolved retail agglomerations (ERA).

Design/methodology/approach

Data were collected with consumer survey and analyzed using descriptive statistics, exploratory factor analysis and analysis of variance (ANOVA).

Findings

Findings indicate that four factors of RA characteristics can be identified: convenience, accessibility, atmosphere, and image. The shoppers’ ratings indicate the strength and weaknesses of RA, and also the dominant position of PRA as compared to evolved RA.

Originality/value

Results show that there were significant differences in shoppers’ perceptions between Planned and evolved RA in Zagreb region. Shoppers evaluated PRA better than ERA on all four factors. Convenience and atmosphere are the best-rated PRA characteristics. Managerial implications are discussed in the study.

Keywords

Citation

Anic, I.-D., Markovic, M. and Knego, N. (2013), "Shoppers’ Perceptions of Retail Agglomeration Characteristics in Zagreb Region", Challenges for the Trade of Central and Southeast Europe (International Business and Management, Vol. 29), Emerald Group Publishing Limited, Leeds, pp. 123-135. https://doi.org/10.1108/S1876-066X(2013)0000029011

Publisher

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Emerald Group Publishing Limited