The Determinants of Retail Environment Attractiveness in the City Centre: Older Consumers’ Perspective
Katri Koistinen; Anna-Maija Kohijoki
https://urn.fi/URN:NBN:fi-fe2021042716894
Tiivistelmä
This study focuses on the attractiveness of
the city centre retail environment from the viewpoint of older shoppers, who represent an increasingly significant customer
segment for the city centre. In many Western
city centres, however, the physical retail environment has been deteriorating making
it a challenge
to attract consumers to the High Street, and thus several city revitalization
projects have been implemented. As the
physical environment has an impact especially on mobility-restricted shoppers, more emphasis should
be placed on older consumers’ perceptions to identify the actions needed to increase the attractiveness
of the city centre. The influence of
the physical elements in the retail store environment on consumers’ perceptions
and patronage behaviour is widely recognized. This study contributes to the
retailing literature by focusing on the physical elements, design and ambient
in nature, in the external shopping environment. Applying a focus group research method with content
analysis and using the
typology of retail environment elements as a framework, the study aims to reveal the determinants of the retail environment
attractiveness in the city centre. Four focus group discussions were organized
among 64–94-year-old consumers who live and do their shopping independently.
The discussions started with their first impressions of the city centre
shopping environment and continued with their perceptions of the external
elements in the theoretical framework. Both the design and ambient elements
discussed were found to influence older consumers’ perceptions of the city
centre, thus its attractiveness. The main determinants were layout and convenience in terms of parking and moving around,
building/landscape architecture and design, furnishings in terms of places to rest, functionality and the aesthetics
of lighting, and cleanliness of the retail environment. The study has implications for
urban and retail development projects in terms of creating the age-friendly city,
the physical environment of which supports ageing consumers’ active, healthy
and independent life.
Kokoelmat
- Rinnakkaistallenteet [19207]