Use of Tenant Mix Strategies to Attract Shopping Centers’ Customers. Evidence from Romania
Use of Tenant Mix Strategies to Attract Shopping Centers’ Customers. Evidence from Romania

Summary/Abstract: Shopping centers’ image is a concept dependent on the result of the creation process of a functional and coherent marketing mix. Of all the marketing components, studies show that tenants and merchandise assortment is the determining factor. This study aims to highlight, based on a qualitative research, using structured interview technique, which are the most widely used assortment strategies in successful shopping centers from Romania. The conclusions obtained may constitute useful information for both researchers of the Romanian retail industry and for practitioners seeking solutions to better position their offer

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