The analysis of shopping behaviour in the context of spending leisure time activities of consumers in the chosen shopping centres in Vienna (Austria)
The analysis of shopping behaviour in the context of spending leisure time activities of consumers in the chosen shopping centres in Vienna (Austria)

Summary/Abstract: The main aim of the article is a questionnaire based analysis of shopping behaviour in the context of spending leisure time activities of consumers in shopping centres Donauzentrum and Millennium City in Vienna, the capital city of Austria, as well as, the identification of potential differences caused by their location within the city and by varied offer and the diversity of their individual operations. The research was conducted from November 2015 to February 2016 with 320 respondents (160 respondents in Donauzentrum and 160 respondents in Millennium City). Millenium City was often visited by occasional consumers (proximity of railway station and airport, near the city centre, centre with a hotel part, as well). Considering varied offer and the diversity of operations (cinemas, night clubs, fitness centres, bars, restaurants, etc.), the consumers seldom stayed longer during a visit (interval of 91-120 min was stated by 33.75% of the respondents). Donauzentrum was visited more often (i.e. purchase of daily consumer goods). The consumers stayed shorter and spent less money.

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