TEENAGEŘI V BRNĚNSKÝCH NÁKUPNÍCH CENTRECH: VÝSLEDKY HLUBŠÍCH ŘÍZENÝCH ROZHOVORŮ NÁKUPNÍHO CHOVÁNÍ
TEENAGERS IN THE SHOPPING CENTRES OF BRNO: THE FINDINGS FROM STRUCTURED INTERVIEWS REGARDING SHOPPING BEHAVIOR

Author(s): Josef Kunc, Zdenek Dvorak, Marketa CHALOUPKOVA, Zdeněk Šilhan, Petr Šašinka, Petr Tonev, Jaroslav MARYÁŠ
Subject(s): Behaviorism, Socio-Economic Research
Published by: Masarykova univerzita nakladatelství
Keywords: teenagers; shopping behaviour; shopping centres; structured interviews; Brno city;
Summary/Abstract: The paper aims to evaluate, compare and discuss selected additional findings of an investigation into the shopping habits and behaviour of teenagers in the shopping centres Vaňkovka and Olympia in Brno. The research was carried out by means of structured interviews carried out in both centres. There was a random stratified selection of respondents limited by age and contingent to attending a high school in Brno. The results of the investigation show that young people visit both shopping centres with a set goal (typically to buy clothing, shoes, or accessories) and that they visit Vaňkovka approximately three times as frequently as Olympia. Vaňkovka is advantageous for its convenient location and accessibility but lacks relaxation areas and a cinema. Olympia is popular for the large number and wide variety of shops, while the long distance from the city centre is considered its most significant drawback.

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