1. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 1 CUSTOMERS SURVEY SHOPPING CENTER MERSİN 2009 CUSTOMERS SURVEY SHOPPING CENTER MERSİN 2009 VAL D’EUROPE - ETUDE CLIENTELE - Juin 2008 1 CONSEIL. MARKETING. FORMATION PARIS. SAO PAULO. ISTANBUL 23 Rue de la performance 59660 VILLENEUVE D’ASCQ Tel 03 20 815 820 - Fax 03 20 8158 21 etudes@sad-marketing.com - www.sad-marketing.com Fahrettin Kerim Gökay caddesi No:245, D:6 Göztepe / Kadiköy Tel 0539 365 04 85 e.ozturk@sad-marketing.com - www.sad-marketing.com

2. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 2 Methodology........................................................................p 3 1. Catchment area................................................................p 4 2. Customers’ profile...........................................................p 11 3. Customers’ behaviour......................................................p 20 4. Image of the shopping mall..............................................p 38 5. Competitors....................................................................p 48 6. Wishes..........................................................................p 57 7. Animations & Communication………………………………………………… p 66 SUMMARY

3. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 3 A total sample of 600 mall-goers was surveyed between 16 and 23 April 2009 in Mersin Center. Surveys were conducted throughout the Shopping centre entire opening period. Objectives consisted of :  Measuring mall performance on the catchment area  Analysing customer typology  Analysing their behaviours and wishes  Determining the image of Mersin Center  Quantifing et qualifing the frequentation of competitors  Evaluating the impact and the perception of the communication. METHODOLOGY

4. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 4 1 st PART CATCHMENT AREA

5. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 5 TRANSFORMATION RATE CATCHMENT AREA Resident households in the catchment area Customer households’ of the retail center Weekly Buyers Weekly visits in the retail center PENETRATION RATE FREQUENCY OF VISIT AVERAGE BASKET Turnover Methodology

6. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 6 Area table CATCHMENT AREA * *Tendency, not comparable

7. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 7 Attractivity area CATCHMENT AREA VERY HIGH ATTRACTION AREA : Very high attraction >75% HIGH ATTRACTION AREA : High attraction 50%-75% MEDIUM ATTRACTION AREA: Medium attraction 25% - 50% LOW ATTRACTION AREA: Low attraction < 25% * *Weekly turnover in K TL

8. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 8 MAP

9. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 9 Sommaire You come to this shopping center because… In % Reasons for visiting CATCHMENT AREA

10. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 10 Sommaire Reasons for visiting CATCHMENT AREA

11. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 11 2 nd PART CUSTOMERS’ PROFILE

12. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 12 In % CUSTOMERS’ PROFILE Respondent’s gender

13. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 13 In % Average Age : 42 years (40 years in 2006) Average Age : 46 years (45 years in 2006) Age of people surveyed Age of head of family CUSTOMERS’ PROFILE

14. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 14 In % Average : 3,6 persons (3,4 persons in 2006) How many persons are there in your household ? Distribution of number of people per household CUSTOMERS’ PROFILE

15. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 15 In % Average : 2 155 TL (1277 TL in 2006) Monthly Household Income Which is approximately the monthly net income of your hearth? CUSTOMERS’ PROFILE

16. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 16 In % Respondent’s occupation Occupation of Head of Family CUSTOMERS’ PROFILE

17. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 17 In % Respondent’s Qualification Possession of car Which is your level of study? Do you have a car? CUSTOMERS’ PROFILE

18. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 18 In % Housing CUSTOMERS’ PROFILE

19. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 19 Use of Internet Do you use Internet? CUSTOMERS’ PROFILE In %

20. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 20 3 RD PART CUSTOMERS’ BEHAVIOUR

21. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 21 To which frequency do you come in CARREFOUR CUSTOMERS’ BEHAVIOUR Frequency of visit of CARREFOUR Recall 2006 In % 2% 18% 42% 17% 15% 4% 2% 10% 20% 12%

22. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 22 CUSTOMERS’ BEHAVIOUR Frequency of visit of CARREFOUR

23. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 23 Frequency of visit of the restaurants of the shopping mall CUSTOMERS’ BEHAVIOUR To which frequency do you come in the restaurants of the shopping mall ? Recall 2006 In % 0.4% 2% 7% 8% 14% 4% 65% 2% 11% 4% 10%

24. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 24 Frequency of visit of the restaurants of the shopping mall CUSTOMERS’ BEHAVIOUR

25. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 25 Situation of accompaniment - PRESENCE Of CHILDREN -- PRESENCE Of ADULTS - Were there children present during the interview? In % the questioned person was … ? CUSTOMERS’ BEHAVIOUR

26. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 26 Means of transport Which mean of transport did you use today to come in the shopping mall ? CUSTOMERS’ BEHAVIOUR In %

27. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 27 Means of transport CUSTOMERS’ BEHAVIOUR

28. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 28 In % Today, you came in this shopping mall to … ? Motivation to come CUSTOMERS’ BEHAVIOUR

29. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 29 Motivation to come CUSTOMERS’ BEHAVIOUR

30. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 30 Time spent in the shopping mall In % Today, how long did you pass in the Shopping mall CUSTOMERS’ BEHAVIOUR Average : 73 minutes (75 minutes in 2006) Recall 2006 7% 3% 31% 29% 19% 22% 25% 27% 15% 26%

31. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 31 Time spent in the shopping mall CUSTOMERS’ BEHAVIOUR

32. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 32 In % Places attended at the day of survey Today, you attended … CUSTOMERS’ BEHAVIOUR

33. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 33 Places attended at the day of survey Today, you attended … CUSTOMERS’ BEHAVIOUR

34. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 34 In % Places of purchase at the day of survey CUSTOMERS’ BEHAVIOUR

35. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 35 Places of purchase at the day of survey per AGE CUSTOMERS’ BEHAVIOUR

36. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 36 Places of purchase at the day of survey per AGE CUSTOMERS’ BEHAVIOUR

37. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 37 PURCHASING INTENTIONS NO 2% YES 98% / 100% of people surveyed NO 0% YES 98% BOUGHT SOMETHING NO 0.3% YES 1.7% Lost salesWon sales   Won sales / Lost sales CUSTOMERS’ BEHAVIOUR BOUGHT SOMETHING

38. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 38 4 TH PART IMAGE OF THE SHOPPING MALL

39. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 39 Qualities and Defects of shopping mall IMAGE OF THE SHOPPING MALL

40. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 40 Interest Segmentation of qualities and defects IMAGE OF THE SHOPPING MALL Choice in stores Leisures Quality of the stores Department stores Restaurants Size of the center Differential WEAK POINT TO BE OPTIMIZED : HIGH INTEREST POINTS BUT POORLY PERCEIVED LOW INTEREST POINTS RATHER POORLY PERCEIVED LOW INTEREST POINTS RATHER WELL PERCEIVED POSITIVE POINTS TO BE KEPT / HIGH INTEREST

41. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 41 Main quality Among QUALITIES which you have just quoted, which is the main quality of the shopping mall ? In % IMAGE OF THE SHOPPING MALL Reception; Organization; Not to many people; Services; Late closing; Early opened

42. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 42 Main defect Among DEFECTS which you have just quoted, which is the main defect of the shopping mall ? In % IMAGE OF THE SHOPPING MALL Problem for parking; Early closing; Cleanliness of the center; Center too big; Hyper / supermarkeT;

43. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 43 Prefered stores Which stores do you prefer in this shopping mall ? In % IMAGE OF THE SHOPPING MALL

44. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 44 Less appreciated stores Which stores do you appreciate less? In % IMAGE OF THE SHOPPING MALL

45. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 45 The carpark - USE -- SATISFACTION - Did you use the carpark ? In % About the carpark, are you … ? Recall 2006 : 78% used the carpark IMAGE OF THE SHOPPING MALL

46. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 46 The carpark : Reasons for dissatisfaction In % Why are you not very satisfied or not satisfied at all about the carpark ? IMAGE OF THE SHOPPING MALL Covered carpark; Personnel of the parking; Badly parked customers.

47. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 47 Services of transport of the shopping mall Are you satisfied with the services of transport of the shopping mall ? In % Why ? In % IMAGE OF THE SHOPPING MALL

48. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 48 5 th PARTIE COMPETITORS

49. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 49 In % EXCLUSIVE CUSTOMERS MAIN CUSTOMERS COMPETITORS CUSTOMERS COMPETITORS Customers loyalty Generally, when you shop in a shopping mall, you come…

50. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 50 COMPETITORS Customers loyalty Generally, when you shop in a shopping mall, you come…

51. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 51 Customers loyalty per AGE Generally, when you shop in a shopping mall, you come… COMPETITORS

52. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 52 Which other Shopping malls do you generally attend…? [Into spontaneous - several possible answers] Main competitors - MAIN QUOTATIONS - COMPETITORS In %

53. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 53 ZOOM FORUM MERSIN

54. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 54 For which store do you attend FORUM MERSIN ? Generating STORES of flow for FORUM MERSIN In % ZOOM FORUM MERSIN

55. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 55 ZOOM FORUM MERSIN Qualities and Defects of FORUM MERSIN

56. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 56 Segmentation of qualities and defects – FORUM MERSIN Differential Interest ZOOM FORUM MERSIN Choice in store Restaurant Leisures Department stores Quality of the stores Level of Prices Not to many people WEAK POINT TO BE OPTIMIZED : HIGH INTEREST POINTS BUT POORLY PERCEIVED LOW INTEREST POINTS RATHER POORLY PERCEIVED LOW INTEREST POINTS RATHER WELL PERCEIVED POSITIVE POINTS TO BE KEPT / HIGH INTEREST

57. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 57 6 th PART WISHES

58. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 58 Sectors of activity missing WISHES In % In which sectors of activity do you think stores are missing in this shopping mall …

59. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 59 In % If 2 stores was established in the shopping mall, which in priority would you wish? Stores missing - MAIN QUOTATIONS - WISHES

60. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 60 Impact of the establishment of a cinema Would the presence of a cinema in this Shopping mall be a factor which will encourage you to more often attend it? WISHES In %

61. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 61 Impact of the establishment of a cinema WISHES In % of Yes Average : 79%

62. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 62 In % Which are your waitings in leisures for this Shopping mall? Wishes in term of leisures WISHES Oyun Salonu; Kıtapcı; Spa; Cay Bahcesı; Bılardo; Tıyatro; Kres; Bar.

63. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 63 In % Stores desired in ready-made clothes If two stores of ready-made clothes were to integrate this Center, which would you like to have in priority? WISHES - MEAN QUOTATIONS -

64. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 64 WISHES Stores desired in shoes, bags If two stores of shoes, bags were to integrate this Center, which would you like to have in priority? In %

65. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 65 In % WISHES Stores desired in restoration If two stores of restoration were to integrate this Center, which would you like to have in priority?

66. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 66 7 th PARTIE ANIMATIONS & COMMUNICATION

67. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 67 In % Perception of animations ANIMATIONS What do you think about animations of the center?

68. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 68 In % Wishes about animations ANIMATIONS Which animations would you like to have in this center?

69. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 69 Impact of the communication COMMUNICATION / 100% of people surveyed No 66% (35%) Yes 34% (65%) In % Have ever seen, received or heard advertising about this shopping mall… Kind of advertising seen, received or heard ( ) : Recall 2006

70. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 70 Average : 34% COMMUNICATION Impact of the communication In % of Yes

71. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 71 Reading of newspapers COMMUNICATION / 100% of people surveyed Do you read a newspaper ? No 5% Yes 95% In % Which newspaper ?

72. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 72 Television channel the most seen COMMUNICATION Which television channel do you look at more? In %

73. SHOPPING CENTER MERSIN – CUSTOMERS SURVEY - 2009 73 Radio station the most listened COMMUNICATION Which radio station do you listen at more? In %