SHOPPING CENTER MERSIN – CUSTOMERS SURVEY CUSTOMERS SURVEY SHOPPING CENTER MERSİN 2009 CUSTOMERS SURVEY SHOPPING CENTER MERSİN 2009 VAL D’EUROPE - ETUDE CLIENTELE - Juin CONSEIL. MARKETING. FORMATION PARIS. SAO PAULO. ISTANBUL 23 Rue de la performance VILLENEUVE D’ASCQ Tel Fax Fahrettin Kerim Gökay caddesi No:245, D:6 Göztepe / Kadiköy Tel

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY Methodology p 3 1. Catchment area p 4 2. Customers’ profile p Customers’ behaviour p Image of the shopping mall p Competitors p Wishes p Animations & Communication………………………………………………… p 66 SUMMARY

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY st PART CATCHMENT AREA

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY Area table CATCHMENT AREA * *Tendency, not comparable

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY MAP

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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY Sommaire Reasons for visiting CATCHMENT AREA

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY nd PART CUSTOMERS’ PROFILE

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY In % CUSTOMERS’ PROFILE Respondent’s gender

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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

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

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

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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY In % Housing CUSTOMERS’ PROFILE

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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY RD PART CUSTOMERS’ BEHAVIOUR

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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%

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY CUSTOMERS’ BEHAVIOUR Frequency of visit of CARREFOUR

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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%

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY Frequency of visit of the restaurants of the shopping mall CUSTOMERS’ BEHAVIOUR

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

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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY Means of transport CUSTOMERS’ BEHAVIOUR

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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY Motivation to come CUSTOMERS’ BEHAVIOUR

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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 % 3% 31% 29% 19% 22% 25% 27% 15% 26%

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY Time spent in the shopping mall CUSTOMERS’ BEHAVIOUR

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

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

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

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

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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY TH PART IMAGE OF THE SHOPPING MALL

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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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;

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

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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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.

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY th PARTIE COMPETITORS

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

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

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

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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY ZOOM FORUM MERSIN

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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY ZOOM FORUM MERSIN Qualities and Defects of FORUM MERSIN

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY th PART WISHES

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

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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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 %

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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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.

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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 -

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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 %

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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY th PARTIE ANIMATIONS & COMMUNICATION

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

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

SHOPPING CENTER MERSIN – CUSTOMERS SURVEY 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

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

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

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

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