Assessing Customer Preferences for Shopping Centers: Effects of Functional and Communication Factors

Retail companies operating in Lithuania are very important for the national economy. Domestic consumption has remained one of most drivers Lithuania’s economic development. The objective this article is to investigate customer preferences and identify selected factors shopping centers Vilnius, Lithuania. study Vilnius based on a complex model that integrates following factors: center goods services, service, image factors, physical situational demographic characteristics target consumers. Expert interviews aimed determine preference by perception professional experts relation phenomenon under study. consumer survey questionnaire focuses all identified choice center. This identifies theoretical selection retail centers, reviews market trends peculiarities evaluates assess functional, emotional communicational centers.