Teenageři v brněnských nákupních centrech: výsledky hlubších řízených rozhovorů nákupního chování

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Title in English Teenagers in the shopping centres of Brno: The findings from structured interviews regarding shopping behavior
Authors

KUNC Josef DVOŘÁK Zdeněk CHALOUPKOVÁ Markéta ŠILHAN Zdeněk ŠAŠINKA Petr TONEV Petr MARYÁŠ Jaroslav

Year of publication 2017
Type Article in Proceedings
Conference XX. Mezinárodní kolokvium o regionálních vědách. Sborník příspěvků.
MU Faculty or unit

Faculty of Economics and Administration

Citation
Doi http://dx.doi.org/10.5817/CZ.MUNI.P210-8587-2017-74
Field Sociology, demography
Keywords teenagers; shopping behaviour; shopping centres; structured interviews; Brno city
Description 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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