Another important observation worth of mentioning is that the two malls share in common very little stores. Appendix 1 and 2 shows the type and quantity of shops in Kanyon and MetroCity. From the two appendices, one can observe that the two shopping malls have about the same number of stores. As a late entrant into the market, Kanyon appears to have pursued this strategy on purpose not only to differ itself from MetroCity but also in order to aim its products to a specific niche of the market This assertion can be supported with the data from the survey conducted. By analysing the average amount of money spent by each shopper, one can then decide which of the two malls sells their products at a higher price.
When asked, â€œHow much do you typically spend at the preferred mall?â€ 50% of those who chose Kanyon replied that they spend between 30 to 80 TL. A further 30% of the respondents stated that they spend 80-150 TL. This is in comparison with MetroCity where only 18% of the shoppers spend between 80 to 150 TL. This is an indication of a clear separation between the two as it becomes apparent that customers are spending more money at Kanyon.
To further understand the type of people these malls target, an investigation into the supermarkets operating in them can be carried out. Kanyon is home to the supermarket â€˜Macrocenterâ€™ whereas Metrocity has â€˜Migrosâ€™. Although both supermarkets are operated by the same holding, however, the prices of products at Macrocenter are higher. Nonetheless, the researcher deemed it necessary to conduct a survey on the prices at Macrocenter and Migros.
After a visit to both supermarkets, as expected the prices of certain products were higher in Macrocenter. In addition, the survey revealed that Macrocenter sold more imported products in comparison with Migros. This suggests that a wealthier clientele is expected to shop at Macrocenter and that foreigners are expected to shop at this particular supermarket. Imported products are mainly aimed at foreigners or expatriates and as such, with a higher number of international products being sold at Macrocenter, it can be said that these are mainly intended for foreigners such as expatriates and/or tourists.
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