ANALYSING THE NEED FOR SHOPPING CENTRES. EVIDENCE FROM FINLAND

Shopping centres have remarkable effects on their surroundings. They affect and move consumer masses, traffic networks and even housing. On the other hand, characteristics of stores, i.e., size, sales per square metres and rent per square metre, as they relate to location are vital for the success of a shopping centre. Size, shape and general layout of shopping centres also place constraints on store location and therefore are relevant to overall store location (Carter & Vandell 2005) and attraction. Although, at least since the eighties, recognition of the distinct nature of the shopping participation, departing from the narrow function of buying behaviour to the broader function of consumer behaviour, has been included in the scientific debate within the discipline of marketing (e.g. Lovelock 1996). Location planning and market analysis research can be done using several location planning theories and through various techniques within the shopping centre context. This paper discusses about the methods and empirical findings within the theme of forecasting the shopping centre demand from the Finnish perspective. When comparing to the amount of population and the population density, the number of shopping centres is large in Finland. The aim is to mirror the market analysis characteristics from the point of view of consumers, retailers, urban planners and investors. The study highlights operational and strategic implications of location planning discussing them from a real estate market analysis perspective.