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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 1 CUSTOMERS SURVEY SHOPPING CENTER IÇERENKÖY 2009 VAL D’EUROPE - ETUDE CLIENTELE - Juin 2008 1 CONSEIL . MARKETING . FORMATION PARIS. SAO PAULO . ISTANBUL 23 Rue de la performance 59660 VILLENEUVE D’ASCQ Tel 03 20 815 820 - Fax 03 20 8158 21 [email protected] - www.sad-marketing.com Fahrettin Kerim Gökay caddesi No:245, D:6 Göztepe / Kadiköy Tel 0539 365 04 85 [email protected] - www.sad-marketing.com

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 1 CUSTOMERS SURVEY SHOPPING CENTER IÇERENKÖY 2009 CUSTOMERS SURVEY SHOPPING CENTER IÇERENKÖY 2009 VAL

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Page 1: SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 1 CUSTOMERS SURVEY SHOPPING CENTER IÇERENKÖY 2009 CUSTOMERS SURVEY SHOPPING CENTER IÇERENKÖY 2009 VAL

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 1

CUSTOMERS SURVEY

SHOPPING CENTERIÇERENKÖY

2009

CUSTOMERS SURVEY

SHOPPING CENTERIÇERENKÖY

2009

VAL D’EUROPE - ETUDE CLIENTELE - Juin 2008

1

CONSEIL . MARKETING . FORMATIONPARIS. SAO PAULO . ISTANBUL

23 Rue de la performance 59660 VILLENEUVE D’ASCQTel 03 20 815 820 - Fax 03 20 8158 [email protected] - www.sad-marketing.com

Fahrettin Kerim Gökay caddesi No:245, D:6 Göztepe / KadiköyTel 0539 365 04 [email protected] - www.sad-marketing.com

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 2

Methodology ........................................................................p 3

1. Catchment area................................................................p 4

2. Customers’ profile...........................................................p 11

3. Customers’ behaviour......................................................p 20

4. Image of the shopping mall..............................................p 38

5. Competitors....................................................................p 48

6. Wishes ......................................................................... p 57

7. Animations & Communication……………………………………………….. p 66

SUMMARYSUMMARY

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 3

A total sample of 604 mall-goers was surveyed between 13 and 20 April 2009 in Içerenköy 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 Icerenkoy Center Quantifing et qualifing the frequentation of competitors Evaluating the impact and the perception of the communication.

METHODOLOGYMETHODOLOGY

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 4

1st PART

CATCHMENT AREA

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 5

TRANSFORMATIONRATE

CATCHMENT AREACATCHMENT AREA

Resident households in the catchment area

Customer households’ of the retail center

Weekly Buyers

Weekly visits in the retail center

PENETRATIONRATE

FREQUENCY OF VISIT

AVERAGE BASKET

Turnover

Methodology

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 6

*

Comparative

CATCHMENT AREACATCHMENT AREA

2008 2005 2008 2005 2008 2005 2008 2005

1 ICERENKOY 42% 48% 1,1 1,2 92% 74% 10% 14%2 KOZYATAGI 40% 41% 0,7 0,8 88% 86% 9% 13%3 BOSTANCI 39% 13% 0,6 0,8 89% 100% 6% 4%4 GOZTEPE 33% 29% 0,8 0,7 94% 88% 5% 9%5 FENERYOLU 13% 5% 0,5 0,9 89% 60% 3% 1%6 MERDIVENKOY 9% 11% 0,9 0,8 89% 81% 4% 5%7 BULGURLU 5% 6% 0,6 1,0 88% 79% 8% 8%8 CAKMAK 8% 11% 0,6 0,8 94% 81% 7% 5%9 YENICAMLICA 18% 27% 0,6 0,8 96% 82% 9% 13%10 ZUMRUTEVLER 8% 10% 0,6 0,7 94% 82% 9% 8%

14% 13% 0,7 0,8 92% 80% 70% 79%

0,6 0,6 86% 78% 21% 14%0,1 0,1 82% 74% 9% 5%

0% 67% 0,0% 1,4%

0,5 0,6 90% 79% 100% 100%

OCCASIONAL CUSTOMERSFIRST TIME CUSTOMERS

TOTAL CUSTOMERS

Transformation rate % turnover

TOTAL ATTRACTION AREA

OUT OF AREA CUSTOMERS

SECTORSPenetration rate Frequency of visit

*

*Tendency, not comparable

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 7

Attractivity area

CATCHMENT AREACATCHMENT AREA

PopulationPenetration

rateCustomers

Frequency of visit

Weekly visits

Transformation

rate

Weekly buyers

Average basket

Turnover % turnover

1 ICERENKOY 75 734 42% 31 461 1,1 33 297 92% 30 489 27 818 10%

2 KOZYATAGI 75 726 40% 30 066 0,7 20 059 88% 17 652 43 758 9%

3 BOSTANCI 66 484 39% 25 622 0,6 15 245 89% 13 640 39 534 6%

4 GOZTEPE 80 213 33% 26 620 0,8 20 460 94% 19 256 23 445 5%

298 157 38% 113 769 0,8 89 060 91% 81 037 32 2 555 31%

9 YENICAMLICA 165 220 18% 30 327 0,6 18 454 96% 17 652 42 734 9%

5 FENERYOLU 111 027 13% 14 576 0,5 7 221 89% 6 419 44 279 3%

6 MERDIVENKOY 144 938 9% 13 062 0,9 11 233 89% 10 029 30 298 4%

8 CAKMAK 272 201 8% 22 249 0,6 13 640 94% 12 837 44 564 7%

10 ZUMRUTEVLER 413 626 8% 31 644 0,6 19 657 94% 18 454 39 727 9%

7 BULGURLU 335 017 5% 17 809 0,6 10 430 88% 9 227 67 619 8%

1 442 029 9% 129 666 0,6 80 636 93% 74 618 43 3 222 39%

1 740 186 14% 243 436 0,7 169 696 92% 155 655 37 5 777 70%

90 567 0,6 52 955 86% 45 734 37 1 702 21%

157 259 0,1 19 657 82% 16 047 46 736 9%

/ / / / / 0%

491 262 0,5 242 308 90% 217 435 38 8 215 100%TOTAL CUSTOMERS

TOTAL ATTRACTION AREA

OUT OF AREA CUSTOMERS

OCCASIONAL CUSTOMERS

FIRST TIME CUSTOMERS

SECTORS

MEDIUM ATTRACTION AREA

LOW ATTRACTION AREA

*Weekly turnover in K TL

*

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 8

Sommaire

MAP

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 9

SommaireYou come to this shopping center because…

61

4

24

7

3

58

5

11

9

17

I t is near your home

I t is near the placewhere you work

I t is on your wayhome/ work

I t is not near anyplace you usually go

I t is near anotherplace

2009

Recall 2005

In %

Reasons for visiting

CATCHMENT AREACATCHMENT AREA

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 10

Reasons for visiting per area

CATCHMENT AREACATCHMENT AREA

I t is near your home

I t is near the place where

you work

I t is on your way

home/ work

I t is not near any place you

usually go

I t is near another

place

ICERENKOY 94% 0% 5% 0% 1%

KOZYATAGI 80% 2% 15% 2% 2%

BOSTANCI 70% 0% 25% 3% 3%

GOZTEPE 75% 0% 23% 2% 0%

FENERYOLU 17% 6% 61% 6% 11%

MERDIVENKOY 73% 0% 18% 6% 3%

BULGURLU 38% 17% 28% 14% 3%

CAKMAK 68% 3% 26% 3% 0%

YENICAMLICA 80% 2% 14% 2% 2%

ZUMRUTEVLER 45% 4% 34% 13% 4%

OUT OF AREA 35% 10% 33% 15% 7%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 11

2nd PART

CUSTOMERS’ PROFILE

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 12

57

4341

59

Male Female

2009 Recall 2005

In %

CUSTOMERS’ PROFILECUSTOMERS’ PROFILERespondent’s gender

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 13

In % In %

11

23

21

20

16

8

1

26

30

19

12

7

4

0Under 18

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65 and over

2009

Recall 2005

Average Age : 43 years (35 years in 2005) Average Age : 48 years (46 years in 2005)

Age of people surveyed Age of head of family

2

17

21

24

23

13

0

0

20

25

30

18

7

0Under 18

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65 and over

2009

Recall 2005

CUSTOMERS’ PROFILECUSTOMERS’ PROFILE

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 14

22

3127

9

42

4

22

3027

11

3 26

1 person(yourself)

2 persons 3 persons 4 persons 5 persons 6 persons 7 persons

2009 Recall 2005

In %

Average : 3,3 persons (3,4 persons in 2005)

How many persons are there in your household ? 

Distribution of number of people per household

CUSTOMERS’ PROFILECUSTOMERS’ PROFILE

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 15

3

12

15

810

98

53

6 65

10

700 TL’ninaltında

700 -1100 TL

arası

1100 -1500 TL

arası

1500 -1900 TL

arası

1900 –2300 TL

arası

2300 -2700 TL

arası

2700 -3100 TL

arası

3100 -3500 TL

arası

3500 -3900 TL

arası

3900 -4300 TL

arası

4300 -5000 TL

arası

5000 -6000 TL

arası

6000TL’nin

üzerinde

In %

Average : 2 816 TL (1 799 TL in 2005)

Monthly Household Income

Which is approximately the monthly net income of your hearth?

CUSTOMERS’ PROFILECUSTOMERS’ PROFILE

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 16

0

9

32

8

10

6

15

17

3

0

8

27

16

8

2

9

14

17

Farmer

Shop owner, Handicrafer,Business owner

Liberal profession, Privatesector executive, Engineer,

Professor

Teacher, Nurse, Technician,Supervisor, Foreman

Employee

Worker, Lorry driver

Retired

Unemployed

Students, Pupils

2009

Recall 2005

0

14

34

7

9

10

22

3

1

0

12

29

17

7

4

22

4

3

Farmer

Shop owner, Handicrafer,Business owner

Liberal profession, Privatesector executive, Engineer,

Professor

Teacher, Nurse, Technician,Supervisor, Foreman

Employee

Worker, Lorry driver

Retired

Unemployed

Students, Pupils

2009

Recall 2005

In % In %

Respondent’s occupation Occupation of Head of Family

CUSTOMERS’ PROFILECUSTOMERS’ PROFILE

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 17

0,3

16

31

4

42

6

Was not atschool

Elementaryschool

College

University (2years)

University (5years)

Doctorate,Engineer

In %

Respondent’s Qualification Possession of car

Which is your level of study?

74%26%

Yes

No

Do you have a car?

CUSTOMERS’ PROFILECUSTOMERS’ PROFILE

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 18

In %

Housing

24

6

62

1

31

71

4 1

Owner of house tenant of house Owner of apartment tenant of apartment

2009 Recall 2005

CUSTOMERS’ PROFILECUSTOMERS’ PROFILE

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 19

Use of Internet

75%

25%

Yes

No

Do you use Internet?

CUSTOMERS’ PROFILECUSTOMERS’ PROFILE

95

84

81

80

60

28

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65 and over

In %

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 20

3RD PART

CUSTOMERS’ BEHAVIOUR

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 21

5

1

3

7

13

29

14

3

17

5

2

1

1

Every day

5 times per week

4 times per week

3 times per week

2 times per week

1 time per week

1 time every 15 days

1 time every 3 weeks

1 time per month

1 time every 2 months

Less than 1 time every 2 months

This is the first time

Never

To which frequency do you come in CARREFOUR

In %

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURFrequency of visit of CARREFOUR

Recall 2005

2%

26%

29%

16%

18%

8%

2%

2%

24%

20%

7%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 22

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURFrequency of visit of CARREFOUR per area

Every daySeveral times a week

1 time per week

1 time every 15

days

from 1 time

every 3 weeks to

1 time per

month

Less often

This is the first time

Never

ICERENKOY10% 38% 29% 7% 12% 2% 0% 1%

KOZYATAGI2% 29% 27% 15% 18% 7% 2% 0%

BOSTANCI5% 18% 28% 13% 33% 5% 0% 0%

GOZTEPE4% 35% 33% 13% 10% 4% 0% 2%

FENERYOLU0% 17% 39% 17% 22% 0% 0% 6%

MERDIVENKOY3% 24% 36% 15% 9% 9% 3% 0%

BULGURLU3% 21% 31% 10% 34% 0% 0% 0%

CAKMAK3% 18% 26% 29% 21% 0% 0% 3%

YENICAMLICA6% 12% 27% 18% 31% 4% 0% 2%

ZUMRUTEVLER8% 19% 25% 23% 17% 8% 0% 2%

OUT OF AREA3% 20% 27% 12% 20% 15% 1% 2%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 23

1

1

1

3

5

18

11

4

16

5

6

1

28

Every day

5 times per week

4 times per week

3 times per week

2 times per week

1 time per week

1 time every 15 days

1 time every 3 weeks

1 time per month

1 time every 2 months

Less than 1 time every 2 months

This is the first time

Never

In %

Frequency of visit of the restaurants of the shopping mall

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR

To which frequency do you come in the restaurants of the shopping mall ?

Recall 2005

3%

23%

24%

14%

14%

7%

2%

13%

10%

20%

12%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 24

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURFrequency of visit of the restaurants of the shopping mall per area

Every daySeveral times a week

1 time per week

1 time every 15

days

from 1 time

every 3 weeks to

1 time per

month

Less often

This is the first time

Never

ICERENKOY1% 14% 15% 13% 14% 14% 1% 28%

KOZYATAGI2% 13% 11% 11% 24% 7% 5% 27%

BOSTANCI0% 8% 18% 23% 33% 5% 0% 15%

GOZTEPE0% 10% 19% 13% 13% 8% 0% 37%

FENERYOLU0% 11% 17% 11% 22% 6% 6% 28%

MERDIVENKOY0% 9% 15% 9% 12% 15% 3% 36%

BULGURLU3% 10% 21% 7% 14% 10% 0% 34%

CAKMAK0% 9% 18% 24% 18% 9% 0% 24%

YENICAMLICA2% 2% 22% 16% 22% 8% 0% 29%

ZUMRUTEVLER0% 17% 21% 11% 15% 9% 0% 26%

OUT OF AREA2% 7% 22% 3% 24% 14% 1% 27%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 25

Situation of accompaniment

- PRESENCE Of CHILDREN - - PRESENCE Of ADULTS -

Were there children present during the interview?

16%

84%

Yes

No

21

66

13

In couple

Only adultpresent

In group

In %

the questioned person was … ?

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 26

64

1

1

2

11

5

12

4

58

2

1

5

15

10

9

With your car

By car with friends orneighbors

By bike, motorbike

Dolmuş

By public transport

By Taxi

On feet

By Carrefour shuttle

2009

Recall 2005

Means of transport

Which mean of transport did you use today to come in the shopping mall ?

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR

In %

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 27

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURMeans of transport per area

With your car

By car with

friends or neighbors

By bike, Motorbike

DolmusBy public transport

By taxi On feetBy

Carrefour Shuttle

ICERENKOY47% 2% 0% 1% 8% 5% 34% 3%

KOZYATAGI62% 0% 0% 0% 0% 0% 33% 5%

BOSTANCI78% 0% 0% 3% 5% 3% 8% 5%

GOZTEPE71% 0% 0% 2% 6% 6% 6% 10%

FENERYOLU89% 0% 0% 0% 6% 0% 0% 6%

MERDIVENKOY73% 0% 3% 3% 9% 3% 9% 0%

BULGURLU79% 0% 0% 3% 3% 3% 3% 7%

CAKMAK65% 0% 0% 3% 15% 9% 6% 3%

YENICAMLICA57% 2% 0% 4% 18% 8% 6% 6%

ZUMRUTEVLER55% 4% 4% 6% 17% 6% 8% 2%

OUT OF AREA66% 1% 2% 3% 18% 5% 5% 1%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 28

102 2 1

61

1911 9

1

85

Carry out precisepurchases

Go for a walkwithout any

intention of buying

Restore You've done nothingbut cross the center,but it is able to youto carry out therepurchases at other

times

You've done nothingbut cross the center,because you nevercarry out purchase

there

2009 Recall 2005

In %

Today, you came in this shopping mall to … ?

Motivation to come

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 29

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURMotivation to come per area

Carry out precise

purchases

Go for a walk

without any

intention of buying

Restore

You've done nothing but cross the

center, but it is able to you to carry out there purchases at

other times

You've done nothing but cross

the center, because you never carry out purchase

there

ICERENKOY 87% 9% 1% 1% 1%

KOZYATAGI 91% 4% 4% 2% 0%

BOSTANCI 85% 8% 5% 3% 0%

GOZTEPE 92% 8% 0% 0% 0%

FENERYOLU 94% 6% 0% 0% 0%

MERDIVENKOY 82% 15% 3% 0% 0%

BULGURLU 90% 3% 3% 3% 0%

CAKMAK 88% 12% 0% 0% 0%

YENICAMLICA 84% 10% 4% 2% 0%

ZUMRUTEVLER 91% 8% 0% 2% 0%

OUT OF AREA 77% 16% 1% 4% 1%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 30

Time spent in the shopping mall

3

3

12

1

4

1

20

2

16

3

17

6

7

2

1

0,2

0,0

Less than 15 mn

15-29 mn

30 minutes

31-44 mn

45 minutes

46-59 mn

1 h

1h15

1h30

1h45

2h00

2h30

3h00

4h00

5h00

6h00

More than 6h00

In %

Today, how long did you pass in the Shopping mall

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR

Average : 90 minutes(116 minutes in 2005)

Recall 2005

6%18%

27%

18%

20%

17%

19%

14%

33%

28%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 31

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURTime spent in the shopping mall per area

30 mn or less 31-60 mn 75-90 mn 105-120 mnmore than

120 mnAverage

Time

ICERENKOY 7% 20% 20% 22% 31% 88

KOZYATAGI 9% 18% 31% 13% 29% 79

BOSTANCI 10% 15% 33% 23% 20% 72

GOZTEPE 4% 19% 31% 17% 29% 88

FENERYOLU 6% 6% 17% 17% 56% 110

MERDIVENKOY 6% 18% 15% 12% 48% 102

BULGURLU 3% 17% 21% 14% 45% 100

CAKMAK 6% 21% 26% 18% 29% 85

YENICAMLICA 0% 18% 20% 16% 47% 95

ZUMRUTEVLER 6% 21% 13% 21% 40% 89

OUT OF AREA 7% 16% 18% 20% 40% 94

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 32

25

19

19

45

36

57OnlyCarrefour

hypermarket

Carrefourhypermarket

and thestores

Only thestores

2009

Recall 2005

In %

Places attended at the day of survey

Today, you attended …

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR

Only Carrefour hypermarket

Carrefour hypermarket

and the stores

Only the stores

18 - 24 32% 32% 36%

25 - 34 51% 24% 25%

35 - 44 57% 27% 16%

45 - 54 57% 25% 18%

55 - 64 72% 20% 8%

65 and over 76% 16% 8%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 33

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURPlaces attended at the day of survey per area

Only Carrefour

hypermarket

Carrefour hypermarket

and the stores

Only the stores

ICERENKOY 59% 24% 16%

KOZYATAGI 60% 29% 1%

BOSTANCI 53% 30% 18%

GOZTEPE 75% 15% 10%

FENERYOLU 56% 28% 17%

MERDIVENKOY 73% 15% 12%

BULGURLU 59% 28% 14%

CAKMAK 65% 21% 15%

YENICAMLICA 43% 35% 22%

ZUMRUTEVLER 55% 25% 21%

OUT OF AREA 48% 23% 29%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 34

14

3

10

73Only CarrefourHypermarket

Only the Stores

Both

No purchase

In %

Places of purchase at the day of survey

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 35

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURPlaces of purchase at the day of survey per area

Only Carrefour Hypermarket

Only the Stores

BothNo

purchase

ICERENKOY 71% 14% 6% 9%

KOZYATAGI 76% 9% 4% 11%

BOSTANCI 68% 18% 5% 10%

GOZTEPE 88% 6% 0% 6%

FENERYOLU 72% 6% 11% 11%

MERDIVENKOY 79% 6% 3% 12%

BULGURLU 72% 14% 3% 10%

CAKMAK 85% 9% 0% 6%

YENICAMLICA 78% 18% 0% 4%

ZUMRUTEVLER 74% 19% 0% 8%

OUT OF AREA 63% 20% 2% 16%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 36

Only Carrefour

Hypermarket

Only the Stores

Both No purchase

18 - 24 48% 23% 3% 26%

25 - 34 67% 19% 2% 11%

35 - 44 77% 12% 2% 9%

45 - 54 73% 15% 4% 8%

55 - 64 88% 7% 1% 4%

65 and over 82% 8% 4% 6%

Places of purchase at the day of survey per AGE

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 37

PURCHASING INTENTIONS

NO13%

NO13%

YES87%

YES87%

/ 100% of people surveyed

NO3%

NO3%

YES84%

YES84%

BOUGHT SOMETHING

NO8%

NO8%

YES5%

YES5%

Lost salesWon sales

Won sales / Lost sales

CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR

BOUGHT SOMETHING

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 38

4TH PART

IMAGE OF THE SHOPPING MALL

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 39

IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL

Qualities and Defects of shopping mall

Qualities DefectsInterest

(% Qualities + % Defects)Differential

(% Qualities - % Defects)

Proximity 43% 2% 45% 41%Choice in stores 40% 4% 44% 36%Level of prices 22% 11% 33% 11%Sales, promotions 21% 5% 26% 15%Accessibility 19% 2% 21% 17%Facility of parking 15% 4% 19% 10%Quality of the stores 15% 2% 17% 13%Not to many people 3% 7% 10% - 5%Praticity 2% 6% 9% - 4%Security 5% 3% 8% 2%Size of the center 6% 2% 8% 4%Leisures 1% 6% 7% - 5%Restaurants 4% 2% 6% 2%Hyper / supermarket 6% 0% 6% 6%Environment 4% 1% 6% 3%Cleanliness of the center 4% 1% 5% 2%Services 3% 1% 4% 1%Reception 2% 1% 3% 1%Esthetics 2% 1% 3% 0%Organization 2% 1% 3% 1%Late closing 1% 1% 2% 1%Early opened 1% 1% 2% 0%Department stores 1% 1% 2% 1%Animations 0,2% 1% 1% - 1%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 40Intérêt

Segmentation of qualities and defects

IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL

Esthetics

Reception

Services

Cleanliness of the center

Environment

Hyper/ Supermarket

Restaurants

Leisures

Size of the center

Security

Praticity Not too many people

Quality of the stores

Facility of parking

Accessibility

-6%

-1%

4%

9%

14%

19%

3% 5% 7% 9% 11% 13% 15% 17% 19% 21% 23%

Differential

Interest

Proximity

Choice in stores

Level of price

Promotions

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

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 41

Main quality

Among QUALITIES which you have just quoted, which is the main quality of the shopping mall ?

33

20

11

6

6

6

5

2

1

1

1

1

1

1

1

3

1

Proximity

Choice in stores

Level of price

Facility of parking

Promotions

Accessibility

Quality of the stores

Environment

Hyper/ supermarket

Size of the center

Restaurants

Cleanliness of the center

Security

Praticity

Not too many people

Department stores

Others

In %

IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 42

Main defect

Among DEFECTS which you have just quoted, which is the main defect of the shopping mall ?

16

8

8

7

7

5

3

3

3

3

2

2

2

2

1

1

1

1

Too high prices

Praticity

Too many people

Miss leisures

Difficulty of parking

Miss diversity in stores

Miss security

Distance

Difficult access

Miss promotion

Bad quality for stores

Too large shopping mall

Bad environment

Miss restaurants

Bad reception

Close too early

Miss cleanliness

Miss organisation

In %

IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 43

Prefered stores

Which stores do you prefer in this shopping mall ?

3922

11

7

5

3

3

2

2

2

2

2

2

2

2

2

2

5

2

1

3

1

4

3

2

2

12

2

2

3

5

6

10

27BOYNER

CARREFOUR

TEKNOSA

MUDO

KOTON

MANGO

NIKE

ADIDAS

KIGILI

OXXO

BEYMEN

LEVI 'S

MAVI J EANS

BIMEKS

LITTLE BIG LTB

POLO

SEVIL PARFUMERI

AFRODIT

LACOSTE

2009

Recall 2005

In %

IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 44

Less appreciated stores

Which stores do you appreciate less?

In %

0,30,30,30,30,3

0,20,20,2

0,20,20,20,20,20,20,20,20,2

4

74

38

0

10

9

1

2

11

1111111

0,20,2

AFRODITBIMEKSBOYNERKOTONMUDOOXXO

STARBUCKSCARREFOUR

CENTONENIKEPOLO

SEVILACCESSORIES

BARNIESBENETTONBODYSHOP

CAMPERDESA

DRYMANGOZ GRUP

HOTICIPS

JOKERLACOSTE

LEE&WRANGLERMADO

2009

Recall 2005

IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 45

The carpark

- USE - - SATISFACTION -

Did you use the carpark ?

7

10

4

54

26

16

2

78Verysatisfied

Satisfiedenough

Not verysatisfied

Notsatisfied

at all

2009

Recall 2005

In %

About the carpark, are you … ?

76%

24%

No

Yes

Recall 2005 : 68% used the carpark

IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 46

44

16

15

7

7

5

3

3

3

3

2

2

Insufficient number of places

Miss safety of the carpark

Difficult circulation

Places for handicapped people used

Difficult access to the carpark

Miss cleanliness

Abandoned animals

Covered carpark

Not covered carpark

Size of the carpark (too high)

Taxis

Badly parked customers

The carpark : Reasons for dissatisfaction

In %

Why are you not very satisfied or not satisfied at all about the carpark ?

IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 47

Services of transport of the shopping mall

Are you satisfied with the services of transport of the shopping mall ?

4

80

16

Yes No Never use it

In %

Why ?

0,3

0,3

0,3

0,3

0,5

0,2

0,2

0,5

0,2

Miss safety of transport

Insufficient number of places

Difficulty of access to transport

Difficult circulation

Schedules of opening

Not enough shuttles

Full the week end

The driver

Control of the transport documents

In %

IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 48

5th PARTIE

COMPETITORS

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 49

60

35

5

27

61

12

Always here

Most often here

Seldom here

2009Recall 2005

In %

EXCLUSIVE CUSTOMERS

MAIN CUSTOMERS

COMPETITORS CUSTOMERS

COMPETITORSCOMPETITORS

Customers loyalty

Generally, when you shop in a shopping mall, you come…

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 50

Customers loyalty per area

Always hereMost often

hereSeldom

here

ICERENKOY67% 31% 1%

KOZYATAGI69% 29% 2%

BOSTANCI70% 28% 3%

GOZTEPE71% 29% 0%

FENERYOLU44% 39% 17%

MERDIVENKOY61% 36% 3%

BULGURLU52% 31% 17%

CAKMAK62% 38% 0%

YENICAMLICA53% 45% 2%

ZUMRUTEVLER68% 26% 6%

OUT OF AREA50% 41% 9%

COMPETITORSCOMPETITORS

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 51

Always here Most often here Seldom here

18 - 24 38% 50% 12%

25 - 34 56% 41% 3%

35 - 44 56% 37% 7%

45 - 54 70% 28% 2%

55 - 64 71% 24% 5%

65 and over 72% 26% 2%

Customers loyalty per AGE

Generally, when you shop in a shopping mall, you come…

COMPETITORSCOMPETITORS

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 52

Which other Shopping malls do you generally attend…? [Into spontaneous - several possible answers]

Main competitors

- MAIN QUOTATIONS -

COMPETITORSCOMPETITORS

27

23

22

13

8

4

3

3

3

3

2

2

2

2

2

2

2

45

21

5

6

5

3

Nautılus-Acıbadem

Optımum-Kozyatagı

Palladıum-Atasehır

Capıtol-Altunızade

Metro-Kozyatagı

Cevahır-Mecıdıyekoy

Vıaport-Kurtkoy

Carrefour-Umranıye

Real-Umranıye

Metrocıty

I stınyepark-Maslak

Mıgros-Caddebostan

Carrefour-Maltepe

Kanyon

Medıa Markt-Umranıye

Meydan - Ümraniye

Real-Kartal

2009

Recall 2005

In %

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 53

ZOOM NAUTILUS-ACIBADEM

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 54

For which store do you attend NAUTILUS ACIBADEM ?

Generating STORES of flow for NAUTILUS ACIBADEM

6

6

6

6

6

6

6

6

6

6

6

6

6

6

6

6

6

6CARREFOUR

LC WAIKIKI

NIKE

YKM

C&A

AYAKKABI DUNYASI

KOTON

YESILKUNDURA

ADIDAS

TOMMY HILFIGER

MAC

TEPE HOME

MARKS & SPENCER

TOYIKI

ANTONI EXPRES

ATALAR

MOTHERCARE

CINEBONUS

In %

ZOOM NAUTILUS ACIBADEMZOOM NAUTILUS ACIBADEM

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 55

ZOOM NAUTILUS ACIBADEMZOOM NAUTILUS ACIBADEM

Qualities and Defects of NAUTILUS ACIBADEM

Qualities DefectsInterest

(% Qualities + % Defects)

Differential(% Qualities - %

Defects)

Choice in stores 48% 30% 78% 18%Proximity 33% 20% 53% 13%Leisures 30% 5% 35% 25%Restaurants 5% 25% 30% - 20%Quality of the stores 20% 5% 25% 15%Accessibility 13% 3% 15% 10%Sales, promotions 10% 0% 10% 10%Environment 10% 0% 10% 10%Not to many people 8% 3% 10% 5%Size of the center 5% 3% 8% 3%Department stores 8% 0% 8% 8%Reception 3% 3% 5% 0%Facility of parking 5% 0% 5% 5%Early opened 5% 0% 5% 5%Security 5% 0% 5% 5%Hyper / supermarket 3% 3% 5% 0%Services 3% 3% 5% 0%Level of prices 3% 0% 3% 3%Late closing 3% 0% 3% 3%Animations 3% 0% 3% 3%Others 3% 0% 3% 3%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 56

Segmentation of qualities and defects - NAUTILUS ACIBADEM

ZOOM NAUTILUS ACIBADEMZOOM NAUTILUS ACIBADEM

Animations

Schedule of closing

Level of price

ServicesHyper/ supermarket

Securityschedule

of opening

Facility of parking

Reception

Department stores

Size of the center

Kalabalık olmaması

Environment

Promotions

Accessibility

Quality of the stores

0%

2%

4%

6%

8%

10%

12%

14%

16%

2% 7% 12% 17% 22% 27%

Differential

Interest

Choice in stores

Proximity

Leisures

Restaurants

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

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 57

6th PART

WISHES

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 58

42

39

7

5

4

4

3

3

2

2

2

1

1

1

1

1

0,3

None

Cinema

Ready-made clothes

Sport (Fitness,…)

Music, bookshop

Pieces of furniture

Shoes, Bags

Multi-media & Electric household appliances

Sport (store)

Toys

Hygiene, beauty, care

Decoration of the house

Services

Gifts, jewels

Do-it-yourself

Fast-food and restaurants

Food

Sectors of activity missing

WISHESWISHES

In %

In which sectors of activity do you think stores are missing in this shopping mall …

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 59

18

8

5

2

2

2

2

2

2

1

1

1

1

1

1

1

1

1

1

41None

ZARA

LC WAIKIKI

MARKS & SPENCER

AYAKKABI DUNYASI

COLLEZIONE

D&R

VAKKO

INCI

BERSHKA

MEDIA MARKT

ADIL ISIK

SARAR

GOLD BILGISAYAR

YKM

DERIMOD

KEMAL TANCA

TOYIKI

HUZUR

HATEMOGLU

In %

If 2 stores was established in the shopping mall, which in priority would you wish?

Stores missing

- MAIN QUOTATIONS -

WISHESWISHES

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 60

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?

WISHESWISHES

94

81

77

66

60

50

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65 and over

In %

72%

28%

Yes

No

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 61

WISHESWISHESImpact of the establishment of a cinema per area

83

76

70

62

44

76

55

85

80

74

69

ICERENKOY

KOZYATAGI

BOSTANCI

GOZTEPE

FENERYOLU

MERDIVENKOY

BULGURLU

CAKMAK

YENICAMLICA

ZUMRUTEVLER

OUT OF AREA

In % of Yes

Average : 72%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 62

58

27

21

14

14

4

14Any quotation

Cinema

Bowling

Space for children

Iceskate

Sports hall

Other

In %

Which are your waitings in leisures for this Shopping mall?

Wishes in term of leisures

WISHESWISHES

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 63

24

13

6

3

3

3

2

2

2

2

2

2

31Any Quotation

ZARA

LC WAIKIKI

MARKS & SPENCER

SARAR

YKM

VAKKO

COLLEZIONE

ADIL ISIK

DEFACTO

BEYMEN

DIESEL

BERSHKA

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?

WISHESWISHES

- MEAN QUOTATIONS -

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 64

WISHESWISHES

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 %

11

9

7

7

6

3

2

2

1

1

1

1

1

1

1

48Any Quotation

AYAKKABI DUNYASI

INCI

YESILKUNDURA

KEMAL TANCA

FLO

NINE WEST

HOTIC

LOTTO

PUMA

CAT

BETA

DERIMOD

ADIDAS

POLARIS

TEKIN AYAKKABI

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 65

In %

WISHESWISHES

Stores desired in restoration

If two stores of restoration were to integrate this Center, which would you like to have in priority?

4

2

2

2

1

1

1

1

0,3

0,3

0,3

0,3

0,3

0,3

0,3

0,3

0,3

81Any Quotation

PIZZA HUT

KOFTECI RAMIZ

SAHAN REST.

HACIOGLU

DOMINOS

SULTANAHMET KOFTECISI

NIYAZI BEY

KOYUM

HOSTA

SARAY MUHALLEBICISI

MIDPOINT

MARMARIS BUFE

BEREKET EV YEMEKLERI

SUICCO

MEZZALUNA

ARBYIS

YUMMY

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 66

7th PARTIE

ANIMATIONS &COMMUNICATION

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 67

25

35

11

22

30

43

5

29

Very good

Medium

Insufficient

Very bad

2009Recall 2005

In %

Perception of animations

ANIMATIONSANIMATIONS

What do you think about animations of the center?

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 68

19

11

10

5

5

5

4

3

1

1

1

1

1

1

1

2

2

2

3

49Any quotation

Konser/ Canlı Muzık

Imza Gunler

Cocuk Parklrı

Kulturl Etkınlıklerı/ Sanatsal Etkınlıklerı

Tıyatro

Sergı

Hedıye Cekılıslerı

Eglence Merkezı

Sırk

Tanıtım

Sınema

Panel

Fuar

Bale-Dans

Anımasyon

Palyaco

Cartıng

Spor Etkınlıklerı

Defıle

In %

Wishes about animations

ANIMATIONSANIMATIONS

Which animations would you like to have in this center?

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Impact of the communication

COMMUNICATIONCOMMUNICATION

/ 100% of people surveyed

No51% (66%)

No51% (66%)

Yes49% (34%)

Yes49% (34%)

17

15

7

2

2

5

0,3

5

7

14

29

12

2

2

TV

Newspapers

Booklets

Prospectus

Radio

Posters

Other

2009Recall 2005

In %

Have ever seen, received or heard advertising about this shopping mall…

Have ever seen, received or heard advertising about this shopping mall…

Kind of advertising seen, received or heard

( ) : Recall 2005

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COMMUNICATIONCOMMUNICATIONImpact of the communication per area

47

55

48

52

33

55

48

47

49

42

51

ICERENKOY

KOZYATAGI

BOSTANCI

GOZTEPE

FENERYOLU

MERDIVENKOY

BULGURLU

CAKMAK

YENICAMLICA

ZUMRUTEVLER

OUT OF AREA

In % of Yes

Average : 49%

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 71

Reading of newspapers

COMMUNICATIONCOMMUNICATION

/ 100% of people surveyed

Do you read a newspaper ?

No3%

No3%

Yes97%

Yes97%

In %Which newspaper ?

2

2

3

5

11

12

29

46

18

9

6

Hurrıyet

Sabah

Mıllıyet

Posta

Cumhurıyet

Vatan

Zaman

Haberturk

Radıkal

Sozcu

Fanatık

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 72

Television channel the most seen

COMMUNICATIONCOMMUNICATION

Which television channel do you look at more?

24

23

21

13

5

5

4

3

3

3

3

45

12

45

8

16

45Kanal D

Show TV

ATV

Star

NTV

CNN Turk

CNBC-E

Haberturk

Kanal 7

TRT 1

Samanyolu

Fox

2009Recall 2005

In %

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SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 73

Radio station the most listened

COMMUNICATIONCOMMUNICATION

Which radio station do you listen at more?

66

55

4333

222222

111111111

49Any quotationPover FM

Best FMKral FMJ oy FMTRT FM

NTV RadıoAlem FM

Pover TurkRadyo Fenomen

Istanbul FMCNN TurkLıg Radyo

Radyo AlaturkaYon FM

Super FMCem RadyoShom Turk

Karadenız FMLokum FMMedya FM

Karma TurkNumber 1 FM

Haberturk

In %