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Butiker och dess placering i köpcentrum
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Stores and it´s location in shopping centers (English)
Abstract [sv]

Ett flertal butiker i köpcentrum har ersatt butiker i stadskärnan. Detta är ett led i utvecklingen av köpcentrum som pågått sedan 1920-talet. Fördelen med köpcentrum är den höga koncentrationen av butiker på en och samma plats. Ett köpcentrums främsta konkurrensmedel är förmågan att kunna åstadkomma en bra butiksmix och finna den optimala placeringen för varje enskild butik. Syftet med uppsatsen var att undersöka om butiksmixen i köpcentrum och placeringen av butiker överensstämmer med den teoretiska referensramen. I teorin förklaras begrepp som ankarbutiker, icke-ankarbutiker, köpcentrumets centrum samt kluster av butiker. För att besvara syftet har en kvalitativ metod används genom observationer av sex köpcentrum. I empirin presenteras utfallen av observationerna där vi redogör för placeringen av butikerna, köpcentrumets centrum och hur klusterprinciperna hanteras. Med hjälp av orienteringskartor visas strukturen av varje köpcentrum. Sedan följer en analys där det empiriska materialet sammankopplas och diskuteras utifrån den teoretiska referensramen. I slutsatsen konstateras att köpcentrumens strategi kring butiksmix och butiksplacering i stor utsträckning överensstämmer med teorin. 

Abstract [en]

A number of stores in shopping centers have replaced the stores in the city. This is a portion of the development of shopping centers that has been going on since the 1920s. The advantage of shopping center is the high concentration of stores in one place. A shopping centers main competitive advantage is the ability to achieve a good mix of stores and finding the optimal location for each individual store. The aim of this essay was to investigate whether the mix of stores in shopping centers and the location of each store are consistent with the theoretical framework. The theoretical framework explains the definition of anchor stores, non-anchor stores, the mall's center and the meaning of cluster. A qualitative method was used to answer the purpose and was accomplished by observations of six shopping centers. The empirical chapter shows the outcomes from the observations. The stores location, the mall's center and the cluster principles are also described in this section. With the help of orientation maps the structure of each shopping center is presented. In the analysis the empirical material is discussed based on the theoretical framework. The conclusion states that the strategy of the mix of stores and store location in shopping centers to a large extent is consistent with the theory.

Place, publisher, year, edition, pages
2015. , p. 68
Keywords [sv]
köpcentrum, butiksplacering, butiksmix
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-37031OAI: oai:DiVA.org:kau-37031DiVA, id: diva2:839132
Subject / course
Business Administration
Educational program
Real Estate Management, 180 hp
Supervisors
Available from: 2019-02-05 Created: 2015-07-01 Last updated: 2019-02-05Bibliographically approved

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CiteExportLink to record
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Citation style
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