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Consumer in the Mall: Between Freedom of Choice and Strategies of Restrictions of Consumer Behavior

русская версия

Опубликовано на портале: 27-04-2010
Тематический раздел:
This article investigates malls as the most popular institution of retail market in contemporary Russia. Mall uses several kinds of strategies in order to regulate consumer behavior with an aim to get profit. Among them are architecture and shopping space design, salesperson activity, etc. At the same time, consumer does not follow the strategies of the mall passively. S/he has an experience of shopping that allows him or her to be an active agent in the shopping space. S/he also has a unique selfimage that helps him or her not to get lost in commodity abundance. The strategies of the malls and consumer behavior are in the focus of this empirical research.
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