An empirical analysis on retail mix of consumers expectations in shopping malls with an application to Ankara province

Retail mix is the realization of marketing efforts, which aim satisfaction of final consumers' needs and desires, through sale of goods and services that are a tool of distribution. One retail establishment in which good and service sales occur is the shopping mall. Shopping centers, are centers that serve the consumers by containing various store and product types.Taking the increasing demand for shopping centers, this study researches how the efficient retail mix should be. In this context, first the concept of retail mix is explained in detail. This is followed by the definition of the shopping center, complemented with comments on the classification, characteristics and current status of shopping centers. As the last step, a survey has been conducted on consumers in order to asses their expectation regarding retail mix and the obtained data has been deciphered through statistical analysis. The study concludes with recommendations on how shopping centers can attain an efficient retail dealership blend.Keywords:1.Retailing,2.Retail Mix,3.Shopping Centers,4.Consumer Expectations.