CONSUMER BEHAVIOR IN SHOPPING MALLS IN CENTRAL AND EASTERN EUROPE

This study explores consumer behavior in a Central-Eastern European shopping mall through qualitative research involving focus groups with young visitors (ages 16–30). Findings reveal that malls serve not only as retail spaces but also as social and leisure hubs. Consumers value convenience, store variety, atmosphere, engaging events, and digital interactions. Key themes include the combination of utilitarian and hedonic shopping motivations, the significance of experiential offerings, the community-building impact of mall events, and social media influence. Practical implications suggest mall managers should focus on enhancing experiential elements, integrating digital engagement, and promoting sustainability. The study concludes with managerial recommendations, research limitations, and suggestions for future studies.