THE IMPORTANCE OF THE LOCATION OF THE SHOPPING MALL WHILE SELECTING COTHES AND SHOES STORES

Pojava trgovačkih centara donosi nove promjene koje se sve više uočavaju u kupovnim navikama potrošača. Potrošači zamjenjuju kupovinu u centru grada sa kupovinom u zatvorenim trgovačkim centrima. Razlog tome je taj što ih privlače ključni maloprodavači koji se nalaze u trgovačkim centrima. Trend pojave trgovačkih centara nakon Amerike širi se u Europu te u Hrvatsku, a primjetno je da također postoje različite strane i domaće definicije trgovačkih centara ovisno o zemljama u kojima nastaju i u kojima se nalaze trgovački centri. U ovom radu je prikazan razmještaj trgovačkih centara u Zagrebu prema četvrtima do 2015. godine te se prikazuje poduzeće H&M općenito i njihovo poslovanje u svijetu i u Hrvatskoj. Upravo je H&M ključni maloprodavač u trgovačkim centrima koji privlači najveći broj potrošača pa stoga ovaj rad analizira važnost lokacije trgovačkog centra pri odabiru H&M prodavaonice odjeće i obuće na području grada Zagreba i Zagrebačke županije te se primarnim istraživanjem analizira kako potrošači ocjenjuju H&M prodavaonice.The appearance of shopping centers brings a new change which are increasingly seen in consumer purchasing habits. Consumers are replacing shopping in the city center with the use of purchase of indoor shopping malls. The reason for this is that they are anchor tenant retailers which are located in shopping malls. The appearance of shopping malls is following the trend of US which is spreading to Europe, and in Croatia, and it is noticeable that there is also a different side and the definition of domestic shopping malls depending on the countries in which it arises and where there are shopping centers. This article presents the distribution of shopping malls in Zagreb according to districts up to 2015. and shows the company H&M in general and their business in the world and in Croatia. H&M is a crucial retailer in shopping malls which attracts the largest number of consumers and therefore this article analyzes the importance of the location of the shopping centers when choosing H&M stores for clothes and footwear in Zagreb and Zagreb County and the primary research analyzes how consumers evaluate the H&M stores