Hyrespåverkan i köpcentrum

Sammanfattning: Background and problem: The phenomenon shopping center was created to meet all the consumers´ demands under the same roof. Shopping centers have developed over time and currently include different experiences for the consumers. Consumers spend a limited time in the shopping centers and therefore it is important to have a functional tenant mix. An important aspect is to create a steady flow of consumers. This can be achieved by having attractive tenants throughout the shopping center.   Purpose and question formulation: This study will be examining whether the placement of a tenant affect the individual tenant´s rent. The purpose is divided in to two questions: How do anchor stores affect the rent for the rest of the tenants? How does the actual placement in the shopping center affect the tenants rent and what are the effects on the rent?   Method: This study has a qualitative approach. The data has been collected from four interviews. When we chose the shopping centers we had a demarcation, the shopping centers were required to have at least 30 tenants to be comparable.   Conclusion: This study shows that the actual placement of the tenants affects the rents indirectly. The two most important aspects to affect the rent is the flow of consumers and the tenants individual needs.