The research helped retailers to find out where selling watches is most profitable

Russians have positive opinion about trade and entertainment centers and actively make purchases in malls.
Russian research holding Romir held a poll and found out what Russians think about trade centers, how often they go there, which goods they prefer to buy and what kinds of entertainment to visit in such centers. One hundred of Russians older than 18 took part in the poll.

It is possible that the research will provide answers to some questions, which are acute for many watch retailers, thinking over the problem of store placement.

According to the poll, every third Russian (31%) has never been to any trade and entertainment center, every fifth goes there once in about six months or almost never goes there (21%).

Shopaholics, who cannot imagine their life without going to trade centers several times a week, are 5% of the population of Russia. Another 11% go to trade centers once a month or once in two or three months. 8% of the participants of the poll go there almost every week.

Those who live in million-strong cities visit trade and entertainment centers more often: only 20% of them have never been there, 14%  go there three or four times a month and 16 %  - once a month or once in two or three months.

Young people (from 18 to 24 years) visit trade and entertainment centers more often than older people: 13% of this age respondents go to such centers several times a week, every fifth – three or four times a months (19%) or once a month (20%). Every tenth representative of young people has never been to any trade and entertainment centers.

It is obviously expected that older people (who are over 60) visit such centers very seldom: 58% of them have never been to trade and entertainment centers. 3% of those over 60 go to such centers every six months, another 3% - once a month, 1% go there several times a week or three or four times a month.

People with high income visit such centers more actively: 9% visit them several times a week, 18% - three or four times a month, 17% - once a month and 16% - once in two or three months. 13% of high-income respondents have never been to such centers.

Every fifth participant of the poll spends 500-2000 rubles every time he or she visits a trade and entertainment center (22%  spends 501-1000 rubles and 21% spends 1001-2000 rubles). 16% of respondents are ready to spend 2000-3000 rubles, 12% - 3000-5000 rubles, 1% of respondents spend 15000-20000, while every tenth spends not more than 500 rubles (11%).

The factor, which is most important for respondents of all categories when choosing a trade and entertainment center, is how close it is to their home or work. It is true for 48% of respondents in general and for 60% of respondents living in Moscow downtown.

 41% of respondents are interested in shops, selling goods they are interested in. At the same time this very factor is of the least importance (19% of respondents) for those from Siberian Federal District. Every third participant of the poll (32%) claim that from earlier visits to the same trade center depends the choice to go there again or not. Opinion of friends and relatives is important for 29% of respondents. For every fifth respondent it is important how popular a trade and entertainment center is (21%). The least important factor for respondents is how close it is to metro stations  - 5% (among those who live in cities having metro).

People living in big cities ( where population is over one million people) more than others note the importance of such places in a trade center as cafes, restaurants (28%), entertainment zones (26%), parking (20%) and movie theatres (20%). They are also more concerned about free transport going to the center (13%) and how close it is to any metro station (13%).