Detaljhandeln i Jönköping : konkurrens inom och mellan städer
Abstract (Summary)Today the retail trade represent about one third of the total private consumption in Sweden. It is important for the region’s attraction and the inhabitant’s quality of life. The retail trade has during the last decades gone through greater changes than most other industries. This is greatly due to the development of external shopping malls, which today stands for one fourth of the commerce. By offering free parking spaces, a large range of stores and extensive opening hours, the external shopping malls attract a lot of customers both from within and from other cities. These factors together with a better road network and the increased access to cars have contributed to the success of shopping malls. 1987 the shopping mall A6 opened in Jönköping. The retailers in the city centre were now forced to compete for the customers with a shopping mall. The first years after the opening of A6, the city centre stores’ turnover dropped by 20 % and many store owners experienced A6 as a big threat. To meet the new threat, a large amount of money was used to rebuild and fresh up the city centre. Since then, A6 has attracted a lot of customers and the city centre has taken part of that increase as well. Today cities compete for the customers just like companies do. They have to market the things that are unique in the city in order to attract customers from other cities and municipalities. By an attractive city centre with a wide range of stores, culture and entertainment cities will become more competitive. The purpose of this essay is to examine the retailing situation in Jönköping. We want to see what the theories within the field say about the cooperation/competition between city centres and shopping malls and hear the opinions of the persons involved in the retailing trade in Jönköping. As the competition between cities has become greater, we also want to examine what Jönköping does and should do, in order to become a more attractive city for customers and inhabitants. To examine this we have chosen to use a quantitative method, in order to get a deeper understanding of the problem. We carried out a focus group interview to gather the empirical data. A focus group consists of a small number of people who meet once to discuss a subject that is chosen in advance. By an open discussion between the participants, opinions and answers to the questions are gathered. We chose to include participants in the focus group that represented A6, the city centre, the municipality and consumers in order to get opinions from all parts. Seen to our frame of reference and the results from the focus group interview, our conclusion is that A6 and the city centre complement each other. A6 attracts a lot of customers from other cities which also the city centre gains from, whereas A6 can utilise the strong brand name of Jönköping. Together they have the common goal of attracting as much customers as possible to the municipality. For Jönköping to become a more competitive market place, the complement thinking is a prerequisite. It is important for all in the city to cooperate and share common goals. An attractive and lively city centre would together with A6’s wide range of stores attract even more visitors and customers to the city.
School:Högskolan i Jönköping
Source Type:Master's Thesis
Date of Publication:02/02/2006