| Mylly research project is a crossdisciplinary project which was started in the Department of Marketing at Turku School of Economics in 2001. The main purpose of the Mylly research project is to study the changes in consumer behavior in a situation in which the extent, number and location of retail supply change dramatically within a short period of time. The opening of the shopping center Mylly in November 2001 was assumed to trigger substantial changes in consumer behavior. A similar situation was found in the Turku area in the beginning of the 1990's when the edge-of-town retail park Länsikeskus expanded. Mylly - like Länsikeskus before - represents a retail concept previously not found in the Turku area. Parallel to the opening of Mylly a pedestrian street was built in the downtown of Turku. Therefore, quantitative, qualitative and locational changes in retail supply have occured. |
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The research topics of Mylly research project are:
Changes in shopping behaviour (shopping habits, frequencies, destinations etc.)
Store choice criteria of the consumers
Modes of transportation
Mental maps
Consumer segmentation (consumer typologies & choice orientation)
The role of a local store
The role of e-commerce/mail order now and in the near future
The project is run by professors Heli Marjanen, Timo Toivonen and Jorma Taina.