PRESS RELEASE - Jul 07
LEEDS STUDENTS INPUT ON FUTURE OF DEVELOPMENT
STUDENTS from Leeds Business School, part of Leeds Metropolitan University, have completed detailed research into consumer behaviour and retail marketing that will now be used to help shape Leeds’ new 100,000 m2, retail-led Eastgate Quarters development, a joint venture between Hammerson plc and Town Centre Securities plc, known as The Leeds Partnership.
The Leeds Partnership is working closely with the university as part of a sponsorship arrangement with students studying MSc Marketing, MA International Business and BA Business Studies. Approximately 60 students were involved in this latest project and looked at varying aspects of retail marketing, consumer trends and buyer behaviour by interviewing a wide range of consumers from different demographics in Leeds.
The research studied shopper behaviour, what extra facilities shoppers are looking for and how different shop designs can influence the atmosphere and overall retail experience. Consumer habits were also researched including how much time shoppers spend choosing goods and how often they make impulse purchases.
The students were then invited to present their findings to Rob Hancox, Assistant Director at Hammerson plc. All students received letters of commendation, and those that produced the best research were awarded cash prizes.
Hancox explained: "We are delighted to be working with Leeds Business School. The results from the students’ research have proved very interesting and will now be considered as we move forward with Eastgate Quarters. It was obvious that everyone involved with this research worked extremely hard and the students should be proud of the results they have achieved.
"Many of these students have the potential to establish successful careers in the retail sector. They could soon be helping us to shape the future of the industry as we create one of the largest schemes of its kind in the UK – a scheme that will place Leeds firmly on the European retail stage. It is therefore fantastic to start working with these talented people now."
John Temperley, senior lecturer at Leeds Business School, added: "This project involved students studying retail and consumer behaviour modules at both undergraduate and postgraduate levels. The key feature was that it allowed students to combine academic and employability skills, meaning they were able to apply theoretical knowledge to an exciting new development. That they were able to deliver their market research with such a high level of professionalism is a credit to them."
Eastgate Quarters will be anchored by a 24,150 m2 John Lewis store and will include over 100 retail units, office accommodation, restaurants and bars, a hotel, up to 600 new homes and 2,700 associated car parking spaces. It is anticipated that construction of Eastgate Quarters will begin in 2009, with completion in 2012.