MRKT 452: Consumer Behaviour

Here are the shopping centres listed in your Mall Assignment description:

• Eaton Centre
• Place Ville Marie
• Fairview Pointe Claire
• Complexe Desjardins
• Alexis Nihon
• Rockland Centre
• Place Montreal Trust
• Carrefour Angrignon
• Carrefour Laval
• Quartier Dix30 Brossard

When collecting background information about malls and the retail industry, there are many different sources you can use. 

Things to know about Industry Research:

• A specific report may or may not exist on your particular industry
• Sometimes you have to consult multiple sources and create your own report
• You may have to broaden your search scope (for example: from shopping malls to retail) in the event your specific industry does not have a report in one of our databases
• The library cannot purchase an individual report for you that you have found on the internet. 
• Don't forget to ask for help!

Search Tips:

Below are a few keywords you can use in the industry databases to get you started

• retail in Canada
• Shopping centers in Canada
• Montréal Shopping Mall

Newspaper and Journal Articles

Industry Research

Consumer Research

Go a bit further and explore the reports on the local retail industry via the local retail associations.

• Retail Council of Canada
  • Canadian Shopping Centre Study 2019
• Détail Québec
• Conseil québécois du commerce de détail 
• Portrait sectoriel du Québec 2015-2017 : Commerce de détail 
• Tendances de l'industrie du commerce de détail 
• Deloitte's Global Power of Retailing 2018 Report

You can use the Simply Analytics database to create a demographic profile for your mall's consumers. When launching SimplyAnalytics, you can create an account with your McGill email in order to save your work as you go.

In Simply Analytics:

• Set your New Project location to the Montreal Census Metro Area
• You can pre-select automated seed-variables or change these at a later stage
• To view the map on a more granular scale, change to "Forward Sortation Area", this will change the density of the map based on postal code regions.
• In the Data tab on the left-hand menu you can adjust the seed-variables to customize your map. Seed-variables allow you to look at population density based on various factors like age, gender, language, income, education, etc.
• In the Business tab on the left-hand menu you can add browse industry classification codes for retail to find a list of businesses in your selected area.
• All maps can be exported an image files.

Useful Codes for searching in SimplyAnalytics:

• SIC : 65120201 - Shopping center, property operation only
• NAICS: 531120 - Lessors of Nonresidential Buildings (except Miniwarehouses)