Shopping Mall Research Paper

Abstract
This paper aims to analyze a recent phenomenon that appeared on Bulgarian retail market- shopping malls. It is called phenomenon due to the fact that in less than seven years shopping malls managed to change drastically not only the character of the retail market, but also people`s habits and city environment in Sofia and in most of the largest Bulgarian towns. Moreover, the construction and launching of malls continued in conditions of World Economic crisis (2008) in the poorest member country of the European Union. The topic for the benefits and possible harms of this phenomenon recently brings the attention of Bulgarian society, but still there is no a published scientific research on the matter. A group of factors are presented

Most popular apparel and sport brands are already present on Bulgarian market, and investors rely on this new approach to attract customers. The slogan of Paradise Mall states that it is the first lifestyle mall in Bulgaria. The concept of the Mall is “synergy between trade and entertainment. The effect of the interior solutions is exalted by motifs creating the sense of outdoor high streets and park environment” (Paradise Center, 2013). Consumer needs are satisfied by reproduction of natural phenomenon – waterfalls, gardens within a modern building in the heart of a busy city. A survey shows that „over a fifth of adult Bulgarians living in big cities visit shopping malls once a month - whether for shopping, going to restaurants, movies or just for a promenade“ (Klassa, 2012). The percent of regular visitors in the shopping centers among young people and teenagers is markedly higher. Serious social outrage was provoked in January 2014, when the majority of teenage- students in Varna, officially released from school, due to a threat of flu contamination, have been found strolling around in Varna`s malls. Obviously the influence of mall culture over the young people is much stronger in comparison with the generations of their parents and grandparents. Constant desire formed through this culture in youngsters to possess variable gadgets and spend most of their free time with their fellows in shopping centers, perfectly cultivates consumerism. Social attitude towards malls can be characterizes as controversial. An opinion of a famous Bulgarian pop singer Mariana Popova sounds a little bit extreme ”Malls should be blasted, because they rely on the matrix principle! I don`t like these huge buildings that zombie people. I am feeling like a dog in a drawer [there]” (Blitz, 2013). It is interesting to be mentioned what was Victor Greun`s opinion on shopping malls, and the fact that he wrote these words in the eighties “I am often called the