Perfiles de consumidores sin experiencia de compra en un centro comercial basados en factores de atracción: caso Cusco

The study’s goal is to determine the importance of attractiveness factors on the first shopping center in Cusco, established in 2014, and create new segments from those buyers. The research was set up in two stages. As a result of the exploration stage, the attributes concerning goods and services that adjusted to the Cusco situation were determined. In the second stage, a survey was targeted to youth people, the most important segment in Cusco. The most attractive factors were Basic Services and Quality related to the most elemental features in a shopping center. Moreover, two consumer segments were found. The first one, named as the Optimistics, who positively evaluated the mall although they used few of its services. The second group, the Pessimists, who negatively ranked the mall.