Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE credits
This paper reports on a study of parking pricing in a shopping centre, Täby
Centrum. Customers play a critical role in a shopping centre, and not least for
the centre’s turnover.
This study seeks to determine the optimal parking fee given to customers of
Täby Centrum, without dramatically changing the behaviour of the customers.
A study was done, involving 104 parking customers, where questions were asked
in order to gain an understanding of their behaviour.
Findings show that most customers stay for an hour at most, and usually shops
in the beginning of their visit.
The study shows that implementing a fee system with 10SEK per 20 minutes
is the best option for Täby Centrum, after offering a 2hours free parking (+1
free parking with loyalty card).