Focus on the consumer: Lange Voort, Oegstgeest
The Lange Voort shopping centre is located in Oegstgeest, a fairly small municipality in the densely populated west of the Netherlands, between The Hague and Haarlem. The catchment area roughly corresponds with the municipal boundaries of Oegstgeest and houses a population of approximately 28,000, living in just under 10,000 households. Around 20% of the visitors to the shopping centre come from outside the primary catchment area.
Compared with the rest of the Netherlands, households in the catchment area relatively often consist of fairly large families of four or more persons. There are relatively few singles or couples in the catchment area, although in absolute terms these do form the majority. Compared with the rest of the Netherlands there are also more schoolgoing children, and also a fairly high proportion of elderdly people. There are relatively few young people (18-25 years) and people in their 30s in the catchment area.
The residents of the catchment area are relatively well-educated and generally have good jobs. The unemployment rate is virtually nil. The households are very prosperous in relative terms; more than half of them have an income that is twice the modal income or more.
Source: Annual Report 2008, Chapter Review of operations, page 66 (PDF, 2,1 MB)
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