The visitors of “Sāga” are primarily practical-minded residents of Riga and its surrounding areas who value a wide product selection, convenient access, and the ability to meet various everyday needs in one place— from home furnishing to sports, children’s, and pet products.

They choose “Sāga” for its functional environment, diverse service offerings, fitness club, dining area, and popular brand stores —combining quality, accessibility, and the opportunity to spend time with family. Visitors also appreciate up-to-date digital information, spacious parking, and green areas, making shopping not only efficient but also enjoyable.

Demographics:

• Age group: 25–60;
• Gender: Balanced distribution;
• Residence: Riga (Dreiliņi, Jugla, Mežciems) and surrounding areas (Garkalne, Stopiņi, Ulbroka);
• Income level: Medium to high;
• Family status: Families with children, couples, homeowners;

‍Professional status & Lifestyle:

• Occupation: Office workers, entrepreneurs, public sector employees, creatives;
• Life stage: Stable lifestyle focused on home improvement, active leisure, and family needs;
• Mobility: Visit by car, value convenient access and spacious parking;

Shopping habits:

• Purchase type: Practical and purposeful - furniture, sports goods, children's goods, household goods;
• Shopping frequency: Once a week, often on weekends
• Budget: Focused on quality and functionality, but appreciates promotions;
• Additional activities: Visit the gym, cafes, children's areas, participate in events;

Interests and motivation:

• Home improvement: Seek practical and aesthetic solutions;
• Family needs: Children's goods, pet care, meals; ‍
• Active lifestyle: Sport, health, leisure;
• Digital behaviour: Actively follow brands on social networks, use loyalty programmes and promotional offers

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