CHAPTER 11: USERS' PERCEPTION AND REPRESENTATIVE IMAGE OF THE 'NAVIGLI' AREA IN MILAN.

The article presents Chapter 11 of the book "Research in Urban Sociology," Volume 11, edited by Camilla Perrone, Gabriele Manella and Lorenzo Tripodi. It examines the perception and satisfaction of product users using the data gathered from an empirical survey in Navigli area of Milan, Italy and evaluates the basis of product consumption. It highlights how immaterial characteristics affect the consumption of a place. Furthermore, it provides a case study to investigate the capacity, market potential and competition in Navigli area.