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- Title
Spatial Measurement of Retail Store Demand.
- Authors
Mackay, David B.
- Abstract
Trading area and market penetration maps are used extensively in retail chares for the evaluation of existing and potential retail locations Mapping procedures are many and vaned, but most depend upon rather a sample of consumers [1] or a measurement of store characteristics [8] for their input Procedures based upon the sampling of consumers are more direct, but their application has not proceeded far beyond the subjective blending of descriptive statistics and managerial intuition. Development of models based upon store characteristics is more advanced, but their empirical reliability is questionable.[2] Finally, there is the problem of statistical evaluation A visual analysis of the market penetration and trading area maps by management is still the best determinant of the success of the procedure. It is possible to have very different maps which have the same degree of statistical success by simply changing the trend surface model. The quadratic polynomial used here seems to work the best for single store locations Going to higher order polynomials usually results in only minor changes Evaluating multiple stores is more complex With multiple stores there are a number of viable models to choose from Outcomes of different models can be substantial. Results of the one store model so far are promising, but more is needed m both methodological development and empirical application before the proposed techniques can be extended to more complex situations.
- Subjects
MARKET penetration; ECONOMIC demand; TREND surface analysis; SPATIAL analysis (Statistics); MATHEMATICAL models of consumption; MARKETING strategy; POPULATION density; MARKET share; MARKET potential; STATISTICAL sampling; ECONOMICS
- Publication
Journal of Marketing Research (JMR), 1973, Vol 10, Issue 4, p447
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3149395