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Geomarketing models in supermarket location strategies

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Geomarketing models in supermarket location strategies

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dc.contributor.author Baviera Puig, Maria Amparo es_ES
dc.contributor.author Buitrago Vera, Juan Manuel es_ES
dc.contributor.author Escribá Pérez, Carmen es_ES
dc.date.accessioned 2017-02-28T15:08:26Z
dc.date.available 2017-02-28T15:08:26Z
dc.date.issued 2016
dc.identifier.issn 1611-1699
dc.identifier.uri http://hdl.handle.net/10251/78375
dc.description.abstract [EN] Choosing where to open a new outlet is a critical decision for retail firms. Building on the multiplicative competitive interaction model from retail location theory, this paper develops a geomarketing model that can be used to devise supermarket location strategies. First, attributes that explain a supermarket s pull on consumers were determined. These attributes included objective (taken from databases and empirical observation) and subjective (based on managerial judgements) variables relating to the supermarket and its trade area. Then, geographic information system tools were used to analyse real data at a highly detailed level (road section). From a geomarketing viewpoint, the model shows that sociodemographic characteristics of the supermarket s trade area affect firms location strategies. The paper also discusses improvements for calibrating and validating this model. Adding the spatial organization of supermarkets to the model yields a different consumer behaviour pattern. This geomarketing model can help managers to design supermarket location strategies according to shop features, competitors and environment, whilst estimating supermarket sales. es_ES
dc.description.sponsorship The authors would like to thank the Consum-Universitat Politècnica de València Chair (Cátedra) for collaborating in this study.
dc.language Inglés es_ES
dc.publisher Taylor & Francis: SSH Journals es_ES
dc.relation.ispartof Journal of Business Economics and Management es_ES
dc.rights Reserva de todos los derechos es_ES
dc.subject Geomarketing es_ES
dc.subject Retail location theory es_ES
dc.subject Geographic information systems (GIS) es_ES
dc.subject Multiplicative competitive interaction model (MCI) es_ES
dc.subject Business planning es_ES
dc.subject Trade area es_ES
dc.subject Neural networks es_ES
dc.subject Spatial organization. es_ES
dc.subject.classification ECONOMIA, SOCIOLOGIA Y POLITICA AGRARIA es_ES
dc.subject.classification COMERCIALIZACION E INVESTIGACION DE MERCADOS es_ES
dc.title Geomarketing models in supermarket location strategies es_ES
dc.type Artículo es_ES
dc.identifier.doi 10.3846/16111699.2015.1113198
dc.rights.accessRights Abierto es_ES
dc.contributor.affiliation Universitat Politècnica de València. Facultad de Administración y Dirección de Empresas - Facultat d'Administració i Direcció d'Empreses es_ES
dc.contributor.affiliation Universitat Politècnica de València. Escuela Técnica Superior de Ingeniería Agronómica y del Medio Natural - Escola Tècnica Superior d'Enginyeria Agronòmica i del Medi Natural es_ES
dc.description.bibliographicCitation Baviera Puig, MA.; Buitrago Vera, JM.; Escribá Pérez, C. (2016). Geomarketing models in supermarket location strategies. Journal of Business Economics and Management. 17(6):1205-1221. doi:10.3846/16111699.2015.1113198 es_ES
dc.description.accrualMethod S es_ES
dc.relation.publisherversion http://dx.doi.org/10.3846/16111699.2015.1113198 es_ES
dc.description.upvformatpinicio 1205 es_ES
dc.description.upvformatpfin 1221 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 17 es_ES
dc.description.issue 6 es_ES
dc.relation.senia 322747 es_ES
dc.identifier.eissn 2029-4433
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