GEOG 307 Chapter Notes - Chapter geodemographics: Geodemographic Segmentation, Demand Curve
8 Feb 2020
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Reading 3: the role of geodemographic segmentation in retail location strategy. Location is a transcendental decision to ensure the viability of retail stores. Affinity between the needs of the target market and product positioning is crucial to success. Viability of a retail store depends to a great extent on its capability to satisfy the expectations of the consumers. Distinguishing geographic segments with different shopping needs and habits within the market area. Geodemographic segmentation captures spatial heterogeneity of the market. Retail location decisions can be managed at different levels of geographic aggregation region choice, metropolitan area, intra-urban area, specific site etc. Data size of stores reliability of geographic area that is presumably smaller tan the: reliability of characterization increases as the size of the market area diminishes. Size of chains interest in identifying possible relationships between retail chains and the geodemographic profile of their market areas requires that the analysis should focus on those chains with a high number of supermarkets.
