Applicability of the huff model in the estimation of market shares of supermarkets within the Tamale metropolis in Ghana

Abagna Azanlerigu James, Atiga Oswald
2015 African Journal of Business Management  
This paper estimated the market shares of four shopping centres/super markets within the Tamale metropolis in Ghana. It employed the Huff model: a probabilistic gravitational model adopted as alternative in the computation and estimation of probabilities and attractiveness as well as the distance in mileage covered by prospective customers to the shopping centres/super markets. The research revealed that 75% of the shopping centres did not have the capacity to compute their own market shares.
more » ... wn market shares. The computational analysis of four supermarkets under the study are as follows: Supermarket A: 33% market share, Supermarket B: 28% market share, Supermarket C 22% market share and Supermarket D: 17% market share. The paper emphasizes the need for managers of shopping centres/supermarkets to apply tested and proven scientific methods to compute their market shares.
doi:10.5897/ajbm2015.7851 fatcat:qdoxdi3xirbx5gymafxr3eg7eq