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GEOMARKETING MODELS IN SUPERMARKET LOCATION STRATEGIES
Journal of Business Economics and Management
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) variablesdoi:10.3846/16111699.2015.1113198 fatcat:2b2vbvz725dbdeuosmcmeiboxu