The Role Of Geodemographic Segmentation In Retail Location Strategy

scar Gonzlez-Benito and Javier Gonzlez-Benito
Universidad de Salamanca

Introduction

Location is a transcendental decision to ensure the viability of retail stores. Not for nothing is it usual to claim three key success factors in retail management: location, location and location (Jones & Simmons 1987). The retail site determines the market area that is to say determines the set of consumers willing to travel to the store for shopping. The quantity of consumers that make up this market area, as well as their affinity with the store in terms of shopping needs and habits, are key questions to reach a profitable sales level.