The measurement of a community's retail market

Deller, S.C.; McConnon, J.C. Jr; Holden, J.; Stone, K.

The measurement of a community's retail market

1991

Deller, S.C. | McConnon, J.C. Jr | Holden, J. | Stone, K.

Methods of assessing the market population serviced by a community's retail sector are described and empirically compared. The more popular method derived from Reilly's Law is used to compute market populations for fifty-seven Maine communities. The method of trade area analysis is also used to estimate market populations for the same communities. The results suggest that, on average, the two methods of determining market population are statistically equivalent. Reilly's method, however, computed larger market populations for smaller communities than did the trade area analysis method.

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