Hanzade KUĞU BAŞ, Nuran Zeren GÜLERSOY

The Evaluation of Trade Area Models and Analysis Methods for Site Selection from International Quick Service Restaurants’ (QSR) Perspective

International quick service restaurants (QSRs) have become a standalonesector due to their significant market share throughout the worldinstead of being considered under the food and beverage sector. Thesuccess of QSR site selection is directly related to land use and marketpotential estimation. This relationship has a significant influence onurban texture, identity and cities' development processes, given the highnumber of QSRs in urban spaces. Diverging from the current retail sectordynamics, the QSR sector brings to the table different needs in terms oftrade area characteristics and spatial characteristics. In this respect, theaim of this research is to deliberate a methodological frameworkinvestigating site selection decisions of international QSRs and toestablish a conceptual framework for an applicable model. Accordingly,first, the relationship between trade area analysis and site selection ofinternational QSRs is examined. After that, trade area models of TheProximal Area Model, Reilly's Law of Retail Gravitation Model, CentralPlace Theory, Huff Model, Analog Model and Geographic Interdependence Model are discussed according to their competence ofQSRs’ site selection. Then they are analytically evaluated within theframework of today's economic, social and spatial developmentvariables. Finally, Regression Analysis Methods and GeographicalInformation Systems (GIS), which are encountered in literature and usedin practice are examined, and a new theoretical framework for a siteselection model integrating Regression Analysis Methods and GIS isproposed.

PDF

___

Anderson, C.H., and M. Kaminsky. (1985). The Outshopper Problem: A Group Approach for Small Retailers. Entrepreneurship Theory and Practice, 9(3): 34-45.
Anselin, L. (2003). Spatial externalities, spatial multipliers, and spatial econometrics. International Regional Science Review, 26, 153-166.
Applebaum, W. (1966). Methods For Determining Store Trade Areas, Market Penetration, and Potential Sales. Journal of Marketing Research, 3, 127-141.
Berman, B. ve Evans J. R. (1992). Retail Management: A Strategic Approach (5th Edition). Mc Millan Publishing Co: New York.
Berman, B. ve Evans J. R. (2001). Retail. Management A Strategic Approach (8th Edition). USA: Prentice Hall.
Bhutta, K.S., Huq, F., Frazier, G. ve Mohamed, Z. (2003) An integrated location, production, distribution and investment model for a multinational corporation. Int. J. Prod. Econ. 86, 201–216.
Black, J.L., Carpiano, R.M., Fleming, S., Lauster, N. (2011). Exploring the distribution of food stores in British Columbia: Associations with neighbourhood sociodemographic factors and urban form. Health Place, 17, 961–970.
Brunsdon, D.; Fotheringham, A., S.; Charlton, M., E. (1996). Geographically Weighted Regression: A Method for Exploring Spatial Nonstationarity. Geographical Analysis, 28(4), 281–298.
Christaller, W. (1933). Die Zentralen Orte in Suddeutschland Jena (Translator : Baskın, C., 1966. The Central Places of Southern Germany Prentice Hall)
Clarkson, R.M., Clarke-Hill, C.M., Robinson T. (1996). UK supermarket location assessment. International Journal of Retail and Distribution Management, 24, 22–33.
Converse, P. D. (1949). “New laws of retail gravitation”, Journal of Marketing, 14, 379–384.
Craig, C. S., Ghosh, A. ve McLafferty, S. (1984). Models of the Retail Location Process: A Review. Journal of Retailing, 60-1, 5- 36.
Cottrell, J. (1973). An environmental model of performance measurement in a chain of supermarkets. Journal of Retailing, 49, 51-63.
Cummins, S.C., McKay, L., MacIntyre, S. (2005). Mcdonald’s restaurants and neighborhood deprivation in Scotland and England. Am. J. Prev. Med. 29, 308–310.
Dennis, C., Marsland, D. ve Cockett, T. (2002). Central Place Practice: Shopping Center Attractiveness Measures, Hinterland Boundaries and the UK Retail Hierarchy. Journal of Retailing and Consumer Services, 9:185–199.
Dökmeci, V. (2005). Ticaret Tesisleri Yerseçimi Modeli. Planlamada Sayısal Yöntemler, 103-108, İTÜ, İstanbul.
Dunne, P. ve Lusch, R. F. (1999). Retailing. Orlando: Dryden Press. Eckert, J., Shetty, S. (2011). Food systems, planning and quantifying access: Using GIS to plan for food retail. Appl. Geogr. 31, 1216–1223.
Eppli, M.J. ve Benjamin J.D. (1994). The Evolution of Shopping Center Research: A Review and Analysis. The Journal of Real Estate Research. 9:1, 5-32.
Fotheringham, S., Brunsdon, C., & Charlton, M. (2002). Geographically Weighted Regression: The Analysis of Spatially Varying Relationships. Chichester: Wiley.
Gautschi, D.A. (1981). Specification of Patronage Models for Retail Center Choice. Journal of Marketing Research, 18:2, 162- 174.
Ghosh, A. ve McLafferty, S. L. (1987). Location strategies for retail and service firms. Lexington Books. 978- 0669120325, Lexington.
Ghosh, A. (1994). Retail Management. Orlando, FL: The Dryden Press.
Giddens, A. (2009). Sociology (6th Edition) Polity Press.
Hasty, R. ve Reardon, J. (1997). Retail Management, New York: McGraw Hill.
Huff, D. L. (1964). Defining and estimating a trading area. Journal of Marketing, 28, 34–38.
Ingene, C. A. ve Lusch, R. (1980). Market Selection Decisions or Department Stores. Journal of Retailing, 56: Fall, 21-40.
Jacobs, M., & Scholliers, P. (2003). Eating out in Europe: Picnics, gourmet dining, and snacks since the late eighteenth century. Oxford: BERG.
Jones, K.G. ve Mock, D.R. (1984). Evaluating Retail Trading Performances. In R.L. Davies, and D.S. Rogers (Eds.), Store Location and Store Assessment Research (333-360). Wiley, New York, NY.
Jones, K. ve Simmons, J. (1987). Location, location, location. Toronto: Methuen.
Koschatzky, K. (2012). Cluster quo vadis? The Future of The Cluster, Karlsruhe: Fraunhofer Institute for Systems and Innovation Research ISI.
Kuo, R.J., Chi, S.C. & Kao, S.S. (2002). A decision support system for selecting convenience store location through the integration of fuzzy AHP and artificial neural network. Computers in Industry, 47, 199-214.
Larson, N.I., Story, M.T., Nelson, M.C. (2009). Neighborhood environments: Disparities in access to healthy foods in the US. Am. J. Prev. Med. 36, 74–81.
Levy, M. ve Weitz, B. A. (1998). Retailing Management (3rd Edition). N.Y: Chicago: McGraw-Hills/Irwin
Levy, M. ve Weitz, B. A. (2009). Retailing Management (7th Edition). N.Y: The McGraw-Hills/Irwin.
Lösch, A. (1939). The Economics of Location, Translator : W. H. Woglom. New Haven: Yale University Press, 1954.
McGoldrick, P. (2002). Retail Marketing (2nd Edition), UK: McGraw-Hill
Morland, K., Wing, S., Roux, A.D., Poole, C. (2002). Neighborhood characteristics associated with the location of food stores and food service places. Am. J. Prev. Med. 22, 23–29.
Mulligan, G. F., Partridge, M. D. ve Carruthers, J. I. (2012). Central place theory and its reemergence in regional science. Annals of Regional Science, 48:405-431.
Mushinski, D. ve S. Weiler. (2002). A Note on the Geographic Interdependencies of Retail Market Areas. Journal of Regional Science, 42(1): 75-86.
Nieh, F.P., Pong, C.Y. (2012). Key success factors in catering industry management. Actual Probl. Econ. 130, 423–430.
Ozuduru, B. (2006). An empirical analysis of shopping center locations in Ohio. Internet: https://etd.ohiolink.edu/. Date Accessed: 5.11.2015.
Patel, A., Fik, T. ve Thrall, G.I. (2007). Trade Area Definition and Calculation, American Real Estate Society National Meeting, San Francisco, USA.
Park, C. (2004). Efficient or Enjoyable? Consumer Values of Eating Out and Fast Food Restaurant Consumption in Korea. International Journal of Hospitality Management, 23, 87- 94.
Powell, L.M., Chaloupka, F.J., Bao, Y. (2007). The availability of fastfood and full-service restaurants in the United States: Associations with neighborhood characteristics. Am. J. Prev. Med. 33, 240–S245.
Sarıışık, M., Çavuş, Ş. ve Karamustafa K. (2010). Profesyonel Restoran Yönetimi İlkeler, Uygulamalar ve Örnek Olaylar. Ankara: Detay Press.
Thiessen, A. H. ve Alter, J. C. (1911). Climatological data for July, 1911: District No. 10, Great Basin, Mon. Weather Rev., July, 1082 – 1089.
Thomadsen, R. (2007). Product positioning and competition: The role of location in the fast food industry. Mark. Sci., 26, 792–804.
Türksoy, A. (2002). Yiyecek-İçecek Hizmetleri Yönetimi, Genişletilmiş (2nd Edition). Ankara: Turhan Press.
Walker, R.E., Block, J., Kawachi, I. (2014). The spatial accessibility of fast food restaurants and convenience stores in relation to neighborhood schools. Appl. Spat. Anal. Policy, 7, 169– 182.
Wang, F. ve Zhou, Y. (1999). Modelling Urban Population Densities in Beijing. Urban Studies, 36, 2, 271-287.
Wee, C.H. ve M. R. Pearce. (1985). Patronage Behaviour Toward Shopping Areas: A Proposed Model Based on Huff’s Model of Retail Gravitation. Advances in Consumer Research, 12:1, 592-597.
Wheeler, J. O., Muller, P. O., Thrall, G. I., & Fik, T. J. (1998). Economic Geography, New York: Wiley & Sons.
Zhang, M., Wu, W., Yao, L., Bai, Y., Xiong, G. (2014). Transnational practices in urban China: Spatiality and localization of western fast food chains. Habitat Int. 43, 22–31.