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Trade Area Evaluation

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Submitted By itsmanojsharma
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Pages 9
THE TRADING AREA EVALUATION PROCESS

The fundamental problem of any trading area evaluation is to answer twovery significant questions namely, (1) What is the total amount of business atrading area can generate now and in the future? and (2) What share of the total business can a retailer in a given location expect to attract? In fact, there is 'nostandardised trading area evaluation process. However, most of the evaluation procedures use the concepts of "trading area adequacy" and the "trading area potential" to predict the total trading area business and the share of business a particular retailer can expect.

Trading-area Adequacy

Trading area adequacy is the ability of a trading area to support proposed andthe existing retail operations. The support capability may be viewed in a GROSSas well as NET form. Here Gross adequacy is the ability of a trading area tosupport a retail operation without any consideration of retail competition. That is,the gross adequacy measures the total amount of business available to all thecompeting retailers within a defined trading area contrary to this, "net adequacy"is the ability of a trading area to provide support for a retailer after competitionhas been taken into account.

Trading-area Potential

Coming to trading area potential, it is something, which is predicted ability of a trading area to provide acceptable support levels for a retailer in future.

The Gross Adequacy of Trading Area

Measurement of gross adequacy determines the trading area's total capacity toconsume. The capacity of a retail market to consume is the function of the totalnumber of consumers within a trading area at a given time and their need,willingness and the ability to purchase a particular class of goods. Infact, it is not achild's play to determine the consumers' need, willingness and the ability to purchase a certain class of goods.

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