Open AccessAssessing food retail competitors with a multi-criteria GIS-based method
Author(s) -
Norat RoigTierno,
Amparo BavieraPuig,
Juan BuitragoVera,
Carmen Escribá-Pérez
Publication year - 2018
Publication title -
economía agraría y recursos naturales/economía agraria y recursos naturales
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.304
H-Index - 9
eISSN - 2174-7350
pISSN - 1578-0732
DOI - 10.7201/earn.2018.01.01.
Subject(s) - competitor analysis , analytic hierarchy process , competition (biology) , index (typography) , business , marketing , key (lock) , hierarchy , geographic information system , industrial organization , computer science , operations research , geography , engineering , economics , cartography , ecology , market economy , computer security , world wide web , biology
Given the importance of competition in the retail sector, this research builds on spatial interaction theory to develop the competition index (CI). For this, geographic information systems (GIS) and the analytic hierarchy process (AHP) were used. AHP results reveal that key factors to assess competitors relate to location and branding. The proposed method was tested by evaluating 45 supermarkets in the city of Castellón (Spain). Using this method, sales targets can be adapted to each outlet’s individual circumstances.