Preview

Catchment Area Analysis

Powerful Essays
Open Document
Open Document
8097 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Catchment Area Analysis
CHAPTER 1- INTRODUCTION

1.1 Introduction to Catchment analysis
Catchment analysis is originally a study to identify an ideal location for establishment of a new retail outlet but it can be helpful to identify potential customer base in any geographical area for existing retail outlets. This study includes study about various geo-demographic factors like occupation, mother tongue, education standard etc. and help in understanding customer preferences, accessibility in buying, purchase intentions buying patterns and likelihood of buying for the group of products that the retailer deals with and level of competition in that area. The final outcome of catchment area analysis provides the retailer an idea about number of customers who can visit the store and kind of products that will be in demand and the stock he need to maintain in order to meet the demand in selected location. Importance of catchment can be seen in the point that if all retail companies are offering same products and services within same price range and quality standards than we can easily say that the population within the catchment will do all its purchasing at the nearest centre. However in practicality it‟s not possible that different retail companies are same and people have to travel to their preferred destination for purchasing instead of their nearest one. Differences between similar stores can affect the spending pattern in the present time, but it is important to see how changes in various demographic factors and infrastructure development in competing locations will have impact on such store in future. Catchment analysis pre launch will ideally decide the product mix and formats of the stores, catchment analysis done from time to time will give information about what is happening and where to concentrate marketing energies to get more walk-ins. The total catchment area, of a store is useful information to decide a store location and post store opening marketing energies focus. The

You May Also Find These Documents Helpful

  • Powerful Essays

    Table of Contents1.Executive Summary32.Company Overview43.The Marketing Mix using 4 P 's64.SWOT Analysis115.Porter 's 5-Force Analysis146.Distribution Strategy167.Present Scenario188.Big Bazaar and the Retail Life Cycle219.Moving Ahead into the Future2310.Recommendations2411.Future Strategies2612.Bibliography281.Executive SummaryIndian retail sector is witnessing one of the most hectic marketing activities of all times. The companies are fighting for share of mind and heart which can finally be converted to market share. There is always a 'first mover advantage ' in an upcoming sector. In India, that advantage goes to "Big Bazaar." It has brought about many changes in the buying habits of people. It has created formats which provide all items under one roof at low rates.…

    • 5680 Words
    • 19 Pages
    Powerful Essays
  • Satisfactory Essays

    Res/351 Business Research

    • 456 Words
    • 2 Pages

    In the retail business industry, retailers have to be creative in providing value for its customers. Customer value is a priority and must be implemented at all times when maintaining or running a business, company, and/or organization. Customers like convenience without having to jump through hoops. For example, when opening a new business, or establishing a way to build customer volume, it is necessary to research the areas where a high volume of people do their shopping and/or other activities. Also, it may be a good idea to research, and obtain information on other businesses in the surrounding areas; pertaining to the length of time they’ve been in business. In addition, knowing what types of merchandise sold can also help with determining what type of business to open.…

    • 456 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    B122 Tma 1

    • 1654 Words
    • 7 Pages

    Management considering a particular location for a new Asda store must measure the concentration of the local market and consider Social and Cultural forces. They can help determine if an area is understored and demand is present. Statistics of particular interest are likely to be, age ranges,…

    • 1654 Words
    • 7 Pages
    Powerful Essays
  • Better Essays

    Upon opening a business, a company must decide where to place the business and how to market the company. This is not an easy task if several businesses of the same industry are located in the same neighborhood. Before the company can open, a new business must choose what market they want to reach and the best way to reach them. The company must also determine the psychographic and behavioral characteristics of each market the company is trying to reach. The following is information on how Walmart Corporation chooses their geographic, demographic, psychographic, and behavioral segments when the company places a new store in a specific neighborhood.…

    • 1193 Words
    • 4 Pages
    Better Essays
  • Satisfactory Essays

    In order to effectively undertake market research on customer behaviour; such as expected prices, how they react to certain methods of research and what kind of care do the customers expect after the purchase is made, it would be best to use observation along with focus groups. Surveys, if used, should be done face to face by door knocking as it is more convenient and has a high response rate. The survey should include quantitative and qualitative type’s questions in order to get a `broader view of the customers’ behaviour. Questions could include “What do you think affects your behaviour within store?” for open ended qualitative questions and for quantitative they could be something like “How long do you expect to wait on hold for customer services?” which will give more precise data.…

    • 1035 Words
    • 4 Pages
    Satisfactory Essays
  • Powerful Essays

    Save a Lot Strategy

    • 5114 Words
    • 21 Pages

    Structure: The first section of the report addresses market entry strategy and the retail planning process. The report then moves to discuss the situation audit which entails competitor and market place analysis. The final section discusses the retailing strategy and offers recommendations to Save A Lot.…

    • 5114 Words
    • 21 Pages
    Powerful Essays
  • Best Essays

    Pret a Manger Research Paper

    • 3567 Words
    • 15 Pages

    Prêt-A-Manger (also known as Prêt) was founded in 1986, with the aim of serving customers with quality food and exquisiteness. It is a well-known grab-and-go store offering a variety of freshly-made food like sandwiches and salad. The target customers are expatriate workers and white collar adults in the central business districts, who are attentive to their diets. This is in accordance with its positioning that Prêt provides premium healthy and quality food which is freshly made every day.…

    • 3567 Words
    • 15 Pages
    Best Essays
  • Best Essays

    Case Study Lowe's Stores

    • 1992 Words
    • 8 Pages

    Method such as collecting consumer data can be utilized to quantitatively evaluate the impact of a new store on the trade area. Retail chains like Lowe’s can collect information from their customer through surveys that collects consumers’ shopping preference, request credit card user census from card companies, or signing up for speciality card in store and record the addresses of the customers. A map can be formulated from the census data to show the area where people spend the most at the store and expand to a location that is closest to the major source of demand.…

    • 1992 Words
    • 8 Pages
    Best Essays
  • Powerful Essays

    MARK 463 CHAPTER 3

    • 3452 Words
    • 17 Pages

    A major advantage of the use of strategic planning by a retailer is that _____.…

    • 3452 Words
    • 17 Pages
    Powerful Essays
  • Powerful Essays

    Bay Street Swot Analysis

    • 1413 Words
    • 6 Pages

    As a matter of fact, the ancillary retail matches its market orientation extremely well, since it offers a good balance of retail chains and independent stores. Many of the travelers in the ancillary path walk in a very fast pace, which means they want to spend the minimum amount of time to search for goods and products without delaying their plan afterwards. Thus retail chains can provide a better information of what kind of service or product that they offer, and therefore save the time of the shoppers since many of them already know where they can purchase their desired goods. On the other hand, many other individual owned store can be found here, such as Spa, Jewelry, and Dry Cleaning and Fragrance stores. Those shops are higher end and targeting most of the businessman and businesswoman, whom make up to 50% of the pedestrian population at the ancillary path. Moreover, to targeting those “fast shoppers”, a food court can be found at the ancillary path, a variety of fast food can be found in here with a wide space to eat and sit. In the same way, the retail strip also matches its market orientation really well, but with a different strategy. The retail strip only has 6 retail chains out of 51 observed stores, it is obvious that this retail strip is more individual focused. People walk here have more time to spend as they pace slowly around the…

    • 1413 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    why we buy

    • 3206 Words
    • 13 Pages

    This is an old book published in 1999 by Paco Underhill, an environmental psychologist though he is known more as retail guru. This book highlights key points that affect consumers behaviors when they go for place of purchase, which are vital for the success of every retail and also companies which have products in modern trade. Though there are criticisms that this book is out of dated, the findings in here personally I feel still can be adaptable in this era`. With simple and sense of humor words, this book is found interesting and easy to read.…

    • 3206 Words
    • 13 Pages
    Powerful Essays
  • Satisfactory Essays

    culture study for fashion

    • 413 Words
    • 2 Pages

    The basis of the primary research conducted in this brief was delivering a questionnaire based survey delivered at four retail outlets two of which were Asda and two of which were Marks and Spencer. Opportunistic sampling was used in that customers were approached in the store as they entered and left the premises and asked would they participate. A target of 100 questionnaires to be completed at each store was decided on to achieve a healthy sample size yielding useful results for the analysis. The questionnaire had four sections. The first of these sought general demographic information such as age and sex, the second section sought information related to the frequency of shopping at the stores as well as frequency of shopping elsewhere. The third section sought altitudinal information related to reasons for purchasing in the respective stores while the fourth section and the fourth section sought information on preferences in terms of shopping specifically related to the variables of quality, price and the retail environment. Data was entered into SPSS and analysed according to the…

    • 413 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Ministop

    • 265 Words
    • 2 Pages

    A location analysis for new stores considers population density, demographics, traffic volume, visibility, ease of access, locations of other stores, and economic and competitor activity in an area.…

    • 265 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Marketing Key Terms

    • 2340 Words
    • 10 Pages

    TRADE AREA- geographic are that incompasses most of the customrs who would patronize specific retail site.…

    • 2340 Words
    • 10 Pages
    Powerful Essays
  • Good Essays

    The project was undertaken by five group members. The operating areas were investigated with the set of three questionnaire sets gathering views of certain stakeholders as customers, employees and top management. The questionnaire form & responses obtained during the survey are also attached .The analysis proved efficient functioning of the organization & addressing key issues as retaining employees. The satisfied internal customers (employees) serving the customers are 77.4%. The outlet has maintained satisfaction level of customers visiting once a month for shopping at 91.80%.…

    • 1357 Words
    • 6 Pages
    Good Essays

Related Topics