Store Location Evaluation Based on Geographical Consumer Information

Introduction

In the competitive world we live in now, store location is becoming very important for a store to be succesful. Choosing the wrong location for a store can make the store to fail. This is one of the reasons why stores have to come up with many ways to keep their current customers. One of the methods to keep current customers to revisit the store is to distribute loyalty cards.
In this bachlor’s thesis, with the theme ‘Store location evaluation based on geographical consumer information’, the subject of loyalty card holders is chosen. There will be an indepth evaluation of the factors influencing these loyalty card holders. Seen these loyalty card holders are the store’s most important custormers.

The research question is therefore: ‘‘What are the important factors that affect the number of loyalty card holders and how do they have an influence on loyalty card holders?’

The components of this thesis will be based on the use of secondary literature and databases, which will result in a qualitative and quantitative research. First several articles will be analyzed concerning store location and loyalty card holders. Based on these articles a discussion will be set up about the different factors that influence loyalty card holders. Then databases will be analysed and a conclusion can be made as to which factors affect loyalty card holders.

The conceptual framework:

Store: Customers:

By means of the variables Travel Distance, Size of Departments/Assortiment, Competition, Social-Economic Status, Double Income and Education the dependent variable ‘Number/percentage of loyalty card holders’ will be