Guidelines for a Store-location Strategy Study

Abstract

The large investments in modern store facilities and the long lease commitments make it necessary for retailing firms and for shopping-center developers to employ store-location research. In this article the author presents 16 fundamental steps or guidelines, distilled from 35 years of experience, for planning and executing comprehensive store - location studies. These guidelines are of interest not only to marketing research specialists, but also to business administrators who must make store-location expansion decisions.