Perfis de área de influência de supermercados
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2001
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This work aims to offer a contribution to the retailing knowledge in Brazil by integrating theoretical and empirical aspects about Trading Area - an extremely important concept in retailing. The methodology encompasses a review of the existing theoretical knowledge, and develops an empirical investigation about the Trading Area phenomenon, with customers from Brazilian supermarkets. Through our analysis process we found that although presenting different dimensions and characteristics, the trading areas from different supermarkets presented some regular patterns of customer distribution. The discovery of these regularities took place when we analyzed the trading area phenomenon using cumulative customer distribution curves. We also found that the store size and the population density around the store seem to be determinant factors about the trading area dimensions.