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@article{ART001853045},
author={황수진 and 임채근 and Bae Jaeho},
title={Trading Area Analysis Using Modified Huff Model Based on Analytic Hierarchy Process},
journal={Journal of Knowledge Information Technology and Systems},
issn={1975-7700},
year={2014},
volume={9},
number={1},
pages={179-190}

TY - JOUR
AU - 황수진
AU - 임채근
AU - Bae Jaeho
TI - Trading Area Analysis Using Modified Huff Model Based on Analytic Hierarchy Process
JO - Journal of Knowledge Information Technology and Systems
PY - 2014
VL - 9
IS - 1
PB - Korea Knowledge Information Technology Society
SP - 179
EP - 190
SN - 1975-7700
AB - Trading area analysis is a critical basis for determining the merit of a particular location before setting up commercial activity. Yet, it is not rare to come across a case wherein a store has been making high profits in spite of being set up in an inadvisable location. This is because factors apart from the common parameters such as population, floor space of some stores, and distance may have played a role in the store’s success away from a traditional trading area. In this study, we selected the four Ps of marketing as supplemental parameters to decide the trading areas. Furthermore, we have proposed the modified Huff model that considers the distance modification factor based on the analytic hierarchy process. To substantiate our claim, we selected two super stores situated in near-contiguity, applied the proposed model, and checked the impact on the estimated sales amount. The proposed modified Huff model can be possibly used to make more easy and accurate trading area analysis than the traditional Huff model.
KW - Distance modification factors(DMF);Analytic hierarchy process(AHP);Trading area anlysis;Marketing mix;Four Ps
DO -
UR -
ER -

황수진, 임채근 and Bae Jaeho. (2014). Trading Area Analysis Using Modified Huff Model Based on Analytic Hierarchy Process. Journal of Knowledge Information Technology and Systems, 9(1), 179-190.

황수진, 임채근 and Bae Jaeho. 2014, "Trading Area Analysis Using Modified Huff Model Based on Analytic Hierarchy Process", Journal of Knowledge Information Technology and Systems, vol.9, no.1 pp.179-190.

황수진, 임채근, Bae Jaeho "Trading Area Analysis Using Modified Huff Model Based on Analytic Hierarchy Process" Journal of Knowledge Information Technology and Systems 9.1 pp.179-190 (2014) : 179.

황수진, 임채근, Bae Jaeho. Trading Area Analysis Using Modified Huff Model Based on Analytic Hierarchy Process. 2014; 9(1), 179-190.

황수진, 임채근 and Bae Jaeho. "Trading Area Analysis Using Modified Huff Model Based on Analytic Hierarchy Process" Journal of Knowledge Information Technology and Systems 9, no.1 (2014) : 179-190.

황수진; 임채근; Bae Jaeho. Trading Area Analysis Using Modified Huff Model Based on Analytic Hierarchy Process. Journal of Knowledge Information Technology and Systems, 9(1), 179-190.

황수진; 임채근; Bae Jaeho. Trading Area Analysis Using Modified Huff Model Based on Analytic Hierarchy Process. Journal of Knowledge Information Technology and Systems. 2014; 9(1) 179-190.

황수진, 임채근, Bae Jaeho. Trading Area Analysis Using Modified Huff Model Based on Analytic Hierarchy Process. 2014; 9(1), 179-190.

황수진, 임채근 and Bae Jaeho. "Trading Area Analysis Using Modified Huff Model Based on Analytic Hierarchy Process" Journal of Knowledge Information Technology and Systems 9, no.1 (2014) : 179-190.