Geography Reference
In-Depth Information
Figure 42.5
Catchment area
of a potential new
supermarket for Kwik Save
using GIS.
shown for one store in Figure 42.6. Note the
success of the model in estimating the shape and
size of the catchment area for that store. The
successful calibration of the model in turn
facilitates the accurate estimation of store
turnovers (which may not be available from
published sources: few retailers have turnover
estimates for their competitors, for example).
Having allocated expenditures between all postal
districts and all grocery stores in this way, then
Figure 42.6
Observed
versus predicted flows for
Morley supermarket.
