This paper intends to analyze the retail trade areas in Special wards of Tokyo based on the consumer behavior model. Some metropolitan cities have well-developed traffic system, and since actual-distance and time-distance are not in direct proportional relationship, we can arrive at the destination faster than expected time. Therefore, retail trade areas in some metropolitan areas have more complicated form than Voronoi diagram. At first, we analyze the general attributes of the retail trade areas based on the customer behavior model. In particular, we discuss the geometric attributes of it and reveal the conditions for the unique form of it. Next, we construct some consumer behavior models, and estimate statistically with actual data. Furthermore, we visualize the retail trading areas in Special wards of Tokyo as a case study. The consumer behavior models are based on the Huff model and the MNL model, and taken attributes of the retail areas into account to reflect some types of consumer behavior. We reveal that the differences between the form of trading areas depend on some types of consumer behavior.
