Retail Trade Area Analysis Using the Huff Model in Okayama Prefecture(Session 1b)

Abstract

In this paper, we analyze the report "Living activities area in Okayama Prefecture" per town. In this analysis, we evaluate the importance of distance for consumer by the distance decay parameter in Huff model. We not only validate well known trend such that consumer think heavily of distance for convenience goods such as grocery and think lightly of distance for leisure, also find recently tend to think of heavily distance for all products. Furthermore, interesting differences were observed between urban and rural, and between households which have and do not have cars.