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Un método para evaluar la localización de nuevos centros comerciales en función de las características geodemográficas de los consumidores

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  • Ignacio Redondo Bellón
  • Luis Manuel Cerdá Suárez
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    Abstract

    RESUMEN La proliferación de centros comerciales en España ha hecho más compleja la localización de nuevos establecimientos, una decisión que actualmente requiere la comparación minuciosa del potencial de compra de las posibles ubicaciones. Este estudio propone un método para comparar el interés de diferentes ubicaciones en función de la estructura geodemográfica de la zona. Para lograrlo se investigó la atracción de los centros comerciales sobre los residentes de cada tipología MOSAIC en España. La primera contribución del estudio consiste en ofrecer un procedimiento sencillo y riguroso para medir la atracción de los centros comerciales en las áreas geodemográficas. La segunda contribución es la agrupación de las tipologías MOSAIC a partir de la propensión y la tendencia de compra de los consumidores. El método propuesto permite reducir la incertidumbre en las arriesgadas decisiones de quienes planifican las aperturas de nuevos centros, tanto los promotores privados como las autoridades públicas. ABSTRACT The proliferation of shopping centres in Spain has made locating new malls more difficult. Such a decision currently requires making a careful comparison of the purchasing power of various possible locations. This study proposes a method for evaluating the quality of different locations in terms of geodemographic structure of the surrounding area. To develop this method, we researched the attraction that shopping centres have for the residents of each MOSAIC typology in Spain. The study’s first contribution consists in offering a simple, rigorous approach to measure a shopping centre’s attraction in a given geodemographic area. The second one is the clustering of MOSAIC typologies in terms of consumers’ inclination and tendency to buy. The proposed method may reduce the uncertainty involved in risky decisions made by those planning new mall openings, both private entrepreneurs and public authorities.

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    Bibliographic Info

    Article provided by Universidades Públicas de Andalucía in its journal Revista de Estudios Regionales.

    Volume (Year): 03 (2010)
    Issue (Month): ()
    Pages: 67-89

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    Handle: RePEc:rer:articu:v:03:y:2010:p:67-89

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    Keywords: Centro Comercial; Localización de establecimiento; Comportamiento de compra; Atracción de los consumidores; Geodemografía; Tipología MOSAIC; Planificación urbanística; Shopping centre; Retail location; Purchase behaviour; Retail attraction; Geodemographics; MOSAIC typology; Urban planning;

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