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A Trade Area Analysis of Wisconsin Retail Markets: Updated for 2011


  • Deller, Steven C.

    (University of WI)


For updated Trade Area Analysis (TAA) of Wisconsin counties we use the sales tax data as reported by the Wisconsin Department of Revenue for 2011. Only those counties that have elected to collect the optional county sales tax are included in the analysis. Because sales tax data are used one must keep in mind that the analysis focuses only on taxable sales and may not reflect the total level of activity in the county. Using Pull Factors and measures of Surplus and Leakage the relative strengths, and weaknesses, of local retail markets are identified. Changes in Pull Factors from 2005 to 2011 are provided to gain insights into growing and declining sectors. Finally, an update of simple Wisconsin retail market thresholds estimates (i.e., number of customers required to support an establishment) is also provided.

Suggested Citation

  • Deller, Steven C., 2012. "A Trade Area Analysis of Wisconsin Retail Markets: Updated for 2011," Staff Paper Series 567, University of Wisconsin, Agricultural and Applied Economics.
  • Handle: RePEc:ecl:wisagr:567

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    1. Deller, Steven C. & McConnon, James Jr. C. & Stone, Kenneth E., 1991. "The Measurement of a Communityï¾’S Retail Market," Staff General Research Papers Archive 11229, Iowa State University, Department of Economics.
    2. Deller, Steven C. & Kures, Matt & Ryan, William, 2006. "An Analysis of Retail and Service Sector Count Data: Identification of Market Potential for Wisconsin Counties," Staff Paper Series 492, University of Wisconsin, Agricultural and Applied Economics.
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