Applying demographic analysis to store site selection

This case study illustrates how applied demographic analysis can help structure business decisionmaking. We screened every one of several thousand square miles within metropolitan Southern California to identify the 10 best locations for a large supermarket catering to onestop shoppers. Locations were selected based on potential sales volume (irrespective of nearby competitors), future stability of the resident consumer base, and specific demographic factors likely to enhance sales potential among target shoppers (e.g., dual-earner families). The client placed as much importance on how the results were derived as on our recommendations. As a result, our analytic framework for comparing high-potential locations played a central role in structuring the client's thinking. This framework, together with the empirical analysis, illustrate how applied demographers can operationalize business questions about consumer markets and guide a client toward a more systematic way of reaching decisions.This article is based on a paper presented at the 1987 Population Association of America Meetings, Chicago, USA.     

购物中心顾客行为的跨国比较

本文通过对问卷调查所得数据的处理、分析,比较了中、美和智利三国顾客在购物中心的惠顾行为和购买行为上的异同。分析与比较的结果显示：三国购物中心的顾客在人口统计特征、惠顾动机、惠顾原因、惠顾行为和购买行为上均有显著差异。本研究的结果有助于中国购物中心的发展商、供应商、零售商和其它经营者更明确地认识中国购物中心顾客行为的特点,从而更有效地从事有针对性的市场营销活动,也有助于那些致力于走出国门的工商企业了解国外购物中心及顾客行为的特点,并据此设计与开发产品、选择营销渠道、制定营销策略。