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| Author: | Lord, J. Lundgren, J. |
| Title: | A market-area approach to determining optimum store size |
| Journal: | International Review of Retail, Distribution and Consumer Research
1999 : OCT, VOL. 9:4, p. 339-348 |
| Index terms: | RETAILING CONSUMER RESEARCH MARKETING |
| Language: | eng |
| Abstract: | This paper investigates the issue of optimum store size by empirically examining the relationship between a firm's store performance and its level of presence in the market area. This relationship is explored for a general merchandise chain with eighty-one stores in the southeastern United States. A weak correlation between store size and market-area size suggests that many of the firm's stores are not appropriately sized. Evidence is found for the existence of a range of market presence that results in maximum store performance. |
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