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- W4377972015 abstract "The effectiveness of retail is determined by many factors. One of the main ones is the rational placement. The paper presents the results of an in-network analysis of the parameters of the placement of FMCG format in retail. As well as software in the field of geomarketing is considered. The author’s vision of the development of such products for retail purposes is pro-posed. The object of the study is a regional retail of the format «shop at home» in Perm, Russia. The subject of the study is the principles of rational placement of retail in urban development. Content analysis of specialized literature, methods of geomarketing analysis and questionnaires were applied. During the analysis, we revealed that the selected outlets comply with the basic principles of rational placement, for example, the principle of territorial accessibility. When conducting a geomarketing analysis, it is important to pay attention to the demographic characteristics of the area. A marketing study of the demographic composition of the Kirovsky district, which was conducted using a questionnaire, helped to determine the characteristics of the audience of the studied territory. The survey also showed that factors such as proximity to home, availability of public transport and convenient parking, as well as a variety of assortment and other competitor outlets have the greatest influence on the choice of a store for shopping." @default.
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- W4377972015 date "2023-01-01" @default.
- W4377972015 modified "2023-09-25" @default.
- W4377972015 title "Geomarketing in the Placement of Retail in the Development of a Million-Plus City (on the Example of a Regional Retail in Russia, Perm)" @default.
- W4377972015 cites W2165514877 @default.
- W4377972015 doi "https://doi.org/10.1007/978-3-031-28086-3_68" @default.
- W4377972015 hasPublicationYear "2023" @default.
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