Volume 19, Issue 3-3, September 2015
APPLICATION OF THE HUFF MODEL OF SHOPPING PROBABILITY IN THE SELECTED STORES IN PREŠOV (PREŠOV, THE SLOVAK REPUBLIC)
Authors: Jana Mitríková, Anna Šenková, Sandra Antoliková
Abstract: The main objective of this article is the calculation of the Huff Model and the comparison of obtained data with the questionnaire survey results. Afterwards, we will try to assess the validity of this theoretical model of shopping probability for practical use as well as its overall objectivity. Calculation of the Huff Model of Probability will be calculated for nine large–scale retail stores in fifteen local regions within the area of the third largest town in the Slovak Republic – Prešov. These results will be compared to results of the questionnaire research which was conducted during the period of November 2013 until March 2014 on a sample of 1,096 respondents. The questionnaire was addressing customers´ preference for various large-scale stores as well as their place of residence. Based on the calculation results and the results obtained from the questionnaire survey, cartographic outputs were created, pointing out overall consistency as well as differences in the already mentioned results.
Keywords: retail store, Prešov, gravity models, Huff Model, large – scale retail stores
Article info: 110-121
Received: March 25, 2015 | Revised: June 15, 2015 | Accepted: September 1, 2015