Market share analysis for shopping centers in Ankara

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Date

2005

Author

Yavuzer, İpek

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In the last decade, the changes in living styles of people and shopping activities brought a new concept, أshopping centerؤ. By the time the numbers of shopping centers increased and this big consumption market created a great competition among the investors. The investors had the necessity of examining their market share within the market and other social and spatial factors for the feasibility of their shopping centers. In this thesis considering the need of such a study, a market share analysis is carried out to determine the market share of shopping centers within the competition, analyze the important facts of the market share, estimate the market capacity and potential market regions. Ankara is chosen as the study area since it has an increasing trend for the development of shopping centers. Tthe study is carried out for Armada, Bilkent and 5M Migros shopping centers since they serve for the whole city and have different functions such as recreation, restaurants, cultural activities together with shopping activities. For the analysis a gravity model developed by Lakshmanan and Hansen is used. The model estimates the market share of the centers among regions considering the factors, as accessibility in terms of cost and time, economic conditions of regions, attractiveness of shopping centers and competitors of the market. For the application process Geographic Information Systems ESRI Arc GIS 8.1 and ESRI ArcView 3.2 are used as software to store and manipulate data, build regulations on road network structure, calculate distances and costs, and present maps and results.

Subject Keywords

General Science.

URI

http://etd.lib.metu.edu.tr/upload/3/12605909/index.pdf
https://hdl.handle.net/11511/14881

Collections

Graduate School of Natural and Applied Sciences, Thesis

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Citation Formats

İ. Yavuzer, “Market share analysis for shopping centers in Ankara,” M.S. - Master of Science, Middle East Technical University, 2005.