Retail Location Analysis - Mc Donald's vs Burger King

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Retail Location Analysis: A Case Study of Burger King & McDonald’s in Portage & Summit Counties, Ohio

A thesis submitted to the College of Arts of Kent State University in partial fulfillment of the requirements for the degree of Masters of Arts

by

Niti Duggal December, 2007

Thesis written by Niti Duggal
B.A. (Hons), University of Delhi, India 1996 M.A., Jawaharlal Nehru University, New Delhi, India 1998 MPhil, Jawaharlal Nehru University, New Delhi, India 2001 M.A., Kent State University, 2007

Approved by

____________________________________, Advisor Dr. Jay Lee ____________________________________, Chair, Department of Geography Dr. Jay Lee ____________________________________, Dean, College of Arts and Sciences Dr. Jerry Feezel

ii

Table of Contents

Table of Contents ……………………………………………………………….. iii List of Maps and Figures …………………………………………….………….. v List of Tables …………………………………………………………………… viii Acknowledgments ……………………………………………………………… ix Chapter 1: Introduction …………………………………………………………..…… 1 1.1 Research Objectives ............................................................................ 2 1.2 Summary …………………………………………………..…..……. 4 2: Problem Statements ………………………………………………...……. 6 2.1 Size and Shape of the Retail Trade Area………….……………....…. 6 2.2 Summary………………………………………..………………...….. 9 3: Literature Review ………………………………………………………… 11 3.1 GIS for Business and service Sector Planning ……………………….11 3.2 GIS as a Tool for Retail Location Decisions……………………….... 12 3.3 GIS Methodologies for Retail Location Studies…………………...… 13 3.4 Analysis of Trade Areas………………………………………………19 3.4.1 Simple or Basic Methods of Trade Area Analysis .…………… 19 3.4.2 Gravitational Methods for Trade Area Analysis ……………… 20 3.5 Forecasting the Fast Food Restaurant Sales ………………………… 21 3.6 Identifying the Trading Area of the Fast Food Restaurants ……………….. 26 3.7 Retail…...

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