The choice of a store location has a profound effect on the entire
business of a retail operation. Since GIS can be used to assemble
large volumes of data from various sources with different map
scales and in different coordinate systems, it is considered an
important tool in location analysis. GIS offers a large number of
techniques that have been successfully used by the retail
businesses in location planning and strategic retail
decision-making and applications. The objective of this retail
location analysis is to develop and apply a methodology for
analyzing the relationship between fast food store performance and
the various socio-economic and demographic factors like the ethnic
composition of population and median household income of Portage
and Summit Counties in Ohio. This study conducts a retail location
analysis of the relationship between the store performance of
McDonald's and Burger King. Analytical procedures in GIS and
statistical techniques have been applied using commercially
available software to determine the impact of various demographic
and socio-economic factors on store performance.
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