Geomarketing - a new approach in decision marketing: case study – shopping centres in Iasi

Abstract

Geomarketing is the cornerstone of successful businesses in this age of digitization and quickly changing markets. After 1990, when we witnessed the liberalization of market, a new trend started to appear in Romania, namely the emergence of supermarket chains. The study uses quantitative models for measuring the accessibility to the existing shopping centres in Iași city, calculating thus their catchment area, information which is then used for identifying a suitable location for a new shopping centre. A previous step in the analysis was the classification of the existing commercial centres by using a diverse set of criteria that served for a more precise delimitation of the catchments area. As a final outcome we can point out that the location for a new hypermarket was validated by quantitative models.