The Articles are about choice of Location by Retailers and Business:

Summary of Five articles

Article 1:

Mercedes Esteban-Bravo, Jos M. Mgica and Jose M. Vidal-Sanz, (October

2006). Do Business Density and Variety Determine Retail Performance, Business Economics,
17, 6-58.

Summary:
The location of a store for any retailer is a very important and critical strategy to work on.
According to this context (by Mercedes Esteban-Bravo, Jos M. Mgica and Jose M. Vidal,
2006) the research of various models applied for making location decisions have been discussed
at various occasions for helping retailers in making sensible decisions for a long term
investment. In this study basically the relationship between the cluster of retailers present in a
certain trade area and their overall profitability in that area is focused to make it easy for the
retailers to decide on the given information of the trading area and the amount of risks involved
when coming up with their new business. The retailers when go for locations where there is high
and low retail business concentration, they will have to face constant competition which benefits
them in return and their profitability is also increased. Whereas the areas of average consistency
work on differentiation strategy built on diversification available among stores. Such studies and
research about the areas and site locations help retailers in developing proper decisions when
getting involved in selecting a location for their outlet as such decisions once made cannot be
changed again as it engages huge investments of long term.

Article 2: Madhumita Mohanty(July-December 2007), Retail Headstart - Choosing the Right

Location, Indian Retail Review, 1(2).

Summary:
This article also states the same fact as others, that choosing a right location is most
important decision for a retailer and for doing that one has to go through a number of factors.
According to Madhumita Mohanty, 2007, you can be the best retailers in the world, but if you
set your shop in the wrong location, chances of a successful business are lessened considerably.
If you begin with the wrong decision about a location selection would be like getting yourself
into trouble by your own hands. There are certain considerations that a retailer may go through
before location selection for outlet; that includes target audience, locality-commercial or
residential, neighborhood, closeness to supply chain sources, availability and cost of labor,
facilities for parking and costs of property.

Article 3: Francesco Ciari, Michael Lochl and Kay W. Axhausen (2008). Location Decisions
of Retailers: An Agent-based Approach. 15th International Conference on Recent Advances in
Retailing and Services Science. 6-7.

Summary:
In this article the location has been considered as the vital and most important factor for a
retailers store success, at times even considered as the only factor. For attracting customers to
the store, retailers good location choice decision plays an important role which at times even is
helpful when having an average level of retail strategy mix. This is the reason that location is
taken as a powerful competitive advantage over other retailers and is one of those factors of the
marketing mix which cannot be emulated by any other. It is been stated that the location choice is
also figured out and considered according to the format of the retail business. Different formats

have different marketing mix strategies to apply by retailers which they make efforts to maintain,
it usually consist of the type of merchandise, the combination and the type of services presented,
kinds of promotions, pricing strategies and policies, store design concept plan and the visual
merchandising and last but not the least the most important of all the location (Zentes et al.,
2007).

Article 4: Mustafa Karadeniz (2009). The Importance of Retail Site Selection in Marketing
Management and Hypothetical Approaches used in Site Selection. Journal of Naval Science and
Engineering, 5 (3), 79-90

Summary:
In this article authors working on the related issue of importance of location stated that
the selection decision of a location is very important for a retailer. Firstly because it is an
important factor that customers use in choosing a store for purchasing. Secondly once chosen
and made the decision the retailer has to work on it for many years because a huge part of
investment is spent on it, it is expensive. Last but not the least locations and sites are acquired by
many other retailers out there in the market and so it becomes really difficult to get one great
location. A feedback to the question What are the three most predominant factors in retail was;
location, location and location. For a customer to go for a location is a very important
consideration. Location is also a competitive advantage which could not be easily met. For
retailers a choice of good location is related with the retailers target market, competitors and the
associated costs. The success or failure is also linked with the characteristics of the potential
location in the neighborhood. The location site could also be in a shopping centre, in such a
scenario the retailer is positive that it would have the appropriate blend of neighbors, proper

parking area, and enough traffic. On the other hand the retailer might find it difficult to get hands
on a location in a shopping centre where most of the places are not already booked

Article 5: Arpita Khare and Sapna Rakesh (2010). Retailers in malls: Retailers preferences
for store space in Indian malls. Journal of Retail & Leisure Property 9, 125 135: Macmillan
Publishers Ltd

Summary:
Arpita Khare and Sapna Rakesh

in their article of 2010 mentioned that the ever

increasing population has led to the development of malls in major cities which in turn has
bought up significant questions as to their practicality and would the ever growing financing in
malls would pull a lot of customers. In the past few years this interest in growth of malls has
resulted contributions in organized retail business, modifications in the retail setup and
dimensions, increased progress of FDI in retail and also increased purchasing power of
consumers. Malls originally served as growth catalysts in the suburbs and have been the reason
behind the changing concept of buying and spending. The attractiveness and the development of
malls began in form of hedonistic centers in cities including restaurants and cinemas, open air
lifestyle centers with high end specialty and branded stores, and hybrids. The atmosphere,
surroundings, design and formations of the malls stirred up emotional reactions of the customers,
and encouraged them to be in malls for longer period of time. Conclude that Surrounding has an
influence on consumers feelings and could help in driving the retail operations efficiently.