Master of Arts (MA)
Geography & Environmental Studies
Faculty of Arts
Trade area models have traditionally been classified into one of two groups: spatial monopoly models or market penetration approaches. Spatial monopoly models define trade areas in a deterministic manner, while market penetration models construct market areas that are probabilistic. Past research has grouped Voronoi diagram models exclusively with the spatial monopoly approach. However, the research contained within this thesis demonstrates that Voronoi diagrams can be used to generate trade areas that are consistent with market penetration models. This thesis introduces two new Voronoi diagrams: the order-k, multiplicatively weighted Voronoi diagram (OKMWVD) and the ordered order-k, multiplicatively weighted Voronoi diagram (OOKMWVD). When interpreted as trade area models, these diagrams generate market areas for a set of facilities which are overlapping and probabilistic. These new Voronoi diagrams allow for the simultaneous inclusion of a weight (measuring facility attraction) and consumer choice sets. The new models are demonstrated on data collected for the supermarkets located within the cities of Kitchener and Waterloo. This application shows how Voronoi diagrams can be used to generate sales estimates for retail facilities. The OOKMWVD allows for the examination of the effect of different consumer preference levels on the sales estimates of an individual facility.
South, Robert William, "Higher-order, multiplicatively weighted Voronoi diagrams: A new approach to trade area analysis" (1996). Theses and Dissertations (Comprehensive). 344.