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Catchment Area

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Catchment can be defined as the area /zone of the city from which the customers come into for shopping from a particular store. Catchment analysis pre launch would ideally decide the product mix and formats of the stores. Catchment analysis done after a time gap of launch would also give a correct picture of whats happening and where to concentrate market energies to get more walk ins. The catchment area for a retail outlet is the geographic area from which a customer is prepared to travel to reach that outlet. Because a retailer is fixed to a specific location they rely upon encouraging customers to travel a set distance to purchase their product. Depending upon the types of products being sold determines if the retailer is …show more content…

• The level of penetration within specific sectors of the catchment area 1. What are the purposes of catchment area analysis? The purpose of this analysis is to assess the degree of success, or not, which a venue has had in penetrating the attendance or visitor potential of its catchment area as a whole and of each postal sector within it. The essential purposes of catchment area analysis are to help • guide a venue in the selection of particular postal sectors on which to focus special marketing activity • evaluate, subsequently, the impact made by this special marketing activity • guide a touring company in setting attendance targets and deciding the levels of marketing input required for the various venues which they visit The analysis can be of particular value in identifying sectors where actual sales or visitor penetration is low but where potential is shown to be high. An assessment should then be made of the factors that might be causing this. These factors might be: • drive-time distance from the venue • poor access by public transport, times of last buses or trains back from the venue) • a low level of travel into the city /town for shopping, work or leisure- another city/town being preferred • relatively low car ownership • competition • the characteristics of the population for example age,

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