Donthu, Naveen; Rust, Roland T.
March 1989
Marketing Science;Spring89, Vol. 8 Issue 2, p191
Academic Journal
This paper shows how kernel density estimation may be used to estimate flexibly the geographic distribution of customers in a market In addition it shows how a density-based product positioning methodology may be applied to site selection, using the estimated geographic customer density to help locate a new or (relocated) store or distribution center. This application provides a conceptual basis for more complicated site selection and spatial demand models which might involve several predictor variables. (Market Area Analysis; Retailing; Kernel Density Estimation; Nonparametric Density Estimation; Site Selection)


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