Spatial Analysis Applied to the Establishment of new Food Retail in the City of Maringá / PR: Geomarketing Case of Study
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Abstract
The crescent competition in the retail business and the popularization of Geographic Information System has emerged the need for integration between data and methodologies for making robust spatial analyses. The present work aims to show a case study which persuades to map potential areas for food retail establishment in the city of Maringá-PR. From a free available dataset that contains road lines, food retail location and sociodemographic, it has been generated a synthetic map by using AHP methodology in GIS software, based on interpolation methods like ordinary kriging and polynomial regression. In comparison with qualitative studies, the results of applying this methodology proved to be effective in allowing the integration of several variables into a single synthesis map. The potential areas for food retail establishment were concentrated in the center of the town, two other areas that show high potential location for installation, one in the eastern sector of the city and the other in the north-west. The syntheses mapping presents the spatial variability for potential areas for the installation of food retail, without specifying which type.
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