Abstract
PurposeThe objective of the study is to develop a methodology to strategically rank store locations using criteria such as population, store site characteristics, economic considerations, competition and so on to select the most optimal retail convenience store location.Design/methodology/approachA case of National Capital Region, India, for a 24-h convenience store was considered for the study and the major criteria that affect the performance of a convenience store are identified, such as population characteristics, economic criteria, competition, consumer accessibility, store size, total cost, site attractiveness and security. Fuzzy AHP is utilized to find the weightage for each criteria and a combination of fuzzy TOPSIS and grey relational analysis (GRA) is applied to rank the alternative using these criteria weight. Further, results obtained are compared with results from fuzzy TOPSIS and fuzzy VIKOR methods. Sensitivity analysis is also performed for ensuring the robustness of the framework.FindingsIt is observed that outcomes do not change under various settling coefficient values, demonstrating that the methodology is very robust. The developed framework will be quite useful to diverse retailers looking to expand and generate substantial profits.Research limitations/implicationsA large sample size of number of locations encourages generalization of results. Strategic ranking of the selected locations is carried out on a few selected criteria. The study was limited by the designated geographical area.Originality/valueThe study contributes to the few available articles on convenience store selection using combination of fuzzy AHP, fuzzy TOPSIS and GRA for a developing country.
Highlights
The choice of retail location areas is an important decision for retailing decision-makers (DMs) as it is a long-term decision and higher costs are involved in it
4.1 Profile of the case company This study has considered an Indian round-the-clock convenience store chain known as ABC which is anticipating extending its business in the National Capital Region (NCR) of Delhi through widening its market reach and nearness in Delhi and other close-by territories
It is clear that Safdarjung Development Area (SDA) Market is the most appropriate location alternative to open a convenience store
Summary
The choice of retail location areas is an important decision for retailing decision-makers (DMs) as it is a long-term decision and higher costs are involved in it. As convenience is of utmost importance to the present buyers, a retail store can thrive or flop exclusively dependent on its location. A large chunk of convenience store profit depends on how “convenient” it is, whether that convenience comes from the layout, variety, brand or location. Published in Modern Supply Chain Research and Applications. The full terms of this license may be seen at http://creativecommons.org/licences/by/4.0/legalcode
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
