Huff model
In spatial analysis, the Huff model is a widely used tool for predicting the probability of a consumer visiting a site, as a function of the distance of the site, its attractiveness, and the relative attractiveness of alternatives. It was formulated by David Huff in 1963.[1] It is used in marketing, economics, retail research and urban planning,[2] and is implemented in several commercially available GIS systems.
Its relative ease of use and applicability to a wide range of problems contribute to its enduring appeal.[3]
The formula is given as:
where :
- is a measure of attractiveness of store j
- is the distance from the consumer's location, i, to store j.
- is an attractiveness parameter
- is a distance decay parameter
- is the total number of stores, including store j
References
- JSTOR 3144521.
- ^ "Huff, David | AAG". www.aag.org. Retrieved 2021-04-20.
- ^ Dramowicz, Ela (2005-07-03). "Retail Trade Area Analysis Using the Huff Model". www.directionsmag.com. Retrieved 2021-04-20.