Retail Analysis is an inherently complex and dynamic issue because of interactions that occur between different retail centers. If all retail centers were alike, offering exactly the same shops and services with regards to price and quality then we could assume that the population within the catchment would spend all of its money in the nearest centre. However, different centers are not the same and people’s mobility means that they will often travel to their preferred destination instead of their closest one. Changes in population, access and retailing also alter relative attractiveness. An important element of the study is therefore to provide a robust assessment of the current catchment area of the city, taking into account different types of retailing such as food and non-food, with the latter disaggregated into bulky and non-bulky goods.
Factors that influence consumers’ decisions on where to shop include:
• Presence and strength of ‘anchor’ traders
• Volume, quality and mix of retail provision
• Additional services and facilities
• Leisure provision
• Accessibility
• Parking
• Shopping Environment
While differences between adjacent centers effect the distribution of expenditure in the present time, it is equally important to gauge how changes to supply and new development in competing locations will impact on a centre in the future. Within 10 Kms of Ambience Mall, the population has a wide choice of retail destinations, including Sahara Mall, Metropolitan, DT City Center, then malls in Vasant Kunj & Saket and many more. If Ambience fails to improve the above criteria while the surrounding centers make improvements then it effectively declines as a retail centre and people will drive further distance to reach locations that fit their preferences.
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