Study On The Determinants Of Large Scale Supermarket Location

Supermarket is an important part of the retail business in China. With China's rapid economic development, its number increases fastly. The researches on the supermarket location appear more and more important either on city planning or the investment decision of the enterprise.This paper firstly based on the questionnaire data from 121senior managers in 31 large-scale supermarkets in hangzhou, using factor analysis method and analytic hierarchy processes, investigates the determinants of large-scale supermarket location; secondly usese the multiple regression model to fine out the relationship with these indexes and supermarkets operating performance; at last evaluates the site of 31 supermarkets and predicts the future development.The results shows:1) residents, competition, traffic, commercial circle and own conditions effects the supermarkets location mainly;2) residents factors ,especially purchasing power of residents and supermarket service population effect on location decision and supermarket operators most greatly;3) competitive factors effect on supermarket operation secondly, similar supermarket suitable distance aggregation, contribute to promote the supermarket business;4)commercial circle ,public transportation, free buses of supermarket has great contribute on the location decision and supermarket business; owning to residents drive shopping less, parking influences limitedly;5) the difference of product price have limited impact; larger the supermarket is, more comsumers it attract.