Study 1: Comparison vs Convenience?

Is there a pattern in the locations of different types of shops?

The aim of this study is to find out if there is a difference in the location pattern of businesses selling comparison goods/services, and those selling convenience goods/services.

Aim

Hypothesis to be tested:

“Businesses selling comparison goods and services cluster near to each other in Hua Hin town centre, whilst those selling convenience goods and services are more dispersed”

What are comparison goods and services?

They are:

Expensive Bought infrequently, and Compared with alternatives (in terms of price,

style & quality) before they are bought. Customers are also prepared to travel large

distances to buy what they want.

Example: Jewellery

What are convenience goods and services?

They are:

Bought often Relatively cheap Not usually compared with alternatives. Customers are not prepared to travel long

distances to buy them.

Example: Groceries

Background Theory

We expect to find businesses selling comparison goods and services (like jewelry shops) cluster together in parts of the town centre. This is because customers are prepared to travel far to get what they want, as well as being able to choose between alternatives.

Background Theory

We expect to find businesses selling convenience goods and services (like grocery stores) spread out all over the town centre. This is because customers are not prepared to travel far to buy what they want, and they are not very concerned about the choice of the goods they are buying.

Methodology

Select suitable businesses (one selling comparison goods, the other selling convenience goods).

Mark on your map out line the locations of both types (Use symbols and a key).

Results

Divide up the map into a series of equal sized grids (around 7-10 works best).

Count the number of comparison businesses in each grid.

Count the number of convenience businesses in each grid.

Produce two pie charts to show this data.

Results

Pie chart showing the possible distribution of jewellery shops in Hua Hin

Zone 420%

Zone510%

Zone760%

Zone 810%

Results

Pie chart showing the possible distribution of grocery stores in Hua Hin

Zone 16% Zone 2

12%

Zone 312%

Zone 49%

Zone 512%

Zone 614%

Zone 714%

Zone 89%

Zone 912%