Limitations of Huff Model for Online Shopping

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Mintra Mitchell, Student (University), United Kingdom
The Huff model was introduced by David Huff in 1963. It is applicable to a wide range of problems, of which predicting consumer spatial behavior (the probability (Pij) that a consumer located at some place will choose to shop at a store nearby) is the most commonly known. More on the Huff Model can be found . Can anyone tell me what are the limitations of the generic Huff model? Is this model workable with regards to online shopping? (...) Read more? Sign up for free

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  Jaap de Jonge, Editor, Netherlands

Assumptions of the Huff Model

The Huff Gravity Model assumes that a store’s attractiveness is based on its size and distance. So you need following 2 essential data sets to perform a Huff analysis:
- Existing retail locations and store size
- Census tracts (as detailed as possible)
And of course, you will need some GIS software to calculate distance and display the model in a map.

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Limitations of Huff Model for Online Shopping
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