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 here. 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

  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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