Retail trade area analysis through the application of East Massachusetts geodemographic classification. Different approaches of trade area evaluation were applied and compared. Trade areas of two mall were assessed and compare as well.

1. Stas Sushkov Shopping Mall Trade Area Analysis (Applying East Massachusetts Geodemographic Classification)

8. Trade area characteristics Zones of proximity 7 29.9 2.2 Suburban Middle Class 413 7.3 30.0 Downtown Res. and University Students 24 24.0 5.8 Wealthy Suburbs 85 14.3 12.2 City Strugglers 203 24.4 49.6 Common City Dwellers Index East Massachusetts Meadow Glen Mall 3zones of proximity

9. 3 Types of Trade Area Definition Results Comparison Results comparison of different types of trade area definition The table shows that in our case all three approaches of trade area definition give almost similar results. Driving time method shows the closest to the average from all three approaches. This approach can be considered more balanced than others. 13 480 53 111 133 5 mile radius Index 11 485 31 135 141 20 min peak driv. time zone Index 3 zones of proximity Index Common City Dwellers 203 City Strugglers 85 Wealthy Suburbs 24 Downtown Res. and University Students 413 Suburban Middle Class 7

12. 2 Malls Trade Areas Comparison 3 11 Suburban Middle Class 641 , 934 355 , 443 Tot. Population Meadow Glen Mall 20 min peak driv. time zone index Watertown Mall 20 min peak driv. time zone index Common City Dwellers 141 88 City Strugglers 135 43 Wealthy Suburbs 31 48 Downtown Res. and University Students 485 815 Medium household income ($) 55 , 772 46 , 749

14. Driving Time at Peak Time or Off Peak 32 24 Suburban Middle Class 144 , 912 1 , 853 , 474 Tot. Population Dedham Mall 20 min peak driv. time zone index Dedham 20 min driv. time w eekend zone index Common City Dwellers 130 161 City Strugglers 150 94 Wealthy Suburbs 89 147 Downtown Res. and University Students 253 32 Medium household income ($) 54 , 896 61 , 824