Natalya M. Khavanskaya, Alina V. Melikhova GEOMARKETING RESEARCH ON FAST FOOD CHAINS (AN EXAMPLE OF THE ADMINISTRATIVE DISTRICT OF THE CITY)
DOI: https://doi.org/10.15688/nsr.jvolsu.2023.4.5
Natalya M. Khavanskaya, Candidate of Sciences (Geography), Associate Professor, Department of Geography and Cartography, Volgograd State University, Prosp. Universitetsky, 100, 400062 Volgograd, Russian Federation, This email address is being protected from spambots. You need JavaScript enabled to view it.
Alina V. Melikhova, Student, Department of Geography and Cartography, Volgograd State University, Prosp. Universitetsky, 100, 400062 Volgograd, Russian Federation, This email address is being protected from spambots. You need JavaScript enabled to view it.
Abstract. Geomarketing is a scientific and practical area located at the intersection of geographic information systems (GIS) and marketing strategies for analyzing and understanding spatial aspects of consumer behavior and market dynamics. Geomarketing involves the use of geospatial data and tools to identify and target specific customer segments based on the characteristics of their location. In such applied research, such methods as geoinformation mapping, spatial analysis, and data visualization are used to obtain information about the geography of consumer preferences, shopping patterns, and the location of competitors. In this article, the Sovetsky district of Volgograd is considered a test site for conducting geomarketing research. The properties of the area, such as well-developed infrastructure, proximity to the central part of the city, and the presence of points of interest (POI), can provide a diverse and representative sample for conducting geomarketing research. The subject of the study is the patterns of spatial localization of public catering networks (pancake shops). The use of geoinformation and marketing technologies in the study includes the stages of data collection, processing, and storage, designing their graphical model, and providing geospatial data (graphical, metric, attributive, and semantic) describing the properties of the spatial placement of objects. All the data and objects presented in this article are geographically linked. The study presents its results through analytical maps that showcase pedestrian and automobile accessibility zones of fast-food outlets, points of interest density, infrastructure under construction, direct competitors in relation to rented premises, and the territory’s potential for public catering networks. All of the above makes it possible to conduct a geomarketing study and identify the most favorable location for the placement of a future catering network in the territory of the Sovetsky district of Volgograd.
Key words: geomarketing, spatial analysis, geoinformation systems, isochron method.
Citation. Khavanskaya N.M., Melikhova A.V. Geomarketing Research on Fast Food Chains (An Example of the Administrative District of the City). Prirodnye sistemy i resursy [Natural Systems and Resources], 2023, vol. 13, no. 4, pp. 44-52. (in Russian). DOI: https://doi.org/10.15688/nsr.jvolsu.2023.4.5
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