GEO-DEMOGRAPHIC INFORMATION MODEL FOR LOCATION OF CONVENIENCE SHOPS: A GIS PERSPECTIVE CASE STUDY ON A04 TRUNK ROAD, MAHARAGAMA, SRI LANKA

Abstract

The large volume of commuter movements on trunk roads opens an avenue for potential development for convenience shops. Location suitability based on “intuitive expertness” or "look and feel” of the property is not an option due to heterogeneity on geo-demographic, economic and social features of a built-up environment; a scientific approach is required. The model was designed for part of A04 trunk road; the main access to Southern Expressway (E1) and suburban Colombo. It is based on criteria derived from expert opinion; marketing managers of convenience shops, real estate specialists and town planners are included in this opinion panel; the views of the general public were also taken into account on assigning composite weights. Geographic Information System (GIS), as a multipurpose tool in spatial analysis and visualization, was used as a scientific tool in this modeling process. The multi-criteria, namely population density, optimum plot size, proximity to main road, proximity to town centre, side of the road, distance from own and competitor outlet, and land value were used in the spatial analysis process. The results were categorized as “most suitable”, “suitable”: and “not suitable” plots for convenience shops within either sides of A04 trunk road (part). Finally, the study validated the results with expert reviews and zoning regulations of Sri Lanka.

Keywords: convenience shop, multi criteria model, expert choice, Geographic Information System, (GIS), Geo-demographic, Information

For full Paper: fmscresearch@sjp.ac.lk