Chapter 14 Geomarketing

People are fundamental to location analysis, in particular where they are likely to spend their time and other resources.

Humans tend to congregate in certain places, creating economic niches (and high land prices).

The main task of location analysis is to find out, based on available data, where such ‘optimal locations’ are for specific services.

Typical research questions include:

• Where do target groups live and which areas do they frequent?
• Where are competing stores or services located?
• How many people can easily reach specific stores?
• Do existing services over- or under-utilize the market potential?
• What is the market share of a company in a specific area?

library(sf)
library(dplyr)
library(ggplot2)
library(purrr)
library(terra)
library(osmdata)

## Data (c) OpenStreetMap contributors, ODbL 1.0. https://www.openstreetmap.org/copyright

library(spDataLarge)
library(tmap)
library(mapview)

tmap_mode("plot")

## tmap mode set to plotting