Huff's Law

Huff's retail model (1963) assumes that customers have a choice to patron a location in view of other alternatives and thus a market area is expressed as probabilities (unless there are no other alternative locations). The point of indifference becomes the point of equal probability that a customer will patron one location or another. On the above figure, a customer has a greater chance (0.71) to patron location A at the mid point than patron location B (0.29). The advantage of Huff's retail model is that it leaves room for customer choice.

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