huff 1.3.0

huff: Huff Model Market Area Analysis

huff: Huff Model Market Area Analysis

Author

Thomas Wieland ORCID EMail

See the /tests directory for usage examples of most of the included functions.

Features

• Huff Model:
  • Defining origins and destinations with weightings
  • Creating interaction matrix from origins and destinations
  • Market simulation with basic Huff Model
• Multiplicative Competitive Interaction Model:
  • Log-centering transformation of interaction matrix
  • Fitting MCI model with >= 2 independent variables
  • MCI model market simulation
• GIS tools:
  • OpenRouteService Client (1):
    • Creating transport costs matrix from origins and destinations
    • Creating isochrones from origins and destinations
  • OpenStreetMap Client (2):
    • Creating simple maps with OSM basemap
  • Other GIS tools:
    • Creating buffers from geodata
    • Spatial join with with statistics
    • Creating euclidean distance matrix from origins and destinations
    • Overlay-difference analysis of polygons
• Data management tools:
  • Loading own interaction matrix for analysis
  • Creating origins/destinations objects from point geodata

(1) © openrouteservice.org by HeiGIT | Map data © OpenStreetMap contributors | https://openrouteservice.org/ (2) © OpenStreetMap contributors | available under the Open Database License | https://www.openstreetmap.org/

Literature

• Huff DL (1962) Determination of Intra-Urban Retail Trade Areas.
• Huff DL (1964) Defining and estimating a trading area. Journal of Marketing 28(4): 34–38. 10.2307/1249154
• Huff DL, McCallum BM (2008) Calibrating the Huff Model using ArcGIS Business Analyst. ESRI White Paper, September 2008. https://www.esri.com/library/whitepapers/pdfs/calibrating-huff-model.pdf.
• De Beule M, Van den Poel D, Van de Weghe N (2014) An extended Huff-model for robustly benchmarking and predicting retail network performance. Applied Geography 46(1): 80–89. 10.1016/j.apgeog.2013.09.026
• Nakanishi M, Cooper LG (1974) Parameter estimation for a Multiplicative Competitive Interaction Model: Least squares approach. Journal of Marketing Research 11(3): 303–311. 10.2307/3151146.
• Nakanishi M, Cooper LG (1982) Technical Note — Simplified Estimation Procedures for MCI Models. Marketing Science 1(3): 314-322. 10.1287/mksc.1.3.314
• Wieland T (2017) Market Area Analysis for Retail and Service Locations with MCI. R Journal 9(1): 298-323. 10.32614/RJ-2017-020
• Wieland T (2018) A Hurdle Model Approach of Store Choice and Market Area Analysis in Grocery Retailing. Papers in Applied Geography 4(4): 370-389. 10.1080/23754931.2018.1519458
• Wieland T (2023) Spatial shopping behavior during the Corona pandemic: insights from a micro-econometric store choice model for consumer electronics and furniture retailing in Germany. Journal of Geographical Systems 25(2): 291–326. 10.1007/s10109-023-00408-x

Installation

To install the package, use pip:

pip install huff