Spatial Analysis for Better Marketing Decisions with Special Focus on Consumer Behaviour Patterns

Abstract

The study explores the pivotal role of Geographic Information Systems (GIS) in shaping marketing decisions, with a special emphasis on consumer behaviour patterns. Distinct studies are scrutinized, spanning diverse applications of GIS in marketing, from spatial consumer behaviour in small towns to the visualization of consumer sales promotions. The analysis encompasses the integration of GIS with methodologies such as spatial point pattern analysis, kernel density estimation, and RFID systems, offering insights into optimal retail site locations, consumer preferences in shopping centers, and the spatial distribution of data. The findings underscore GIS's capacity to enhance decision-making processes, offering a valuable resource for marketers seeking to leverage spatial intelligence for strategic advantage.