Assessing food retail competitors with a multi-criteria GIS-based method


  • Norat Roig-Tierno Universitat Politècnica de València
  • Amparo Baviera-Puig Universitat Politècnica de València
  • Juan Buitrago-Vera Universitat Politècnica de València
  • Carmen Escriba-Perez Universitat Politècnica de València



Analytical Hierarchy Process (AHP), benchmarking among supermarket, Geographic Information Systems (GIS), multi-criteria decision, geocompetitors


Given the importance of competition in the retail sector, this research builds on spatial interaction theory to develop the competition index (CI). For this, geographic information systems (GIS) and the analytic hierarchy process (AHP) were used. AHP results reveal that key factors to assess competitors relate to location and branding. The proposed method was tested by evaluating 45 supermarkets in the city of Castellón (Spain). Using this method, sales targets can be adapted to each outlet’s individual circumstances.


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Author Biographies

Norat Roig-Tierno, Universitat Politècnica de València

Department of Economics and Social Sciences

ESIC Business & Marketing School

Amparo Baviera-Puig, Universitat Politècnica de València

Department of Economics and Social SciencesSenior Lecturer

Juan Buitrago-Vera, Universitat Politècnica de València

Department of Economics and Social Sciences

Carmen Escriba-Perez, Universitat Politècnica de València

Department of Economics and Social Sciences


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