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The worksheet reflects a range of goods so the entire region can be mapped (see the Evaluating <br /> Retail and Service Business Opportunities section for more information on retail goods and their <br /> hierarchy).We also suggest the facilitator bring a map of the region to orient focus group <br /> members.The facilitator also should instruct focus group participants to think not only about <br /> their own shopping habits, but also about where other people living in your community are <br /> likely to shop for these items. Based on participants' answers to questions,the facilitator can <br /> gain a better sense of shopping patterns within and outside of the community. <br /> Steps for Conducting a Consumer Focus Group Trade Area Exercise: <br /> • Assemble a focus group of consumers who reside in your community. <br /> • Explain to participants that the purpose of the exercise is to identify the overall region in <br /> which they do a majority of their shopping and to determine the convenience and <br /> destination trade areas of your business district. Display a map for their orientation. <br /> • Explain that the worksheet includes a range of goods from convenience goods,such as <br /> gasoline,to destination goods,such as furniture. Instruct them to fill out the worksheet <br /> based on their own shopping habits, as well as what they believe are the predominant <br /> shopping habits of others in your community. <br /> • Give participants some time to complete the worksheet on their own before moving to <br /> a group discussion where participants can compare their answers. <br /> • Compile the feedback from the group to define both a convenience and destination <br /> trade area for your community. For each type of trade area: <br /> 1. Identify major retail centers in the region that compete with your downtown. <br /> 2. Draw a line delineating a trade area around each of the competing retail centers. <br /> (See the example map below.) Remember that larger commercial centers(in sales <br /> or number of establishments)typically have larger trade areas. <br /> Illustration of Trade Areas in a Region as Identified by Consumer Focus Group <br /> Competing PNrnar <br /> Trade Area Trade Area Primary <br /> Com <br /> petkn$ Trade Center <br /> Trade Center . v <br /> ° Major Road_ <br /> Trade Region <br /> 9 <br />