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Gravity Modeling <br /> Gravity modeling provides an additional method for examining competition and potential <br /> shopping patterns around a business district. In simple terms, a gravity model attempts to <br /> predict the probability that a customer will shop at a given commercial center.The model <br /> accounts for the distribution and attractiveness of competing business districts,along with <br /> distance a customer will have to travel to each district. For this analysis, estimates of retail sales <br /> for existing retail concentrations can be used as a proxy for a business district's attractiveness. <br /> The example map of gravity modeling shows the results of a downtown Milwaukee gravity <br /> analysis. Specifically, the map shows the probability(i.e., percent chance)that a consumer living <br /> in a given area will choose downtown Milwaukee over another competing business district.As <br /> one would expect, residents living in areas closest to downtown Milwaukee have the highest <br /> probability of shopping downtown. <br /> Example of Map Illustrating Gravity Modeling <br /> Downtown Milwaukee Gravity Model Results <br /> aim 1 ..� <br /> __ \ I C ,� r��. 'soli_ <br /> \--- 1 , r 7 , sk <br /> r <br /> - - 1 I <br /> Imo : ] si.- <br /> + <br /> .w <br /> tt 7 (1/ / * <br /> I <br /> P obaboof a s Con.uwa tbbbS..t -. ' i x <br /> — <br /> YAwaeie•M/Nw to OlMt AO.I.. ._ <br /> 10 T%1 20.0► - q.I%fit Moe •,-T.. . <br /> 20tglb]0Ol <br /> ,y <br /> wolf{&sumo, L <br /> k . NI <br /> .''=Low4.14 Acorn tnpllvily::1 Plg y e.r Skim clam FffInibD ._ _ smi -Woe <br /> Return to top <br /> 15 <br />