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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Modeling the Catchment Areas of Retail Enterprises: A Geoinformation Approach
Pomortseva О. Y., Petrova A. Y.

Pomortseva, Оlena Ye., and Petrova, Anzhela Yu. (2026) “Modeling the Catchment Areas of Retail Enterprises: A Geoinformation Approach.” Business Inform 4:136–144.
https://doi.org/10.32983/2222-4459-2026-4-136-144

Section: Information Technologies in the Economy

Article is written in Ukrainian
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UDC 332.7+338.5

Abstract:
The article addresses the current problem of modeling the catchment areas of commercial enterprises. The subject of the study is the ANC pharmacy network in the city of Kharkiv. The aim of the article is to develop and test a geoinformation approach to determining potential catchment areas of retail outlets based on the construction of Voronoi polygons. During the study, a geoinformation approach was developed and tested to determine the nearby catchment areas of retail outlets using the example of the ANC pharmacy network in the city of Kharkiv. The task of the article is to examine the possibility of applying the Voronoi (Thiessen) polygon method for modeling the catchment areas of commercial facilities. Patterns of the formation of boundaries and spatial parameters of retail outlets’ catchment areas were analyzed, and the possibilities of using geoinformation systems for spatial analysis of the placement of retail enterprises were considered. The involvement of the spatial component for analyzing influence zones was carried out using free software – the geographic information system Quantum GIS. Using this geoinformation system, a Voronoi diagram was constructed for the ANC pharmacy network in the city of Kharkiv, and potential nearby influence zones of the retail outlets were determined. Thanks to the visualization of the competitive environment and its representation on the map, that is, the introduction of the spatial factor, the situation that has developed in this network became clear. If necessary, management will be able to make the right managerial decision regarding the spatial organization of the network business or a more detailed study of the situation using the isochrone method, which takes into account the transport network, or the use of gravity models. The obtained results can be useful for retail business owners and when analyzing the spatial structure of retail networks, determining potential influence zones of retail outlets, and substantiating decisions regarding their further development.

Keywords: geoinformation system; modeling; spatial distribution; urban trade geography; geomarketing; service area.

Fig.: 4. Formulae: 7. Bibl.: 13.

Pomortseva Оlena Ye. – Candidate of Sciences (Engineering), Associate Professor, Associate Professor, Department of Economic Cybernetics and Applied Economics, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Petrova Anzhela Yu. – Candidate of Sciences (Physics and Mathematics), Associate Professor, Department of Economic Cybernetics and Applied Economics, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

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