.2&$(/øh1ø9(56ø7(6ø626<$/%ø/ø0/(5(167ø7h6høù/(70($1$%ø/ø0'$/,h5(7ø0<g1(7ø0ø9(3$=$5/$0$<h.6(./ø6$16352*5$0,STORE LOCATION IN RETAILING ANDA SAMPLE APPLICATION IN KOCAELIABSTRACTLocation decisions related to retailers are important in developing a sustainablecompetitive advantage. Creating time and place utility in retail sales essentiallydepends on quality of location. In many cases, a store?s location is the most importantfactor in a customer?s store choice. Retailers can change their pricing, merchandising,service or promotional strategies within a relatively short period of time. However,they can not change their location so easily or quickly. Location decisions involvelong-term investments. Thus, retailers with excellent locations have a strategicadvantage not easily copied by competitors. Decision of location selection requiresextensive analysis. Retailer?s location decision breaks into three levels: regionalanalysis, trade area analysis and site analysis. Regional analysis is a through study todetermine a country or a region in which retailer operates. A trade area is ageographic sector that contains potential customers for a particular retailer orshopping center. Finally, the decisions related to a specific site in this trade area areexamined. This research consists of three sections. In the first section, retailing,classification of retail establishments and store location are examined. In the contextof choosing a store location the process related to country and region analysis, tradearea analysis and site analysis has been studied. In the second section, AnalogApproach has been applied to estimate sales of a new store. To supply data requiredto apply analog approach, customer survey method has been used. In the thirdsection, conclusion and suggestions related to the research are available.: HÜLYA ALPAY7H]L+D]ÃUOD/DQ: Yrd.Doç.Dr. KENAN AYDIN7H]'DQÃúPDQÃTez Kabul Tarih ve No : 28.06.2006, 2006/12JüriÜyeleri : Yrd.Doç.Dr. KENAN AYDIN3URI'U$+$0'øø6/$02ö/83URI'U*h/7(.ø152'23/8.

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