MEASURING THE GENERAL RETAIL TRADING AREA--A CASE STUDY: II.

The article presents a marketing case study designed to determine the geographic distribution of out-of-town merchants by merchants in Charlotte, North Carolina. Researchers compared the number of total checks drawn against Charlotte banks versus the number drawn against other banks to determine whether checks deposited by retail stores could be used as a measure of in-town versus out-of-town sales. Details related to traffic flow, origin-destination studies, and other factors affecting sales are presented. A map showing geographic sales distribution in Charlotte is presented.