Penetration Index
Number of Shoppers Divided by Number of Households
Then Multiply by 100,000
Total Amount of Retail Potential
Number of Households x Average Household Income x Amount Spent in that area on retail goods
National Percentage of total income spent on GAFO merchandise is 13%
GAFO - general merchandise, apparel and accesories, furniture and other household goods, and misc.
GAFO Rate
Retail sales on GAFO
Aggregate income in the trade area
(3 of households x average income)
________________________________________
= GAFO Rate
Market Share
Total mall sales volume
(comparable + non-comparable) $200 M
Minus non-GAFO merchandise -$20 M
Total GAFOSales $180 M
Minus non-trade area residents x 75%
GAFO Sales to trade area residents $135 M
Divide by total GAFO potential
for trade area residents $700 M
Share of Market 19%
Shoppers = 78
Households = 9,824
78/9,824 x 100,000
= 794
By weingartenrealty
