Equations

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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%