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The study deals with the interpretation of selected relationships that affect the economic prosperity of a business entity from the perspective of area of shopping gravitation analysis and the application of a targeted and effective communication strategy in its determined territorial scope. The aim is to highlight the relevance of the communication of incumbents as well as to understand the principle of the area of shopping gravitation in which the effectiveness of the communication strategy can be maximized. The research is based on the interpretation of a representative sample of respondents within a certain temporal and spatial interface conducted in the Slovak Republic and is applicable to commercial entities. The output of the study will be an approximation of the area of shopping gravitation based on the relevant research data and the general interpretation of the author's team.

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The Relevance of Market Communication Through the Lens of Shopping Gravitation: Spatial Analysis as a Tool for Marketing Decision-Making

  • 会议论文

  • 发表日期：

    2026年

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  • Tomáš Fašiang,
  • Alena Kusá,
  • Patrícia Beličková

摘要

The study deals with the interpretation of selected relationships that affect the economic prosperity of a business entity from the perspective of area of shopping gravitation analysis and the application of a targeted and effective communication strategy in its determined territorial scope. The aim is to highlight the relevance of the communication of incumbents as well as to understand the principle of the area of shopping gravitation in which the effectiveness of the communication strategy can be maximized. The research is based on the interpretation of a representative sample of respondents within a certain temporal and spatial interface conducted in the Slovak Republic and is applicable to commercial entities. The output of the study will be an approximation of the area of shopping gravitation based on the relevant research data and the general interpretation of the author's team.