Correspondence: Stuart C. Strother, Azusa Pacific University, 901 E. Alosta Avenue, Azusa, CA 91702, USA. E-mail: sstrother@apu.edu

¹is Professor of Economics at Azusa Pacific University.

²is an adjunct professor of Business at Azusa Pacific University and a PhD student at International School of Management.

³is a student of international business at Azusa Pacific University.

Received 10 January 2009; Revised 10 January 2009.

Abstract

In the pursuit of economic development, cities can gain significant advantages by assessing their retail market in relation to the local demand. Having the right composition of retail firms maximises economic strength and growth by minimising retail leakage. Four methods of estimating the size and scope of a city's retail market in relation to resident consumer demand are discussed and modelled in this paper using the city of Azusa, California as a case study. The first three estimation methods use government data and the fourth method uses surveys of institutionalised populations not reflected in government data because of their non-resident status. The resulting retail estimations are an effective tool for city planners and developers to recruit appropriate retailers to a city.