A prototype store choice and location modelling system using Dempster–Shafer theory

This paper concerns the study of destination choice modelling, more specifically identifying within some area (e.g. a city) the region where a particular store is the most favourable to be visited by individuals. An influence measure is constructed for each individual, which incorporates the technique known as Dempster–Shafer theory. Based on the evidence of the shopping destinations of individuals, geographical regions are found for levels of largest belief and plausibility (within Dempster–Shafer theory) for specific stores being the most favourable to visit. Additionally, this method may be used to identify the possible position of new stores, based on regions of most uncertainty or conflict in store choice. A prototype choice modelling system is introduced to enable the series of associated results to be easily visualized and analysed.