Determining Market Areas Captured by Competitive Facilities: A Continuous Equilibrium Modeling Approach

Many existing models concerning locations and market areas of competitive facilities assume that customers patronize a facility based on distance to that facility, or perhaps on a function of distances between the customer and the different facilities available. Customers are generally assumed to be located at certain discrete demand points in a two-dimensional space, or continuously distributed over a one-dimensional line segment. In this paper these assumptions are relaxed by employment of a continuum optimization model to characterize the equilibrium choice behavior of customers for a given set of competitive facilities over a heterogeneous two-dimensional space. Customers are assumed to be scattered continuously over the space and each customer is assumed to choose a facility based on both congested travel time to the facility and on the attributes of the facility. The model is formulated as a calculus of variations problem and its optimality conditions are shown to be equivalent to the spatial customer-choice equilibrium conditions. An efficient numerical method using finite element technique is proposed and illustrated with a numerical example.