%L theses_frw4094
%D 2022
%A Rick Plegt
%X This study aims to gain a better understanding of the relationship between site selection and cannibalization of local market share, by means of a case study of an EMS-Gym in the city of Groningen, the Netherlands. In this research, quantitative research in the form of a questionnaire, held among current customers of COBRA FIT, is conducted. 35 respondents were given the choice between the current location and a provided test location, in order to test whether or not customers would leave the current location for the new location if one opened. The results of this questionnaire, in combination with existing literature on site selection, site selection for sport facilities and market cannibalization, are used to contribute to filling the research gap of the relationship between market cannibalization and site selection. It is concluded that cannibalization of market share will occur in the case of COBRA FIT, showing that cannibalization is a phenomenon that needs to be taken into consideration in their site selection. A binary logistic regression has been performed in order to test if respondents answered the questions solely based on their distance to a certain location, which turned out to be significant.
%T Site selection and its relation to cannibalization of local market share