This document outlines the analysis of potential locations in Worcester County, Massachusetts for a new Price Chopper supermarket. The objective is to identify 3 primary locations and 4 backup locations by analyzing demographic and geographic factors like population density, median income, proximity to roads and gas stations, and competition. Potential areas are identified and their components are analyzed in detail to select the best sites. GIS tools are used to display and analyze data layers. Limitations include outdated data and a lack of direct input from Price Chopper.

1. New Price Chopper Site
Selection
in Worcester County,
Massachusetts
Yun Shi
Intro GIS

2.  Presentation Outline
 Introduction
 Objective
 Premise
 Data
 Potential Area Analysis
 GIS Tools Used
 Limitation
 Things Learned

3.  Introduction
 Price Chopper is a median size chain supermarkets in
New England, New York, and Pennsylvania that
attempt at convenience retailing.
 This project assumes that Price Chopper is going to
open a new store in Worcester County, MA.
 The new site should attract median income customers
by its proximity to population, income, traffic, and
buildable area.

4.  Identify potential locations in Worcester County for a
new Price Chopper store.
 Define land use status of potential areas.
 Analyze all potential locations demographic and
geographic components thus conclude their market
potential.
 Determine 3 locations with most potential and 4 back-
up plans.
 Objective

5.  Price Chopper Store Location Requirements
 Area with high population and average median income
of $35,000—$55,000. (Target Customer Analysis)
 Not located in another Price Chopper store’s coverage
and main competitors’ coverage.
 Close to primary or secondary roads.
 Within 3 miles distance from a Sunoco gas station.
 Premise

6.  MassGIS Data
(www.mass.gov/mgis)
 Massachusetts County
Boundary
 Census 2010 Town
boundary
 Census 2000 Blockgroups
 Census 2010 TIGER Roads
 Census 2000 Population
Data
 Census 2000 Income Data
 Land Use 2005 Data
 GoogleMap
 Existing Price Chopper
locations
 Sunoco Locations
 Shaw’s locations
 Data

7.  Target County

8.  Target County
Population
Analysis
Price Chopper targets
area with population
of10,000 and more in
order to gain a larger
customer base.

9.  Target County
Median Income
Analysis
Price Chopper ,as
convenient super
markets, targets
customers with
average median
income of $35,000---
$55,000 per year.

11.  Select Area
• Purpose of New
Price Chopper
Store: Expand
Coverage.
• Select Area
without Price
Chopper
coverage for new
store.

12.  Four Featured
potential Area
for further
analysis

15.  Potential Area components for
analysis
• Land Use: commercial land
• Traffic: Near Primary or Secondary Roads
• Population: High or Median Resident Density
• Within 3-mile coverage of any Sunoco Gas Station.
• Competitor: Primary competitor--Shaw’s
• Other stores: attract customers

25.  Selected Sites
Area Address City Zip Resident Density Major Road Competitor
Other
Stores
1C Carriage Ct
Leomins
ter 01453 High & Medium Secondary Road None Yes
2C 650 N Main St
Leomins
ter 01454
High, Medium& Multi-
Family
Cross of
Secondary Roads None Yes
3C The Mall at Whitney Field
Leomins
ter 01455 High & Multi-Family
Cross of
Secondary Roads CVS, Market Basket Yes
4C 567 John Fitch Hwy
Fitchbur
g 01420 High & Medium Secondary Road CVS Yes
5C 306 Summer St
Fitchbur
g 01421 High & Multi-Family Road None Yes
6C 321-355 Central St
Leomins
ter 01453 High & Medium Secondary Road None Yes
7C 647-714 Central St
Leomins
ter 01454
High, Medium& Multi-
Family Secondary Road None No
8B 100 West St Gardner 01440 High & Multi-Family
Cross of
Secondary Roads Family Dollar No
9B 101 Mechanic St Gardner 01441
Medium & Multi-
Family
Cross of
Secondary Roads None No
10B 260 S Main St Gardner 01442
Medium & Multi-
Family Secondary Road None No
11D 264 High St Clinton 01510 High & Multi-Family
Cross of
Secondary Roads None No
12D 744-780 Main St Clinton 01511
High, Medium& Multi-
Family
Cross of
Secondary Roads
Walgreens &
Clinton Hannaford Supermarket No

26.  Sites with most potentials:
 Backup Sites:
Area Address City Zip Resident Density Major Road Competitor
Other
Stores
1C Carriage Ct Leominster 01453 High & Medium Secondary RoadNone Yes
2C
321-355 Central
St Leominster 01453 High & Medium Secondary RoadNone Yes
3C 306 Summer St Fitchburg 01421
High & Multi-
Family Road None Yes
Area Address City Zipcode Resident Density Major Road Competitor
Other
Stores
1C 650 N Main St Leominster 01454 High, Medium& Multi-Family
Cross of
Secondary Roads None Yes
2C
647-714 Central
St Leominster 01454 High, Medium& Multi-Family Secondary Road None No
3B 101 Mechanic St Gardner 01441 Medium & Multi-Family
Cross of
Secondary Roads None No
4D 264 High St Clinton 01510 High & Multi-Family
Cross of
Secondary Roads None No
 Selected Sites

28.  GIS Tools Used
 Altered Data layers
 Symbolized in different colors, styles to best present data
 Selection by Attribute and Selection by Location
 Created attribute table and joined to tables
 Used ArcCatalog to introduce new data into project
 Clipped layers
 Multiple buffer rings
 Geoprocessed data
 Used Draw tools to amend data
 Use Open Street Map as base map to identify site loction

29.  Limitations
 Data not up-to-date ( 2000 Census Data and 2005
Landuse Data)
 No first hand data from Price Chopper. In a real
situation there would be more information that need to
be considered. ( Analyze current customer, researches
on potential competitors, etc.)
 Land use analysis should be more detailed. (Consider
components like space, buildable or not, etc. )

30.  Learned
 How to use data from GoogleMap and Geoprocess
them to display on map.
 Using different tools to isolate the overlay area from
two layers.
 How to better display all the components on a map.
 How to display more than one map layers on a map.
 Finding perfect data is always impossible and painful.
 Discovering new tools is always exciting.