This document discusses retail market segmentation and factors to consider when choosing a retail location. There are various location options for retailers, including freestanding isolated stores, being part of a business district, or being part of a shopping center. When choosing a location, retailers should consider the target audience, merchandise, traffic, accessibility, competition, and amenities. Several theories can be used to evaluate potential trade areas, including the Herfindahl-Herschman Index, Index of Retail Saturation, Reilly's Law of Retail Gravitation, Central Place Theory, and Huff's Model. Market segmentation involves dividing the market into distinct groups based on characteristics like geography, demographics, psychographics, and behaviors.