Customer behaviour modelling in the Maximum Capture Model

Competitive Location Analysis addresses the issue of optimally locating firms that compete for market shares. It is therefore important to consider the impact of costumers´ behavior and the way they chose to patronize any given firm. Using facilities selections based on the Maximum Capture Model, we introduce three different scenarios to illustrate how assumptions on customers´ choices may alter traditional solution approaches. We assume here that an open facility will attract not all costumers closer to him but a portion of it relatively to the Service Level (SL) available for its customers; the rest of them will choose to patronize a different facility according to shopping attitudes. A comparison between the different approaches is then proposed.