Abstract

This paper estimated the market shares of four shopping centres/super markets within the Tamale metropolis in Ghana. It employed the Huff model: a probabilistic gravitational model adopted as alternative in the computation and estimation of probabilities and attractiveness as well as the distance in mileage covered by prospective customers to the shopping centres/super markets. The research revealed that 75% of the shopping centres did not have the capacity to compute their own market shares. The computational analysis of four supermarkets under the study are as follows: Supermarket A: 33% market share, Supermarket B: 28% market share, Supermarket C 22% market share and Supermarket D: 17% market share. The paper emphasizes the need for managers of shopping centres/supermarkets to apply tested and proven scientific methods to compute their market shares.

Key words: Grocery industry, Huff model, estimation of market shares, supermarkets in Tamale - Ghana.