Assessing Retail Potential of Chicken Meat in Hyderabad Using Geographical Information System

In this study, a geographic information system (GIS)-based decision support system (DSS) for assessing the retail potential of chicken meat in Hyderabad, Telangana, India is developed through various analyses namely, demographic analysis, competitor analysis and consumer preference analysis. This GIS-assisted DSS interactively explores the use of GIS in addressing critical strategic decisions, like where to locate a new retail outlet, or whether to close any existing retail outlets in overcrowded markets. The rapidly expanding consumer base in the city, and its changing food dietary patterns with growing incomes, make GIS a potential tool to analyse the markets and complex consumer behaviour, to facilitate the strategic decision-making by the retailers. With integration of the poultry industry and presence of a good number of organised players, chicken retail is seen as a major new business opportunity to drive revenues. Our study helps the retailers to gain competitive advantage through GIS to formulate their business plans and to analyse marketing strategies for chicken meat retailing.