APPLICATION OF THE HUFF MODEL IN A LOCATION ELECTION

U radu je prikazan način na koji se donosi odluka o izboru lokacije za novi poslovni projekt, a upotrebljen je primjer otvaranja novih trgovačkih centara. Detaljnije je pojašnjen Huffov model izbora lokacije no ukratko su još prikazani i drugi modeli u sažetom obliku, a kako bi se stekao uvid u njihove sličnosti i različitosti. Naglasak rada je na prikazu Huffova modela izbora lokacije za trgovačke centre na primjeru Grada Zagreba. U svrhu navedenoga, proveden je i anketni upitnik na temu vjerojatnosti odabira određenog trgovačkog centra za posjet u Gradu Zagrebu. Isto tako, obrađena je i tema začetka trgovačkih centara u SAD-u i način izbora lokacija na primjeru dviju saveznih država, Nevade i Minnesote. Metode prikupljanja podataka za ovaj rad su uglavnom utemeljene na stručnoj literaturi i podacima dostupnima na Internetu. Zaključak rada doveo je do očekivanih rezultata, a to je da izbor lokacije uvelike ovisi o ponudi i potražnji na pojedinom prostoru. Koje elemente pritom dodatno istražiti ovisi o tržištu na kojemu se objekt nalazi i model izbora lokacije koji se primjenjuje.This master's thesis shows the way how to make a decision regarding of location for new business project and uses an example of opening new shopping centers. Huff's location selection model is explained in more detail, but also other models have been presented briefly to gain insights into their similarities and differences. The emphasis is on the presentation of Huff's location selection model for shopping malls on the example of the city of Zagreb. For the purpose of the above, a questionnaire was also conducted on the probability of selecting a particular shopping center to visit in Zagreb. It's also discussed the topic of the beginning of shopping centers in the United States and how to choose location on the example of two federal states, Nevada and Minnesota. Data collection methods for this master's thesis are based largely on the professional literature and data available on the Internet. The conclusion of this master's thesis has led to the expected results which is that the choice of location depends largely on the supply and demand of the given area. Which elements to explore further depends on the market in which the object is located and the location selection model that is being applied