Decide in which of four shopping centers

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Reference no: EM13218773

Nina is trying to decide in which of four shopping centers to locate her new boutique. Some cater to a higher class of clientele than others, some are in an indoor mall, some have a much greater volume than others, and of course, rent varies considerably. Because of the nature of her store, she has decided that the class of clientele is the most important consideration. Following this, however, she must pay attention to her expenses, and rent is a major item - probably 90% as important as clientele. An indoor, temperature-controlled mall is a big help for stores such as hers where 70% of sales are from passerbyes slowly strolling and window shopping. Thus, she rates this as about 95% as important as rent. Last, a higher volume of shoppers means more potential sales; she this rates this factor as 80% as important as rent.

As an aid in visualizing her location alternatives, she has constructed the following table. A "good" is scored as 3, "fair" as 2, "poor" as 1. Using a weighted scoring model, which location should Nina pick?

Criteria
Location 1
Location 2
Location 3
Location 4

Class of Clientele
fair
good
poor
good

Rent
good
fair
poor
good

Indoor Mall
good
poor
good
poor

Volume
good
fair
good
poor

Location 1
Location 2
Location 3
Location 4
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Reference no: EM13218773

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