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security property could capture approximately 75% of total sales in the area. Tbs Sales Management Guide reported buying habits in this area are 25% of disposable income for groceries, 10% for department stores, 7. 5% for variety and general merchandise and 3% for drug items. Therefore, dollar potential for those items is indicated as follows:
Groceries
Department
Variety and-General Merchandise
$75, 000, 000 X 25% c $18, 750, 000 $75,000,000 X 10% = $ —75Q?0130~ 7'5&0.000
$75,000,000 X7.5%=	$	5,	625,000
Drug	-	$75,000,000 X 4% =	$	2,250,000
A closer analysis reveals that the primary trade area will consume approximately 4, 603 households. As aforementioned, we know that the per household effective buying income is $6, 790. 00. Therefore, a total effective purchasing power of $31, 250, 000. 00 exists in the primary trade area. We further considered that the Edgewater Plaza could capture about 60% of this buying income which would represent $18, 750, 000. 00.
We also know, according to Sales Management, that there is an additional $165, 000, 000 + per household disposable income beyond the immediate and primary market areas that lie within the five county general market area. It would seem reasonable to suppose that the subject property could capture at least 30% of these dollars or an additional $49, 500, 000. 00
In addition, an important market hither-to unmentioned in terms of the Edscwater Plaza is the dollars spent by the tourist and convention trade which amount to approximately $125, 000, COO to $150, 000, 000 a year. We know according to studies made by the American Automobile Association that 25% of these dollars
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