City of Plainfield Market Analysis

Task 3

Specification of Most Probable Users


3.a  Identification of the Market Trading Area

Retail Trading Areas (RTA)

    • 30-minute drive time from Plainfield (purple outline) -- 518,768 households; $149,247 average household income (2023)
    • 45-minute drive time from Plainfield (green outline) -- 1,590,240 households; $141,136 median household income (2023)
30- and 45-minute drive time polygons map

Recommendation: 30-minute drive time distance would seem to be the more natural choice as shoppers and those seeking entertainment opportunities beyond this time frame would have excessive competition from New York City and the close-in Jersey Shore communities. However, the 45-minute drive-time radius is retained as comparison benchmark.

3.b  Consumer Profiles of the Local Market

Based on the City of Plainfield, the 30-minute and 45-minute RTAs, the table and charts below summarizes key points of the consumer market:

City of Plainfield infogrpahics chart