“…For example, casual restaurants attract customers not solely based on convenience of location but also on other factors such as price, cleanliness, service, cuisine type, and food quality (Kincaid et al, 2010). Thus, according to this theory what is transacted is more important than where the transaction occurs within a given set of isochrones that determine the competitive area (Litz and Rajaguru, 2008;Ryan, 1999).…”