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Conforge is one of the world$$s leading casual shoes producers. Its authorized dealership operating in Switzerland has recently decided to open a retail outlet in Zurich. Four existing potential commercial areas have been selected. The location factors considered are: potential market, size of the area, variety of the products sold, estimated position in the area, presence of competing stores, proximity of complementary shops, presence of residential area and workplaces within one km$,$ pedestrian and vehicular traffic and presence of free parking. The potential market is expressed as the quantity of shoes sold to the resident population in the territory, for one year. The position in the area has been evaluated both qualitatively and quantitatively by considering whether the retailer outlet is located in: $($a$)$ a primary area $($i$.$e$.$ the area with an amount of customers between $55\%$ and $70\%$ of the total$),($b$)$ a secondary area $($near the primary area but with a greater distance and amount of customers approximately equal to $1520\%)$ or $($c$)$ a marginal area $($the farthest from the store and such that the amount of customer is approximately $510\%$ of the total$).$ A group of seven experts has assigned a weight to each of the eight location factors and the scores to the four potential sites for each location factor.

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