Sweats and Sweaters is a small chain of stores specializing in casual cotton clothing. The company currently has five stores in British Columbia and Alberta, and it wants to open a new store in one of four new mall locations in the Greater Vancouver area. The company has hired a consulting firm to help it decide where to locate its new store. The company has indicated five factors that are important to its decision, including proximity of a college, community median income, mall vehicle traffic flow and parking, quality and number of stores in the mall, and proximity of other malls or shopping areas. The consulting firm had the company weight the importance of each factor. The consultants visited each potential location and rated them according to each factor, as follows.

Given that all sites have basically the same leasing costs and labour and operating costs, recommend a location based on the rating factors.

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Scores (0 to 100) Location Factor Weight Mall1 Mall 2 Mall 3 Mall 4 0.30 College proximity 40 60 90 50 Median income 0.25 75 80 75 70 Vehicle traffic 0.25 60 90 79 74 Mall quality and size 06 90 0.10 100 80 90 Proximity of other 0.10 80 30 60 70 shopping