In the Taiwanese city of Kaohsiung a category killer may have a store in the northern part of town in the district called Nanzih and the management would name its outlet after the district: Nanzih Store. In this case the problem would be that many target customers living just 7 or 8 minutes away would not shop there, for reasons in large part psychological and first-degree. Because they live in Zuoying district, for example, they will feel that if the store is in another district, it is probably cumbersome to go all the way.