SEGMENTATION OF SUPERMARKET SHOPPERS BASED ON THEIR SATISFACTION WITH SALES STAFF AND STORE DESIGN: MULTIVARIANCE ANALYSIS

The aim of this study – based on the shoppers’ attitudes towards sales staff and store design – is to identify by using multivariance techniques some factors that may be used as a basis for market segmentation. Empirical research has been carried out on the sample of 15 supermarkets. In each store, 25 consumers were interviewed. Keeping in mind the issues and goals of the research, three hypotheses were formed. Three factors were identified by using the factor analysis (functional factors, atmospheric factors and personal factors), which were subsequently used as basic segmentation variables. Cluster analysis singled out three segments: satisfied with functional aspect, satisfied primarily with atmospherics and personal factors, and particularly dissatisfi ed with functional factors. To describe them better, demographic and behavioral variables were employed, as well as indicator of shoppers’ attitudes towards purchasing. The research results confi rmed the starting hypotheses and showed that retailers have to make changes if they want to be competitive in serving all the three segments. For that purpose those retailers were provided with suitable suggestions.