The argument that socioeconomic variables do not provide an adequate basis for market segmentation of grocery products is disputed. A theoretical framework for segmentation measurement in terms of group behavior is developed and applied to survey data.
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AbstractFocuses on the impact of supercenters on traditional food retailers in four markets, including two small cities (Victoria, Texas; Gainesville, Georgia) and two large cities (Columbus, Ohio; Omaha, Nebraska). Consumer surveys were conducted in order to assess the effects of the entry of Meijer, Wal-Mart, Kmart, and Target supercenters. The results show supercenters can gain from 15 to 20 percent of primary shoppers and an even greater proportion of secondary shoppers. Furthermore, the supercenter primary shoppers, and especially those of Wal-Mart and Meijer, identified low price and assortment more often as the reason for store choice. In comparison, traditional supermarket primary shoppers were less willing to trade off locational convenience or, in some cases, quality and assortment. Wal-Mart is predicted to continue to rapidly gain share at the expense of competitors who do not differentiate themselves in some significant way.
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