أهمية الخصائص الديموغرافية و الخدمات المرغوبة في تجزئة زبائن متاجر التجزئة الغذائية : دراسة ميدانية

Abstract EN

The aim of this study is to determine the importance of demographic characteristics and desired services in food retail customer’s segmentation.

To achieve this purpose, the study questionnaire was distributed to a sample of 100 customers.

After collecting and analysing data acoording to Tow Step Cluster Analysis.

The study found two distinct clusters of customers.

The first group includes 20 customers and the second includes 80 customers.

The study also found that demographic characteristics ( gender, age, education level, activity, income) were not important to distinguish between clusters.

While desired services were important in distinguishing between clusters