How to expand and retain the customer base for a supermarket

Abstract or Summary

A supermarket in Hamilton, has a major customer base of Chinese. However, relying on a single customer base will not be able to meet the future development of the supermarket. The main purpose of this paper is to expand and retain customer base for the supermarket, and through understanding and analysing the buying habit and product preference of local customers such as Kiwi. Results indicated that the advertising platform and the form used by the supermarket cannot effectively attract the attention of local customers. Likewise, local customer believe that environment and product quality are two very important elements of supermarket. However, the results indicated that the environment and product quality of the supermarket does not make local customer feel high satisfied. In addition, according to the research results, to improve product differentiation competitive advantage can not only help the supermarket to save costs, but also can help the supermarket to reach product varieties, to adapt the needs of more local customers, and then to expand and retain customer base for the supermarket.