Market segmentation, targeting and positioning strategies by supermarkets: the case of Tanzania.

The study had four specific objectives: to evaluate overall attitude of customers towards supermarket products, to investigate the issues that dissatisfies customers of supermarkets, to analyse the management decision processes on the marketing strategy in Tanzanian supermarkets and to uncover other important factors behind performance of supermarkets. Findings of the research show that supermarkets provide better customer service as compared to other corner shops. To the great extent customers prefer to purchase from supermarket during sales promotion. The aspects of product assortment satisfy most supermarket customers. There is a strong relationship between quality of service and product purchased and customer satisfaction and this contribute significantly to supermarket usage. A supermarket as an industry has not found a pertinent way of effective communication to Tanzanian environment. Conclusively, it is evident that in order to provide products and services that would satisfy customers, supermarkets need to understand well their customers and segment them according to their specific needs, thus serving them better than their competitors.