Abstract
This study aimed to identify differences between the selection criteria used by supermarket consumer segments that have different geographic and demographic characteristics among themselves. To achieve this objective, a field survey was developed, with a sample of 750 individuals. For data analysis, discriminant analysis was developed, with the following geographic and demographic variables: gender, education level, the lifecycle of customers and the number of inhabitants of the city where consumers lived. Analyzing the results, it was possible to formulate twelve propositions related to the selection criteria used by specific supermarket consumer groups. Key words: Brazilian supermarkets, discriminant analysis, consumer behavior, selection criteria.
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