In this study we analyze some reasons by which customers go to supermarkets regularly such as: price of products, establishment location, quick responsiveness, quality of service, variety of products, parking lot, and others. Using multivariate statistical analysis, the relevance of each reason in contrast with others, and their relative importance were verified. As a result, it was observed that quick responsiveness has an important role compared to others for the customer service level. Through the hierarchical cluster and correspondence analysis, it was possible to associate reasons with groups and reasons with factors. The level of the customers' education was associated with the factors that lead them to go regularly to the place. This is an interesting observation since in Brazil there is a significant relationship between income and education. The study was carried out in a supermarket in Sao Paulo State; therefore, this is a case study thus presenting inferential limitations.
Supermarkets; Quick responsiveness; Cluster analysis; Correspondence analysis
