Hypermarket Segmentation based on Lifestyle Criteria of VALS, to Identify the Customers' Requirements Using Kano Model and Prioritize Their Motivational Needs Using DANP (DEMATEL and ANP) Case Study: Daily Chain hypermarket

The purpose of this research is to segment the hypermarket market according to the lifestyle of VALS and identify their needs. In this research, hypermarket customers were first classified according to the VALS lifestyle model; in the second step, the needs of each of the lifestyle categories were determined according to the Kano model; and in the last step, to determine the dominant lifestyle needs of store managers, the motivational needs of the dominant group were prioritized and weighted according to the three indicators of customer satisfaction, customer dissatisfaction, and implementation cost using the combination of DEMATEL and ANP techniques. To carry out the work, after identifying the needs of the customers of the store based on the theoretical basis and the opinions of the customers, two types of questionnaires were designed, and according to Cochran's formula, 400 questionnaires were distributed among the customers of the Daily Market store and 210 items were collected. In the final step, a questionnaire was given to store managers to implement the motivational needs of dominant customers so that they could prioritize the implementation of each need according to the store's facilities. The results indicated that the dominant group in this hypermarket has a hardworking lifestyle, that the features of product arrangement, appropriate behavior of employees, and clean environment are among the basic needs; diversity, quality, the performance of cashiers, the level of information of employees and neatness are among the functional needs and discounts, paper envelopes, online sales, having parking and courier are among the motivational needs for them. Also, according to the facilities and infrastructure of the store and the opinions of its managers, it was determined that the need to have a courier is one of the most important motivational needs that should be prioritized to implement and implement so that more audiences will have the desire to buy from this store.