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With 80% of customers having some college, a college degree, or beyond, AAFES customers are highly educated, (AAFES, 2008). They research products, and compare prices before entering an AAFES brick and mortar retail facility. Customer’s perception of value varies from best price, to best customer service, to best for the environment. A weak US economy is cutting into customer’s disposable income. AAFES must achieve long-term objectives to remain competitive in the upcoming years.
Economic: “Because consumption patterns are affected by the relative affluence of various market segments, each firm must consider economic trends in the segments that affect its industry,” (Pearce & Robinson, 2004, p...
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