Al-Fatah is the leading departmental store chain in Pakistan serving since 1941. Al-Fatah has been offering the widest range of assortment of products to its customers since establishment and has a reputation of being among the pioneer stores to bring imported variety in Pakistan. From grocery to crockery, garments to jewelry, toys to kids wear, kitchenware to ornaments, electronic gadgets to fitness equipment, beauty products to health care accessories our valuable customers find each and every product of the best quality at our stores. Al-Fatah has been the most trustworthy shopping destination for more than 76 years to fulfill the needs of customers, which has resulted in Al-Fatah, becoming a destination where generations stop to shop every day. While our routines may have become slow, life under lock down has not stopped; we have just had to work around new guidelines and restrictions. As most significant changes we are seeing in consumer behavior as the result of COVID-19. There is a dramatic reduction in most discretionary spending, which has serious consequences for most of the industries, such as clothing, footwear, accessories, restaurants, travel, and entertainment out of home. the Lock down situation has made all of us to stay-at-home or shelter-in-place orders around the nation, they are likely to continue reduced spending patterns in these and other product categories. If we talk about the grocery industry. Millions of customers walk into grocery stores every day looking to purchase groceries for their family. From a societal standpoint, with over 1,455,000 cases and 83,664 deaths worldwide (growing by the day), customers are terrified of contracting the coronavirus. And it is influencing where they are spending their money. In such situations how Al-Fatah is:

Question:

 Positioning itself as compared to other grocery stores. Give a detail answer which covers all the offerings that are the source of attraction for customer in this pandemic.

Question:

Which type of segmentation is done here? Link your answer with one of these segmentation and explain it

• Geographic segmentation

• Demographic segmentation

• Psycho graphic segmentation