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A diverse deli shopper base offers a marketing challenge.

As supermarket dells mobilize to more aggressively compete with take-out restaurants and other foodservice locations for "share of stomach," it is crucial that the retailers meet the expectations of a varied customer base.

And to better understand the attitudes of shoppers, deli operators need to know the demographic and behavioral characteristics of consumers, analysts say.

The Madison, Wis.-based International Dairy-Dell-Bakery Association, for instance, reports that the most frequent visitors to the supermarket full-service deli are males aged 30 to 49 who live in a large city in the Northeast. Those consumers are among the 14 percent of persons who visit the ...

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