Convenience store

Convenience store (Photo credit: wilhelmja)

Delving  Into the Decision-Making Process of C-Store Shoppers Nationwide  

Research to Look at C-Store’s Most Popular Categories and More, Including a Detail Look at Hispanic Shoppers  

  May 7, 2012 New York, New York – Meyers Research Center, a leader in delivering shopper insights gathered at the point-of-sale for more than three decades, has announced that it will field the Ninth Wave of its popular syndicated Convenience Store Close-Up Study this summer.

 The study will look at the shopping patterns behind a multitude of C-Store categories including Beer, Beverages, Cigarettes, Foodservice and Snacks.

 In 1997, Meyers Research Center (MRC) launched the first wave of the Convenience Store Close-Up study.  This in-store shopper insights research program utilized MRC’s Purchase Observation Study™ methodology to successfully reveal consumer shopping behavior, attitudes and decision-making patterns in C-Stores.  Subsequent waves were completed every other year since 1998.

 “As we field the ninth wave of the Convenience Store Close-Up study in 2012, we will continue to trend the results to deliver not only a snapshot of how consumers are shopping the store today, but also valuable insights into how this behavior has evolved over the years and the implications to brands and retailers alike,” said Jeff Friedlaender, President, Meyers Research Center.

“Convenience Stores are seeing increased competition from other channels like Dollar and Drug greatly changing the retail landscape” he added.

The research objective of this study is to get into the minds of Convenience Store shoppers in order to identify and quantify behavior in this class-of-trade.  The results will provide the Convenience Store industry with a framework for thinking about the positioning of this channel, including how and why consumers shop these stores and insights into how to best target the Convenience Store consumer.

 The primary objectives of this in-store program are to develop an understanding of consumer attitudes and perceptions of Convenience Stores; the underlying dynamics of category and brand purchase decisions; when, how and where specific category and brand decisions are made; planned versus impulse purchases; products considered, purchased and rejected; the influence of in-store and external factors and the category decision sequence hierarchy utilized by consumers to make their purchase decisions.

The 2012 report will also include a new section that will take an in-depth look at the Hispanic C-Store shopper.  With traffic to these stores growing progressively more diverse this close-up look at this important shopper segment will provide sponsors with valuable new insights.

 Study Methodology

MRC’s professionally trained interviewers will be positioned at the exit of high-volume Convenience Store outlets or at the gas pump and will intercept consumers immediately after their shopping trip.  A random sample of over 2,000 shoppers will be asked to participate in a survey regarding their attitudes and decision-making patterns in Convenience Stores.  Those consumers who agree to participate will be interviewed and will receive a cash incentive to thank them for their time.  The exit and gas pump interview will address timely issues of their shopping experience that are best obtained at the point-of-purchase as this methodology eliminates issues of denial and recall and allows for a “real-world” integration of store environment with consumer behavior and attitudes.

Study Sample

Interviewing will take place in multiple markets across the four broad geographical census regions in order to achieve a thorough cross-section of shoppers.  Only traditional Convenience Stores and Petroleum Retailers will be utilized for the sample.

Shoppers will be interviewed about their attitudes, perceptions and behavior in Convenience Stores.  Data will be reviewed and analyzed for each of the key category segments including Beer, Bottled Water, Candy/Gum/Mints, Carbonated Soft Drinks, Cigarettes, Cookies/Crackers, Foodservice, New Age/Iced Tea/Isotonic Beverages, Refrigerated Juices/Juice Drinks and Salty Snacks.

The sample will also include Gas Pump Interviews and Observations to understand how the gas pump influences purchasing at C-Stores overall


Sponsorship Opportunities

Sponsors can obtain a tremendous amount of information at a fraction of the cost of undertaking this study independently.  And if you act fast, you can submit a custom question that will remain proprietary to you at no extra cost.

For more information on the study, contact …

George E. Brown II

Lois Seidl

Jeff Friedlaender