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Final Chapter 1 3 2
Final Chapter 1 3 2
PERCEIVED BY CUSTOMER
Quezon City
Geralyn Jumaylab
Jennifer Pedralvez
Ina Rempillo
Wendy Sebastian
March 2016
Chapter 1
COLLEGE OF ST. CATHERINE QUEZON CITY
cigarettes, newspaper and etc., such stores may also offer money order
licensed to sell alcohol, typical beer and wine. They differ from general
stores and village shops in that they are not in a rural location and are
special task forces through the help of the authorities. In America, every
daylight hours. Some convenient stores may even limit their access
purchases. The main dangers are that almost all convenience stores may
have only one person working in night shift mode. Most of the transaction
COLLEGE OF ST. CATHERINE QUEZON CITY
are in cash value and easy resold merchandise like liquor, lottery tickets,
The reasons for the higher rate of the crime at convenience stores
opportunities when some customers and (c) the smaller size makes it
easy for criminals to quickly navigate the plan and enter and exit close to
the cash register of the stores. Most of the convenience store have
the world that remains a need for studying consumer’s behavior. With this
but their products are just the same products in other stores. The main
stores even the prices are more expensive and even they have a wider
COLLEGE OF ST. CATHERINE QUEZON CITY
choice of stores where they can choose to shop which follows the
1.1 gender ;
1.3 age ?
2.1 accessibility ;
2.3 convenience ?
3. What are the reasons why customers prefer to buy in the convenience
store?
in terms of:
ASSUMPTION
COLLEGE OF ST. CATHERINE QUEZON CITY
store.
To the first time business owners. This study can help them to
To the customers. This study can help those who are also curious
about the marketability and the marketing strategy on how the owners
and they can get information from the result of this research. They also
creating their own research. This may contain some ideas which is
the 7-Eleven and the Ministop which operates 24 hours and 7 days a
week. Those branches who are not operating 24 hours and 7 days a week
The following terms were defined within the context of the study:
1. Accessibility
2. Commodity
COLLEGE OF ST. CATHERINE QUEZON CITY
3. Convenience goods
and etc.
4. Convenience Store
late at night
5. Competitiveness
6. Extrinsic Cue
quality.
7. Franchise
8. Intrinsic Cue
quality.
9. Inventory
10. Market
11. Marketability
An organization's strategy that combines all of its marketing goals into one
comprehensive plan.
13. Merchandise
14. Retailers
COLLEGE OF ST. CATHERINE QUEZON CITY
Chapter 2
been used. The researcher tried to find out the relevant issues and
LITERATURE
Related local and foreign literatures that are relevant to this study
country.It is run by the Philippine Seven Corporation (PSC). Its first store
Convenience Stores Inc.; and Family Mart operated and franchised by the
joint partnership of Ayala corporation and Rustans which are one of the
are looking and willing to spend for products and service which provide
Philippines.
Ministop which have one to two check-out counters and are operational
24 hrs a day have stimulated this solid growth as they have started to
leader in the industry 1282 outlets that delivered P17.1 million revenues
store operator, Philippine seven corporation grew its net profit last year by
and continued store expansion. For year 2015, PSC - The local license
COLLEGE OF ST. CATHERINE QUEZON CITY
previous year. Overall, PSC opened 286 new stores and closed down 13
partnership with Ministop Japan and Mitsubishi Corporation. Its goal was
to answer the needs of Filipinos for quality products they can get on the
go.
continues to expand its network of stores all over the metro, having
recently celebrated the opening of its 400th store at the Trion Towers in
retail outlets during in economy still trying to find its feet. According to
the year prior’s count of 151,282 stores as of December 31, 2013. The
doubled in size over the three decades. At year end 1984, the store count
was 85,300 store, at the year end 1994 the store count was 98,200 stores
and at year end 2004 the store count was 138,205 stores.
retail outlets in the United States, which is significantly higher than the
stores).
at La Crosse, Wis - based kwik - trip said that their continued growth
even during sluggish economy, shows that our core offer of convenience
resonates more than ever with our customers, whether they visit as for a
fuel fill- up, quick snack or drink, or stop by four fill in groceries or healthy
15,434 stores. The rest of the top 10 states for convenience stores are
California ( 11,403), Florida (9,810), New York (8, 247) , Georgia (6,766),
2014.
pulperias have been common since 1990s and there are many of those
prosperous neighborhoods).
500 meters from nearest traditional market. In small city or rural areas,
this means a smaller area are often built side by side or at maximum
Lawson are targeting big cities and cater to a lifestyle more than
COLLEGE OF ST. CATHERINE QUEZON CITY
occupy no more than 100 meters square of service area, on in some local
residence, up to 250 m.
only allowed to sell maximum 10 percent of its service space for non food/
beverages product.
their presence in the retail sector, they need to evolve even further during
date, are now potential new categories of clientele as they discover the
convenience of being able to do all their shopping and run all their errands
and wait a long checkout line. Over half the items bought are consumed
Due to their small size and high sales, convenience stores typically
supermarkets, Milk, eggs and bread once represented the majority of their
sales, but now almost all convenience stores sell gasoline, which
COLLEGE OF ST. CATHERINE QUEZON CITY
other formats. Sales increase during periods of rising gasoline price, but
and full-line discount stores also are setting up easily accessed areas of
are offering more fresh food and healthy fast food that appeals to today’s
convenience stores are adding fast casual restaurants, like BP’s Wild
STUDIES
present study.
COLLEGE OF ST. CATHERINE QUEZON CITY
January 2015. Kantar world panel traced the shopping behavior of 3,000
Filipinos homes in urban and rural areas across the country. Findings
show that from 16.1% in 2014, 18.5% homes are now buying in
convenience stores with one to two check out counters and are optional
the Philippines at 45% followed by direct sales at 31% and drug stores at
11%.
Capital Region, South Luzon, and Mindanao, from classes ABC and
Urban households that are typically comprised older homes with residents
in the next few years as the country enjoys more economic development”
said Tara Prabhakar a TNS Asia Pacific Managing Director of Retail and
Shopper.
COLLEGE OF ST. CATHERINE QUEZON CITY
Philippines will be urbanized by next year. The cost of doing business has
cities to work and live, there will be a bigger market for convenience
and modern trade channel (-2%) while Filipinos spend most for food
2.5%. The study further shows that top 4 food purchase remain the same
stores.
stores grew 168 percent between 2002 and 2007, and it has predicted
that it will grow another 55.2 percent in the following five years.
promotions.
decide their primary store based on the attributes of the store. They
found that consumers could quickly name a store when asked what store
comes to their mind for specific attributes such as “lowest price”, or “most
as distance , and time travelled to the store. It was found that consumers
prefer to shop at stores that they have easy access to and are convenient
performance.
towards the store is affected by the consumer’s store experience with the
characteristics.
17 countries, even larger than the world wide number of Mcdonald’s store
the literature and they have all been held in a developed market context
(Lassk, 2000; Rapp and Islam, 2006 ; Sparks, 2000 ; Suiton anf Rafaeli
1988 ; Welsh et al., 2003 ; Worthington, 1989) These studies show that
and Sheth, 1989 ; Kellie, 1958 ; Morganosky, 1986 ; Nickols and Fox,
1983 ; Reily, 1982 ; Yale and Venkatesh, 1986 ) . These studies view
convenience as anything that helps the consumer to reduce its time and
COLLEGE OF ST. CATHERINE QUEZON CITY
effort during their shopping process,but are mostly focus on the product
market.
choice in the retailing literature ( See Pan and Zinkhan, 2006). These
store atmosphere, store location, price level, check - out speed, hours of
small, centrally located store, featuring ease of access, late - night hours,
money and satisfy themselves. But the convenience stores are a good
example that lowest price is not the only reason/factor that could invite
further their knowledge about the convenience store sector, it helps the
researcher to know and understand who are the daily consumers, their
THEORETICAL/CONCEPTUAL FRAMEWORK
help guests determine quality, where are the intrinsic cues provide
Marketing Strategies
Beliefs
Experiences and
Perception
Satisfied
Processing cues
Purchase Intention
And
Beliefs
Dissatisfied
Theoretical Framework
Selecting of Respondents
COLLEGE OF ST. CATHERINE QUEZON CITY
Research Paradigm
Chapter 3
METHODS OF RESEARCH
COLLEGE OF ST. CATHERINE QUEZON CITY
study.
industry.
are from 7-Eleven and the remaining 50 percent are from Ministop
questionnaire. This set is for the customers of both 7-Eleven and Ministop
respondents (age, gender, and civil status) and the first question is about
and correct the grammar of each question. The researcher also tested
that the researcher asked the respondents to know their reaction about
further enhancement.
the researchers.
GATHERING DATA
The first thing researchers did is to ask permission from the Adviser
respondents who are all very much informed for the use of the study so
that they can answer the questions assuredly. The research was reviewed
from the theses of other researchers before, from websites on the internet
STATISTICAL TECHNIQUE
Formula:m
P = x 100 f
N
Whereas, P = Percentage
COLLEGE OF ST. CATHERINE QUEZON CITY
F = Frequency
N = No. Of respondents
follows;
3. Weighted Mean
corresponding descriptions.
Formula:
fx
X
N
Where;