The Customers Assessment of A Convenience Store

NAVOTAS POLYTECHNIC COLLEGE 1
THE CUSTOMERS ASSESSMENT OF A CONVENIENCE STORE
A Marketing Research Paper

Presented to the faculty of the Navotas Polytechnic College
Navotas City
In Partial Fulfillment of the Requirements for the Subject

(PC2A) Marketing Research
by
Group 6
October 2019
TABLE OF CONTENTS
Page
Title page 1
Table of Contents 2
List of Tables
List of Figures
CHAPTER 1
Abstract /Executive Summary 4
Introduction 12
CHAPTER 2
Review and Related Literature and Studies 8
Research Objective (Statement of the problem)
Scope and Limitations

CHAPTER 3
Method of Research
Population, Sample Size, and Sampling Technique
Description of the Respondents
Research Instrument
Data Gathering Procedure
CHAPTER 4
Results
CHAPTER 5
Conclusion
Recommendation
End Matter
Appendices
Endnotes
ABSTRACT
Title : The Customers Assessment of a Convenience

Store
Researchers : Group 6
Degree : Bachelor of Science in Business Administration
Major in Marketing
Institution : Navotas Polytechnic College
Year : 2019
Adviser : Prof. Arman L. Guinto, MBA

The Problem
The problem objective of the study was to analyze the factor affecting the
purchase decision of the consumer in convenience store in terms of price, store
location, sales promotion, convenience popularity, availability, advertisement, print
ads, security and safety, ambiance and cleanliness of store, costumer’s assistance,
quality and price.
Findings
Findings show that the biggest number of respondents was from ages 20 and
below years old which was 48% of the total number of respondents. In terms of
gender, the most participants is female which was 54%. In terms of school, navotas
polytechnic college students had average of 100% total of respondents. In terms of
average income, 85% of the respondents had average income or allowance of
10,000 below and in terms of marital status, most of the respondents is single with
a total of 91% of the total number of respondents.
The findings also shows that 34% of the total respondents visit and buy twice a
week and monthly because of lack budget and also mostly of the respondents are
still students. In terms to the number of year respondents had average of 50% of
11 months and below because some of the respondents of the college are newly
students.
And lastly based on the findings bout factor affecting the consumer buying
perception in convenience store, the respondents gave most important to the price
and promo of the convenient store.

Introduction
Statement of the Problem

Review Related Literature and Studies
Local Literature
These days, people want things done with a snap of their finger; this is not
only referring to gadgets. Nowadays, everyone is living in a fast life services have
to be done as quickly as possible to meet the needs and wants of the people. We
see that services make everything faster such as drive through, automated teller
machines and so on. This is why we see convenience stores sprouting
everywhere.
According to the Moderating Role of Shopping Trip Type in Store Satisfaction
Formation. The attribute of “convenience” is not only includes the distance to the
stores but also its presence of other stores in the same place. Consumer’s wants to
minimize their cost associated with the cost of shopping trip and location is the
important factor of their fixed costs. In other words consumers will not visit an
inconvenient store for a small basket that fill in trips. When the needs and wants
involves an urgent purchase, consumer value proximity to the store. Fill in Trips are
more likely to be of the utilitarian type and in such situations, functional motives like
convenience is more important.
According to Nielsen’s latest Shopper Trends report highlights increasing
patronage of convenience stores, with 29% of Filipino says that they are visited
convenience stores in the past four weeks, up from just 8% in 2012. Most of the
common mission of customers visiting the convenience stores is buying their meal
or their snack to fulfill their cravings for a particular food or drinks. To tap in the
growing demand of some convenience stores are expanding their assortments of
ready to eat food (RTE) and a growing number are providing in-store areas so that
shoppers can dine and socialize. (Convenience is Key to Appealing to Busy
Filipinos)
According to the 2017 Food Retail Sectoral Report by Global Agricultural
Information Network, the largest grocery retailers in the country — SM
Supermarket, Robinsons Supermarket and Puregold — still dominate the food
retail business that contributed to the robust growth of the industry in the last five
years.
The report showed that in 2016, supermarket sales reached $10.21 billion in
retail value sales. It added that supermarkets continue to be the most frequently
visited modern retailer due to its proximity to residential areas or in shopping malls
where consumers regularly visit to shop and recreate.
A 2017 Oxford Business Group (OBG) report noted that grocery retailers
continue to have the most impact on the economy due to its more diverse offerings
of day-to-day essentials, which satisfy the bulk of consumption needs for the vast
majority of Filipino consumers.
“As such, retailers remain heavily committed to providing increased access
and product diversification for items such as food and beverages, beauty and
personal care, home care products and so on,” the report said.
To provide local consumers more convenience and accessibility, grocery
retailers are pursuing smaller store formats. Since 2016, local grocery retailer
giants are aggressively extending their reach through convenience stores and
minimarts that allow them to cater to consumers in residential areas and the
country’s business districts.
“Convenience stores continue to expand due to the bullish Business Process
Outsourcing (BPO – call centers) sector and the increasing number of outlets
opening in condominiums and areas outside Manila. These stores cover the
business centers and BPO hubs and operate on a 24-hour basis, making them an
ideal place for midnight shifters to grab food to eat during break time,” the 2017
Food Retail Sectoral Report said.
“Aside from well-stocked shelves of packaged food, beverages, and other
basic household necessities, convenience stores also offer other services such as
bill payment and mobile phone reloading transactions. Convenience stores and gas
marts which are mainly location-oriented are thus able to sell products at a
premium in exchange for convenience,” the report added.
In 2016, convenience stores led the growth of modern grocery retailers with
almost 17% growth on the number of outlets and 8% in terms of sales. The growth
was driven by the existing players in the country such as 7-Eleven, Ministop, All
Day and Alfamart, as well as the gaining popularity of various foreign brands such
as Lawson and Family Mart.
Foreign Literature
Definition
The definition of convenience store is a retail store of 3,500 square feet or
less in gross floor area, which carries a range of merchandise oriented to daily
convenience and travellers shopping needs (Anon., 2010).
According to P.Miller, F.Vandome and McBrewster (2009), a convenience
store is a small store or shop that sells items such as candy, ice-cream, soft drinks,
lottery tickets, newspapers and magazines, along with a selection of processed
food and perhaps some groceries. Stores that are part of gas stations may also sell
motor oil, windshield washer fluid, radiator fluid, and maps. Often toiletries and
other hygiene products are stocked, and some of these stores also offer money
orders and wire transfer services or liquor products. They are often located
alongside busy roads, in densely-populated urban neighbourhoods, at gas/petrol
stations or near railway stations or other transportation hubs. In some countries
most convenience stores have longer shopping hours, some being open 24 hours.
Another definition by W. Lamb, F. Hair, McDaniel (2008) is that convenience
store can be defined as miniature supermarket, carrying only a limited line of high-
turnover convenience goods.

Problems in Convenience Store
According to Winston, Albright, Broadie, Lapin,Whisler (2008), there are some
problem in this convenience stores business which is the queuing problem.
According to this 4 author, convenience store normally has only 1 cash register.
Besides that, according to Sherman (2003) there are few problem is the franchise
business. Some of the main problems are the difficulty in getting a good leader and
good management team, failure on the part of giving continuous assistance and
support.
In United States, the convenience store industry continues to show their
flexibility in 2014, growing fast and steadily in number of retail outlets during
economy still trying to find its feet. According to 2015 and NACS/Nielsen
convenience industry store count increase from the year. The survey show that the
convenience retailing industry roughly doubled in size over the three decades.
The acceptance and adaptation of a foreign retail format: the case of the
convenience store in Taiwan in the 1980s and 1990s
Taiwan has the highest convenience store density in the world (one store per
2800 persons; ACNielsen, 2005), and the convenience store is one of the major
formats in the general merchandise retail industry in Taiwan. Since the late 1980s,
the convenience store has developed and gradually replaced the traditional corner
shops in Taiwan, and now it is ubiquitous. However, there is minimal research in

English that discusses the development of this format in Taiwan. Based on
literature review and in-depth interviews with convenience store retailers, this study
aims to introduce the concept of the convenience store in Taiwan, consider the
special Taiwanese features of this generic format, and explain the formats
expansion and development from the 1970s up to the early 21st century.
According to Maister in his "The psychology of waiting in lines", the
person who waits alone is more prone on getting bored or anxious. People who
wait on uncertain duration of time, or if the people feels it’s unfair, or having
unexplained experience could feel that they are waiting a lot longer than it is when
it is explained or if there’s a specific amount of time to wait. A convenience store
eliminates the long queues that a supermarket is having hence the name
convenience, it is very effective for customers when they can get what they need at
their convenience.
According to A. Rafaeli in her “When cashiers meet customers: An
analysis of the role of supermarket cashiers” the attitude of cashier or counter
staffs towards customers such as the courtesy and friendliness contributes to the
effective customer service and has great effect on the satisfaction that a customer
would feel. That also applies in a convenience store, the approach of the cashier to
the paying customer is also one of the factors that we have look on our research as
their basis on shopping in a convenience store. Good customer experience will
always result to repeated shopping session of the customer.

According to Anderson in his research about Convenience orientation and
consumption behavior, convenience-oriented customers are identified within the
patterns of convenience in their consumption may it be for food or those
consumable goods. With this research it is identified that convenience in the
consumption gives out a pattern to identify the convenience-oriented customers.
Having this know, we would also want to correlate this on our study as to how the
customer would go on the convenience store. We would like to know if there are
also patterns as why the customers would go in to the convenience store.
Local Studies
Convenience stores are ‘big winners’ in PHL’s consumer-driven economy
Convenience stores are “big winners” in the Philippines, owing to the
convenience they offer, according to a Nielsen report.
Based on Nielsen Philippine’s latest Shopper Trends report, small or
convenience store formats continued to increase and posted a growth of 20
percent in 2017, higher than the 15 percent growth posted in 2016.
Nielsen said convenience stores are leading the way. In the first quarter of
2018, there were 4,300 convenience stores in the country, nearly three times the
1,620 stores in 2013.

“Retailers in the past were guided by the paradigm that ‘bigger is better,’ but
as lifestyles and consumption habits change, a shift in where consumers shop,
what they buy, the frequency and amount of spending follow,” states J. Patrick
Cua, Nielsen’s managing director in the Philippines.
“Small format stores meet a distinct shopper need of convenience as they are
often situated near homes or high traffic areas,” he added.
Nielsen said small store formats are modern trade self-service stores
occupying an area measuring 150 to 500 square meters.
It said these stores cater to more frequent shopping trips with smaller
baskets. Convenience stores, small supermarkets, petrol stores and mini-marts fall
under the small store category.
Convenience stores are now more popular since traditional sari-sari stores
have already contracted by 1 percent and market stalls also by percent in 2017,
respectively.
Nielsen said this is the reason big retailers are also downsizing and
expanding their small store format.
In the last five years, small store formats of supermarket chains have grown
to over 410 stores in the first quarter of 2018 from around 220 stores in 2013.
“Bolstering the growth of small format stores is the increasing influence of four
global megatrends, which are supporting the growing consumer demand for faster
and more convenient shopping experiences—urbanization, women joining the work
force, shrinking household size and the rise of eating out,” Nielsen said.
“The robust business-process outsourcing segment also stimulates the
growth of this retail channel.”
In the report, shoppers were asked to rank attributes that influence store
loyalty and store choice. These attributes correspond with four key factors—time,
choice, experience and price.
Five of the top 10 attributes that small store shoppers identified as important
pertain to time-saving attributes, such as convenient to go to; long opening hours;
easy to quickly find what I need; efficient checkout counters; and ease of parking.
But convenience is not the only consideration for Filipinos. Price and
affordability is another big concern.
Three of the top 10 attributes pertain to price—low prices for most items;
good value for money; and provide really good deals and promos.
To address this shopper preference, Cua said retailers and manufacturers
should price products close to the prices of bigger stores.

“Carrying products that sit on lower-priced tier and offering value through
promotions can also woo shoppers to visit more and increase their spend,” Nielsen
said.
Shopper Trends is a syndicated annual report that Nielsen conducts across
54 markets globally.
It provides a comprehensive overview of retail environment trends and an
understanding of shopping behavior across the different trade channels.
It provides insights on where, when and how often people shop, and their
emotional commitment and perceptions about key modern trade retailers.

Scope and Limitations
The research was conducted to be able to know the marketability and
assessment of selected convenience store in selected areas in Navotas City. The
researchers conducted this study in selected Seven Eleven in Navotas City
Boulevard Branch who is operating 24 hours and 7 days a week.
Method Research
The descriptive method of the research was used by the researchers in this
study. This is designed to investigate and gather data and information. Descriptive
methods seek to ascertain respondent’s experiences on the said convenience
store.
The design used in this study is descriptive research which aims to record,
describe, analyze, interpret and compare the facts, data and information gathered
through the survey about the level of satisfaction on the Marketing Mix Strategies
of selected Malls.
The descriptive method of research is implemented during the study to help
the researchers gather information and data that can be used as asset in finishing
the study.
Population, Sample Size, Sampling Technique
The target populations of the study are those students who usually spend in
food purchases at the Seven Eleven. The types of the customer are students
taking up Bachelor of Science in Business Administration major in Marketing. The
target location chosen is Navotas Polytechnic College. The researcher was able to
obtain 100 respondents from the chosen school.
The sample is from the survey conducted last September 9, 2019 wherein 31
are male, 54 are female and 15 are LGBTQ for a total of 100 respondents. The
data that has been gathered from the answer of respondents are recorded in
Microsoft Excel document that will be used in analyzing the customer assessment
of a convenience store.
The sampling technique was used by the researchers in this research study.
The non-probability of being selected as in voluntary response surveys. These
sampling techniques are selecting randomly individuals in a selected population.
Every respondent in the population has an equal chance of being selected in
the sample. And every possible size has the same chance of selection.
Descriptions of Respondents
A total of 100 of students of Navotas Polytechnic College taking up
Bachelor of Science in Business Administration major in Marketing were the
respondents of this study. The respondents are described according to their
demographic profile such as gender, age, marital status, etc.
Research Instrument
The research instrument used in this study was a questionnaire. The
researchers interviewed various respondents who actually have an experience in
purchasing products on the said convenience store and afterwards consolidated
them as one.
The research instrument has two set sets of questionnaire. The part 1 are
contained by demographic characteristics of the respondents such as gender, age,
marital status etc. and the part two of the questionnaires is on the marketing
strategies that could define the satisfaction of the customer assessment.
The questionnaire was compiled and discuss with the researchers to the
person who answers the questionnaire.
Data-Gathering Procedure
The researchers distributed Survey questionnaire in selected area in Navotas
City in the month of September 2019. The first thing that the researchers did was to
ask permission from the Business Administration Coordinator of Navotas

Polytechnic College to conduct the survey. The questionnaires were distributed to
the respondents who were all informed that the questionnaire is for the use of study
to be able that the respondents can answer the questions assuredly.
Statistical Treatment of Data Results
1. The researchers used percentage as the statistical technique in the analysis and
interpretation of the data gathering.
Percentage frequency formula is as follows;
% = F/N x 100
Whereas, P = Percentage
F = Frequency
N = Number of respondents
2. The researchers also used ranking as their statistical technique in the analysis and
interpretation of the data that has been gathered.
Ranking formula is as follows;
Rank = the sum of the ranks everyday/Number of respondents
3. Weighted Mean
The answers were based on a five-point scale in the corresponding descriptions.
Formula is as follows;
X = fx/N
Whereas, X = the weighted mean

f = the frequency of response in each question
x = weighted assigned to each response
N = total number of cases
4. Likert Scale
The researchers used Likert Scale technique to scale of the value of each of the
different responses. Each category is assigned as numerical value such as Very
Satisfied which is equal to 5 and Not Satisfied which is equal to 1.
Five point-scales were as follows:
MEAN VALUE WEIGHT VERBAL INTERPRETATION
4.51-5.00 5 Very Satisfied
3.51-4.00 4 Satisfied
2.51-.50 3 Somehow Satisfied
1.51-2.50 2 Less Satisfied
1.00-1.50 1 Not Satisfied

Presentation, Analysis and Interpretation of data
1. Profile of the Respondent
A. Gender
Table 1
Frequency and Percentage Distribution of the Respondents by Gender
Gender Frequency Percentage

Male 31 31.00
Female 54 54.00
LGBTQI 15 15.00
Total 100 100.00
Table 1 show that there were 54 female or the 54% of over-all, 31 male or
31%, and LGBTQ respondents were 15 or 15%.
This is the proof that the most participants in the survey were female aside
from the fact that the female are more dominant and most likely to buy in the
convenience store than the other respondents based on the survey conducted.
B. Age
Table 2
Frequency and Percentage Distribution of the Respondents by Age
Age Frequency Percentage

20 years old below 48 48.00
21-25 years old 37 37.00
26-30 years old 7 7.00
31-35 years old 5 5.00
36 years old and above 3 3
Total 100 100.00
Table 2 Shows that the respondents are within the bracket of 20 years old
and below have 48 respondents or 48%. Followed by 21-25 years old with 37
respondents or 37%, 26-30 years old with 7 respondents or 7%, 31-35 years old
with 7% and 36 years old and above respondents of 3 or 3% of the overall.
The researchers observed that the reason behind why most of the
respondents were from the bracket of 20 years old and below is because the
location of selected convenience store namely Seven Eleven are near in the
College, High School and Elementary Schools. For student who like to spend their
vacant time, having their meal and meetings (educational purpose) inside the
convenience store.
C. Marital Status
Table 3
Frequency and Percentage Distribution of the Respondents by Marital Status
Marital Status Frequency Percentage

Single 91 91.00
Married 9 9.00
Total 100 100.00
Table 3 shows that the majority of the respondents are single with 91
respondents or 91&% followed by married with 9 respondents or 9%.
The researchers observed the reason why most of the respondents who
visited convenience store are single because of the results of the age are between
the bracket of 20 years old and below. They are students from different school and
levels.
D. Average Monthly Income
Table 4
Frequency and Percentage Distribution of the Respondents by Average

Monthly Income
Average Monthly Income Frequency Percentage

10,000 below 85 85.00
10,001-15,000 9 9.00
15,001-20,000 3 3.00
20,001-25,000 2 2.00
25,001 and above 1 1
Total 100 100.00
Table 4 show that most of the respondents with the bracket of 10,000 earners
with 85 or 85% of respondents followed by 10,001-15,000 earners with 9 or 9%,
15,001-20,000 earners with 3 or 3%, 20,001-25,000 earners with 2 or 2% and
25,001 and above earners with 1 or 1%.
The researchers observed that the reason behind why most of the
respondents who goes to the convenience store have an average monthly income
bracket of below 10,000 is that most of the respondents are still students who just
want to spend their vacant time at the convenience store.

E. Frequency of Visit
Table 5
Frequency and Percentage Distribution of the Respondents by Frequency of

Visit
Frequency of Visit Frequency Percentage

Once a day 14 14.00
Twice a week 34 34.00
Monthly 34 34.00
Twice a month 18 18.00
Total 100 100.00
Table 5 shows that the majority of respondents frequency of visit are twice a
week with 34 respondents or 34% followed by Monthly with 34 respondents or 34,
twice a month with 18 or 18% and once a day with 14 or 14%.
The researchers observed the reason why most of the respondent who goes
to the convenience store twice a week or once a month is because of lack of
budget because mostly of the respondents are still students.

F. Number of year
Table 6
Frequency and Percentage Distribution of the Respondents by Number of year
Number of year Frequency Percentage

11 months and below 41 50.00
1-2 years 22 26.83
3-4 years 13 15.85
5 and above 6 7.32
Total 82 100.00
Table 6 shows that the majority of years of being customers of the chosen
convenience store are from the 11 months with 41 respondents or 41% followed by
1-2 years with 22 or 22%, 3-4 years with 13 or 13%, and 5 years with 6
respondents or 6%.
The researchers observed that the reason why most of the respondents are
11 months and below is because the chosen convenience store is new and some
of the respondents of the college are newly students.

2. Level of Assessment of each Aspect of Marketing Mix Strategies
2.1 Product Strategy
Table 7
Level of Customers’ Assessment of a Convenience Store

In Terms of Product Strategy
Aspects of Product Strategy Weighted Verbal Ranking

Mean Interpretation
Slurpee 3.82 Satisfied 3
Gulp 3.72 Satisfied 3
Siopao 3.94 Satisfied 4.5
Hotta Rice 3.6 Satisfied 5
City Blends 3.72 Satisfied 4.5
Bigbite Hotdog 4.17 Satisfied 1
Grand Mean 3.83 Satisfied
Legend: 4.51-5.00 Very Satisfied

3.52-4.50 Satisfied
2.51-3.50 Somehow Satisfied
1.51-2.50 Less Satisfied
1.00-1.50 Not Satisfied
Table 7 shows that the level of satisfaction in terms of product has been rated
as “Satisfied” with General Weighted Mean of 3.83.
It shows that the highest weighted mean is the Bigbite Hotdog with 4.17 and
the lowest is the Hotta Rice with 3.60. Siopao with 3.94, Slurpee with 3.82, Gulp
and City Blends with the same weighted mean of 3.72.

2.2 Price Strategy
Table 8
Level of Customers’ Assessment of a Convenience Store

In terms of Price Strategy
Aspects of Pricing Strategy Weighted Verbal Ranking

Mean Interpretation
Slurpee (24,31,41) 3.79 Satisfied 2
Gulp (26,31,36) 3.71 Satisfied 4.5
Siopao (29,42) 3.77 Satisfied 3
Hotta Rice (39, 49, 59, 69) 3.49 Satisfied 5
City Blends (22, 32, 42) 3.71 Satisfied 4.5
Bigbite Hotdog (30) 3.91 Satisfied 1

3.52-4.50 Satisfied
Table 8 shows that the level of Customer’s Assessment of a Convenience
Store in terms of price strategy rated Satisfied with General Weighted Mean of
3.73.
It shows that the highest weighted mean is the Bigbite Hotdog with 3.91 and
the lowest is Hotta Rice with 3.49 General Weighted Mean. Slurpee with 3.79,
Siopao with 3.77 and Gulp and City Blend with the same weighted mean of 3.71.
2.3 Place Strategy
Table 9
Level of Customer’s Assessment of a Convenience Store

In terms of Place Strategy
Aspect of Place Weighted Verbal Ranking

Strategy Mean Interpretation
Sanitation 3.70 Satisfied 3
Parking Space 3.26 Satisfied 6
Temperature 3.80 Satisfied 2
Fragrance 3.52 Satisfied 4
Seating Capacity 3.28 Satisfied 5
Lighting 4.05 Satisfied 1

3.52-4.50 Satisfied
Table 9 shows that the level of Customer’s Assessment of a Convenience
Store in terms of Place strategy was rated Satisfied with General Weighted Mean
of 3.60.
It show that the highest weighted mean is the Lighting with 4.05 followed by
temperature with weighted mean of 3.80, Sanitation with weighted mean of 3.70,
fragrance with weighted mean of 3.52, Seating Capacity with weighted mean of
3.28 and the lowest weighted mean is the parking space with 3.26.
2.4 Promotional Strategy
Table 10
Level of Customer’s Assessment of a Convenience Store

In terms of Promotional Strategy
Aspect of Promotional Weighted Verbal Ranking

Strategy Mean Interpretation
Cliqq App 3.77 Satisfied 1
Reward Card 3.68 Satisfied 3
Discounts 3.65 Satisfied 4
TV Advertising 3.32 Satisfied 6
Social Media 3.69 Satisfied 2
Rebates 3.63 Satisfied 5
Total 3.62 Satisfied

3.52-4.50 Satisfied
The table shows the Customer’s Assessment in terms of a Convenience
Store was rated as Satisfied with General Weighted mean of 3.62.
It shows that the highest weighted mean is the Cliqq App with 3.77 and the
lowest weighted mean is the TV advertising with 3.32. Social media with weighted
mean of 3.69, Reward card with weighted mean of 3.68, Discounts with weighted
mean of 3.65 and Rebates with weighted mean of 3.63.

Table 11
Summary of Level of Customer’s Assessment of a Convenience Store
Assessment Level of Weighted Mean Verbal Interpretation

Marketing Mix
Product 3.83 Satisfied
Price 3.73 Satisfied
Place 3.60 Satisfied
Promotion 3.62 Satisfied
Table 11 shows the summary of the level of customer’s assessment of
marketing mix strategies of a convenience store where in the product strategy has
the highest ranking with 3.83 and rated as satisfied followed by price strategy with
3.73 rated as satisfied, promotional strategy with 3.62 rated as satisfied and the
lowest is place strategy with 3.60 rated satisfied.
It shows that the product is more important in the marketing mix strategies
more than price, place and promotion.

3. Difference in the Assessment of the Respondent on the Customers Satisfaction
of each aspect of Marketing Mix Strategies according to their Profile.
Table 12
Difference on Respondents’ Perception on the Level of Satisfaction on

Marketing Mix Strategies of a Convenience Store by Gender
Marketing Mix Strategies

Gender Product Price Place Promotion Grand Mean
Male 3.43 3.72 3.62 3.58 3.56
Female 3.64 3.67 3.53 3.55 3.60
LGBTQ 2.00 3.98 3.83 3.99 3.45
Grand Mean 3.02 3.79 3.56 3.71 3.54

3.52-4.50 Satisfied
Table 12 shows the respondents perception on the level of satisfaction of
marketing mix strategies of a convenience store by gender is that female got the
highest ranking with grand weighted mean of 3.60 more than male with 3.56 and
LGBTQ with 3.45.
It shows that the price strategy in the female got the highest ranking with 3.67
and the lowest is place strategy with 3.53. Product strategy with 3.64 and
promotion strategy with 3.55. On the male, price strategy got the highest rank with
3.72 and the lowest is product strategy with 3.43. Place strategy with 3.62 and
promotion strategy with 3.58. And for the LGBTQ the highest rank is the promotion
strategy with 3.99 and the lowest is product strategy with 2.00.
Table 13

Marketing Mix Strategies of a Convenience Store by Age

Age Product Price Place Promotion Grand Mean
20 years old and 3.59 3.56 3.96 3.49 3.65
below
21-25 years old 3.99 3.86 3.83 3.59 3.82
26-30 years old 4.31 3.98 4.00 4.24 4.13
31-35 years old 3.97 3.77 0 3.97 2.93
36 years old 4.22 4.11 0 3.56 2.97
Grand Mean 2.02 1.89 1.97 2.06 3.50

3.52-4.50 Satisfied
Table 13 shows the respondents’ perception on the level of satisfaction of
marketing mix strategies of a convenience store by age is that ages 26-30 got the
highest rank with grand weighted mean of 4.13 more than 21-25 years old with
3.82, 20 years old and below with 3.65, 36 years old with 2.97 and 31-35 years
sold with 2.93.
It shows that the product strategy in ages 26-30 got the highest ranking with
4.31 and the lowest is price strategy with 3.98. Promotion strategy with 4.24 and
place strategy with 4.00. On 21-30 years old, product strategy got the highest rank
with and the lowest is promotion strategy with 3.59. Price strategy with 3.86 and
place strategy with 3.83. On 20 years old and below, the place strategy got highest
rank with 3.96 and the lowest is promotion strategy with 3.49. Product strategy with
3.59 and price strategy with 3.56. On age 36 years old, product strategy got the
highest rank with 4.22 and the lowest is promotion strategy with 3.56. Price
strategy with 4.11. On the ages 31- 35 years old, product strategy and promotional
strategy got the highest rank with the same weighted mean of 3.97 and the lowest
is price strategy with 3.77.
Table 14

Marketing Mix Strategies of a Convenience Store by Marital Status

Marital Status Product Price Place Promotion Grand Mean
Single 3.86 3.72 3.62 3.63 3.70
Married 3.48 3.80 3.41 3.56 3.56
Grand Mean 3.67 3.57 3.38 3.60 3.63

3.52-4.50 Satisfied
marketing mix strategies of a convenience store by marital status is that single got
the highest rank with grand weighted mean of 3.70 more than married with 3.56.
It shows that the product strategy in the single got the highest rank and the
lowest is place strategy with 3.62. Price strategy with 3.72 and promotion strategy
with 3.63. On married, price strategy got the highest rank with 3.80 and lowest is
place strategy with 3.4. Promotion strategy with 3.56 and product strategy with 3.48
Table 15

Marketing Mix Strategies of a Convenience Store by Average Monthly Income

Amount usually Product Price Place Promotion Grand Mean
Spend
10,000 and below 3.77 3.64 3.54 3.54 3.62
10,000 - 15,000 4.24 4.41 3.96 3.98 4.15
15,001- 20,000 4.33 4.44 4.39 4.72 4.47
20,001-25,000 4.33 3.92 3.67 4.00 3.98
25,001 and above 2.83 3.00 3.17 3.33 3.08
Grand Mean 3.90 3.75 3.75 3.91 3.86

3.52-4.50 Satisfied
marketing mix strategies of a convenience store by average monthly income is that
15,001-20,000 got the highest rank with grand weighted mean of 4.47 more than
10,000-15,000 with 4.15, 20, 00-25,000 with 3.98, 10,000 and below with 3.62 and
25,000 an above with 3.08.

It shows that the promotion strategy in the bracket of 15,001-20,000 got the
highest rank with 4.72 and the lowest is product strategy with 4.33. Price strategy
with 4.44 and place strategy with 4.39. On the bracket of 10,000-15,000, price
strategy got the highest rank with 4.41 and the lowest is place strategy with 3.96.
Product strategy with 4.24 and promotion strategy with 3.98. On the bracket of
20,001-25,000, product strategy got the highest rank with 4.33 and the lowest is
place strategy with 3.67. Promotion strategy with 4.00 and price strategy with 3.92.
On the bracket of 10,000 and below, product strategy got the highest rank with
3.77 and the lowest is place strategy and promotion strategy with the same
weighted mean of 3.54 and price strategy with 3.64. On the bracket of 25,001 and
above, promotion strategy got the highest rank with 3.33 and the lowest is product
strategy with 2.83. Place strategy with 3.17 and price strategy with 3.00.
Table 16

Marketing Mix Strategies of a Convenience Store by Frequency of Visit

Frequency of Product Price Place Promotion Grand Mean
Visit
Once a week 3.32 3.46 3.61 3.74 3.53
Twice a week 3.71 3.75 3.56 3.39 3.60
Monthly 4.12 3.91 3.67 3.71 3.85
Twice a month 3.90 3.57 3.55 3.81 3.71
Grand Mean 3.76 3.67 3.60 3.66 3.67

3.52-4.50 Satisfied
marketing mix strategies of a convenience store by frequency of visit is that
monthly visit got the highest rank with grand weighted mean of 3.85 more than
twice a month with 3.71, twice a week with 3.60 and once a week with 3.53.
It shows that the product strategy in the monthly visit got the highest rank with
4.12 and the lowest is place strategy with 3.67. Price strategy with 3.91 and
promotion strategy with 3.71. On the twice a month, product strategy got the
highest rank with 3.90 and the lowest is place strategy with 3.55. Promotion
strategy with 3.81 and price strategy with 3.55. On the twice a week, price strategy
got the highest rank with 3.75 and the lowest is promotion strategy with 3.39.
Product strategy with 3.71 and place strategy with 3.56. On the once a week,
promotion strategy got the highest rank with 3.74 and the lowest is product strategy
with 3.32. Place strategy with 3.61 and price strategy with 3.46.
Table 17

Marketing Mix Strategies of a Convenience Store by Number years as a
Customer.

Amount usually Product Price Place Promotion Grand Mean
Spend
11 months & below 3.82 3.74 3.78 3.65 3.75
1-2 years 4.11 3.90 3.70 3.80 3.88
3-4 years 3.21 3.36 3.12 3.40 3.27
5 years and above 4.93 3.76 3.47 3.53 2.98
Grand Mean 4.02 3.69 3.52 3.60 3.47

3.52-4.50 Satisfied
Table 17 shows that the respondents perception on the level of satisfaction of
marketing mix strategies of a convenience store by number of years as a customer
is that 1-2 years got the highest rank with grand weighted mean of 3.88 more than
11 months and below with 3.75, 3-4 years with 3.27 and 5 years and above with
2.98.
It shows that the product strategy in the years 1-2 got the highest rank with
4.11 and the lowest is place strategy with 3.70. Price strategy with 3.90 and place
strategy with 3.70. On the 11 months and below, product strategy got the highest
rank with 3.82 and the lowest is promotion strategy with 3.65. Price strategy with
3.74 and place strategy with 3.78. On the 3-4 years, promotion strategy got the
highest rank with 3.40 and the lowest is place strategy with 3.12. Price strategy
with 3.36 and product strategy with 3.21. On the 5 years and above product
strategy got the highest rank with 4.93 and the lowest is place strategy with 3.47.
Promotion strategy with 3.53 and place strategy with 3.47.

Conclusion
After performing all the necessary steps and procedures in conducting the
research, the researchers come up with the following conclusion:
1. Profile of the Respondents
In terms of respondents profile the most majority of the respondents were
female followed by male and LGBTQ. On the age, the majority belongs to the
bracket of 20 years old and below with 48% and the lowest were belongs to
the bracket of 36 years old and above with 3%. On the respondents Marital
Status the majority is belongs to the bracket of single with 91% and the lowest
belongs to the bracket of married with 9%. On the respondents average
monthly income the most answers is from the bracket of 10,000 and below
and the lowest is from the bracket of 25,001 and above earners. On the
respondents frequency of visit the highest comes from the bracket of 34%
and the lowest is 14% and last, on the respondents number of years as a
customer of the said convenience store the majority belongs to the bracket of
11 months and below and the lowest is from 5 years and above.
2. Level of Assessment of Aspect of Marketing Mix Strategies
On the level of Assessment in marketing mix strategies namely product, price,
promotion, place strategy. The product strategy is the highest with 3.83 weighted
mean and rated as satisfied. Followed by pricing strategy with 3.73 weighted mean
and rated as satisfied. The promotional strategies with 3.62 weighted mean and
rated as satisfied and the lowest is the place strategy with 3.60 weighted mean.
Recommendations
Based on the summary of the conclusion drawn, the researchers arrived the
following recommendations:
1. In terms of pricing, the chosen convenience store should lessen the price of each item.
Having favorable pricing can attract more customers. Convenience store should range
their price that suitable to the customer’s budget to satisfy the needs and wants of
every customer.
2. In terms of service, improve the service by adding seats. Since the said convenience
store is offering ready to eat meal they should also provide more seats for the
customers.
3. Improve promotional strategy by giving freebies for the loyal customers. Freebies are
the most important strategy because it motivates customers to visit the store over and
over again. This could create loyalty and building the trust of customers.
4. In terms of sanitation, they should maintain the cleanliness of the stores since the
convenience store is mostly offering foods and beverages.

Appendix A
Sample Questionnaire
THE CUSTOMER’S ASSESSMENT OF A CONVINIENCE STORE
Dear Respondent,
The research entitled “The Customer’s Assessment of a Convenience Store”
is an initial requirement for the Subject, Marketing Research (PC2A)
Kindly respond to this questionnaire. We assure you that your answers are
secured.
Thank you for your kind participation.
The Researchers
Part I Profile of the Respondent

Instruction: Kindly put check (✔) on the line provided in each choice.
Contact number: ______________
1. Gender
____ Male
____ Female
____ LGBTQI
2. Age
____ 20 years old and below
____ 21-25 years old
____ 36 years old and above
3. Marital Status
____ Single
____ Married
____ Separated
____ Widowed
4. Average Monthly Income (in PhP.)

____10,000 and below
____10,001-15,000
____ 15,001-20,000
____ 20,001-25,000
____ 25,001 and above
5. Frequency of visit in this specific 7/11 Convenience Store

____ Once a day
____ Twice a week
____ Monthly
____ Twice a month
6. Number of year as a customer of this specific 7/11 Convenience

Store
____ 11 months and below
____ 1-2 years
____ 3-4 years
____ 5 years and above
Part II Satisfaction of The Customer’s Assessment of a Convenience Store

Instruction: Kindly put check (✔) in the appropriate box by rating the degree of satisfaction of each
statement.
Indicator: Very Satisfied (5)

Satisfied (4)
Somehow Satisfied (3)
Less Satisfied (2)
Not Satisfied (1)
2. Aspects of Satisfaction of Marketing Mix Strategies LEVEL OF SATISFACTION
2.1 Product 5 4 3 2 1
2.1.1. Slurpee
2.1.2. Gulp
2.1.3. Siopao
2.1.4. Hotta Rice
2.1.5. City Blends
2.1.6. Bigbite Hotdog
2.2 Price 5 4 3 2 1
2.2.1. 24/31/41 (Slurpee)
2.2.2. 26/31/36 (Gulp)
2.2.3. 29/42 (Siopao)
2.2.4. 39/49/59/69 (Hotta Rice)
2.2.5. 22/32/42 (City Blends)
2.2.6. 30 (Bigbite Hotdog)
2.3 Place 5 4 3 2 1
2.3.1. Sanitation
2.3.2. Parking Space
2.3.3. Temperature
2.3.4. Fragrance
2.3.5. Seating Capacity
2.3.6. Lighting
2.4 Promotion 5 4 3 2 1
2.4.1. Cliqq App
2.4.2. Reward Card
2.4.3. Discounts
2.4.4. TV Advertising
2.4.5. Social Media (Facebook, Twitter, Instagram)
2.4.6. Rebates (GCASH)

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NAVOTAS POLYTECHNIC COLLEGE 1

THE CUSTOMERS ASSESSMENT OF A CONVENIENCE STORE

A Marketing Research Paper

In Partial Fulfillment of the Requirements for the Subject

Abstract /Executive Summary 4

Review and Related Literature and Studies 8

Research Objective (Statement of the problem)

Scope and Limitations

Population, Sample Size, and Sampling Technique

Description of the Respondents

Data Gathering Procedure

Title : The Customers Assessment of a Convenience

Degree : Bachelor of Science in Business Administration

Institution : Navotas Polytechnic College

Adviser : Prof. Arman L. Guinto, MBA

purchase decision of the consumer in convenience store in terms of price, store

location, sales promotion, convenience popularity, availability, advertisement, print

quality and price.

polytechnic college students had average of 100% total of respondents. In terms of

average income, 85% of the respondents had average income or allowance of

a total of 91% of the total number of respondents.

and promo of the convenient store.

Statement of the Problem

Review Related Literature and Studies

machines and so on. This is why we see convenience stores sprouting

According to the Moderating Role of Shopping Trip Type in Store Satisfaction

convenience is more important.

According to Nielsen’s latest Shopper Trends report highlights increasing

growing demand of some convenience stores are expanding their assortments of

shoppers can dine and socialize. (Convenience is Key to Appealing to Busy

According to the 2017 Food Retail Sectoral Report by Global Agricultural

Information Network, the largest grocery retailers in the country — SM

Supermarket, Robinsons Supermarket and Puregold — still dominate the food

where consumers regularly visit to shop and recreate.

majority of Filipino consumers.

“As such, retailers remain heavily committed to providing increased access

To provide local consumers more convenience and accessibility, grocery

country’s business districts.

“Convenience stores continue to expand due to the bullish Business Process

Food Retail Sectoral Report said.

“Aside from well-stocked shelves of packaged food, beverages, and other

premium in exchange for convenience,” the report added.

as Lawson and Family Mart.

The definition of convenience store is a retail store of 3,500 square feet or

convenience and travellers shopping needs (Anon., 2010).

According to P.Miller, F.Vandome and McBrewster (2009), a convenience

lottery tickets, newspapers and magazines, along with a selection of processed

alongside busy roads, in densely-populated urban neighbourhoods, at gas/petrol

stations or near railway stations or other transportation hubs. In some countries

Another definition by W. Lamb, F. Hair, McDaniel (2008) is that convenience

turnover convenience goods.

Problems in Convenience Store

According to Winston, Albright, Broadie, Lapin,Whisler (2008), there are some

problem in this convenience stores business which is the queuing problem.

In United States, the convenience store industry continues to show their

convenience store in Taiwan in the 1980s and 1990s

shops in Taiwan, and now it is ubiquitous. However, there is minimal research in

English that discusses the development of this format in Taiwan. Based on

According to Maister in his "The psychology of waiting in lines", the

it is explained or if there’s a specific amount of time to wait. A convenience store

According to A. Rafaeli in her “When cashiers meet customers: An

analysis of the role of supermarket cashiers” the attitude of cashier or counter

their basis on shopping in a convenience store. Good customer experience will