Alfamart

Chapter 1

Introduction

When Alfamart initially opened for business in Trece Martires, Cavite, in 2014, it brought the

world to the Super Minimart idea. Since then, Alfamart has quickly spread to a number of sites in North

and South Luzon, including Cavite, Laguna, Batangas, Metro Manila, Pampanga, Bulacan, Zambales,

Bataan, and Nueva Ecija. A hybrid of a convenience shop and a supermarket is called a Super Minimart.

Everything you need for your house is available there, including canned meals, frozen meats, fish,

veggies, and personal hygiene items. Communities and residential areas are the best places for Super

Minimarts. Alfamart not only supplies the necessities for a family's everyday life, but also ensures that

these items are reasonably priced or nearly so when compared to supermarket rates. Alfamart consumers

benefit from its accessibility since they don't have to go far to get their groceries, which saves them

money and time. In 2020, the opening of Alfamart's historic 1000th shop in the nation, following just six

years in business. In order to reach underprivileged areas in the Philippines, it keeps opening new

branches. This research outlines the motivation for the research and covers a number of topics, including

background the conceptualization of the problem, the research questions and objectives, significance of

research, its breadth, its constraints, its essential vocabulary, and research framework, suggestions, and

chapter conclusions.
Background of the Study

Customers like easily accessible convenience stores as they give them what they need within

their convenience. Alfamart customers purchase products for a variety of reasons, one of which is the

entirety of the products they have. This is consistent with the pertinent study revealed by (Ginting, 2018),

indicating that customers favor shopping at Alfamart as the quality is certain, it is more enticing, and it is

more comprehensive. The layout of the commodities at Alfamart is undoubtedly connected to their

completeness.

current commodities, whether the assortment of goods at Alfamart appears orderly and in line with the

collective, after which the individual who will shop at Alfamart is simple to locate the products he wants,

and eventually, that customer will make purchases at Alfamart and turn into Alfamart customers. This can

be found in pertinent studies that have been done. This can be found in pertinent studies that have been

done.

by (Vellina & Nugroho., 2020), according to which a product's layout has an impact on how a product is

visually communicated to customers. With so many Alfamarts are dispersed, which facilitates customer

shopping and transactional ease. This is in line with pertinent study carried out by Vellina and Nugroho.,

2020), indicating that the travel time between the minimarket and the residence or the primary driver of

shopping is work. If the service model is sound, it can create Customers will return to Alfamart because

they feel at ease there purchasing there at various occasions.

Conceptual Framework

This contains the research paradigm that shows the framework of the study being conducted by

the researchers. A conceptual framework is the arrangement and organization of the research idea. The

study issue is elaborated in a conceptual framework with reference to pertinent literature. This section of

the study may include an overview of the main independent and dependent variables. Conceptual

frameworks are a type of intermediate theory that try to connect to all aspects of inquiry (problem

definition, purpose, literature review, methodology, data collection and analysis). The framework can be

summarized in a schematic diagram that presents the major variables and their hypothesized

relationships. It may function similarly to maps that provide empirical research coherence. Depending on

the study objective or problem, conceptual frameworks might take on numerous shapes because they are

potentially so similar to actual investigation.

Figure 1. Conceptual Framework Paradigm

Inputs Process Outputs

1.Which factor has - Organization

the biggest impact of data
on the satisfaction of
customers with - Collecting of
convenience stores? data The measurement of
1.1 Products consumer satisfaction
1.2 Price towards convenience
- Conduct a
1.3 Location stores.
survey to
1.4 Service
determine
customer
2. How frequently do
satisfaction in
consumers shop at
convenience
convenience stores?
store
3. How much do
people spend in
convenience stores?
Statement of the Problem

This study aims to identify the measurement of consumer satisfaction towards convenience stores in

other areas of the Philippines. Specifically, it sought to answer the following questions:

1. Which factor has the biggest impact on the satisfaction of customers with convenience stores?

1.1 Products

1.2 Price

1.3 Location

1.4 Service

2. How frequently do consumers shop at convenience stores?

3. How much do people spend in convenience stores?

Hypothesis of the Study

These are the following alternative hypothesis presented by the researchers based on the

research questions:

Alternative Hypothesis: There is a significant relation between the factors (product, price, location, and

service) in Alfamart.
Null Hypothesis: There is no significant relation between the factors (product, price, location, and service)

in Alfamart.

Scope and Limitations of the Study

The research's limitations highlight factors or characteristics that are truly within the wide purview

of the study, but due to specific methodological or procedural obstacles, making them ineligible for

inclusion in the study and beyond the researcher's authority. In keeping with the problem's diagnosis, the

emphasis

of the study focuses on the factors that influence customers' interest in purchasing at Alfamart. There are

several aspects, including cost, level of service, and shop environment and product availability on

Alfamart customers' motivation in making a purchase.

Significance of the Study

The result of this study will be significant in measurement of consumer satisfaction towards

convenience stores. This study will be beneficial for the following:

Customer. The information in this study will help people resolve their problems in finding their needs and

wants conveniently through accessible convenience stores around them.

Retailer. The findings of this study will assist stores and retailers in creating and preserving a setting that

is advantageous to both them and their clients. It is beneficial for the retailers as it can be used to produce

new products for the market. Aside from that, the results can also be used to make improvements and

innovations in their current commodities.

Students. The results of this study will be beneficial for students to help them expand their thinking about

the convenience stores around them.

Future researchers. The findings of this study may serve as a foundation for future researchers who will

conduct a study similar to this research. This will provide information and ideas that can be used for future

studies.

Definition of Terms

The following terminologies are defined by the researchers to further understand the study.

Retailer. Person who buys goods, rather than a store or other business: Both companies are

trying to attract retail customers.

Convenience store. A retail store that carries a limited selection of basic items, as packaged

foods and drugstore items, and is open long hours for the convenience of shoppers.

Hybrid. Utilize two or more organizational practices to support their product/service.

Consumer. A person who purchases goods and services for personal use.

Customer. A person or organization that buys goods or services from a store or business.

Accessibility. The quality of being able to be reached or entered.

Commodities. Are raw materials used to manufacture consumer products. They are inputs in the

production of other goods and services.

Demographics. Are statistics that describe populations and their characteristics.

 CHAPTER 2

Review Related Literature

Convenience stores have been facing challenges with declining in-store transactions and declining store

counts over the past decade (Longo and Hanson, 2020, 2021; NACS, 2019b). Prior to the Covid-19

pandemic, the industry was experiencing declining in-store transactions, which have been slipping since

2014 (NACS, 2019b). In fact, c-stores’ total in-store transactions in 2020 declined by 11.4%, despite the

convenience store industry being labeled as an essential business during the pandemic (Longo and

Hanson, 2021).

There are many aspects of a convenience store that are different from other types of retailers (e.g.,

grocery stores, supermarkets, drug stores), such as smaller formats, convenient on-the-go items that

cater to consumers’ busy schedules. One problem in the current retailing literature is the lack of

understanding of convenience store attributes in different countries form a customer-centered

perspective, and a comprehensive measurement tool is also lacking. Numerous studies have been done

in the retailing landscape; but there seem to be very few that have concentrated on c-stores, and there is

no convenience retail customer rating scale (Tlapana, 2021).