Convenience Store News

MAR 2017

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24 Convenience Store News | MARCH 2017 | WWW.CSNEWS.COM SMALL OPERATOR Carbonview Research delved into the demographic profile of c-store shoppers who typically shop at small operators (10 stores or less) vs. chains (11-plus stores), and what they find most appealing about each. THE SHOPPER PROFILE Interestingly, the presence of children in the house- hold seems to have the greatest influence over wheth- er c-store shoppers choose to visit a small operator or a chain. Among the 42 percent of c-store shoppers with children living in their household, more typically shop at chains (43.1 percent) than at small operators (32.3 percent). Shoppers sans kids under the age of 18 at home (a majority of shoppers at 58 percent of the total) show a striking preference for small operators: cited by 67.7 percent as their typical choice, compared to 56.9 per- cent who typically shop at a chain location. By gender, men — who are more likely to shop at W ith nearly 155,000 convenience stores spread out through the United States, consumers are certainly not at a loss for options, and the decision to stop at one store vs. the other across the street can often be a choice between doing business with a chain or a small operator. Convenience Store News, in partnership with its sister company Carbonview Research, recently sur- veyed 1,505 consumers who shop at a convenience store at least once a month for its eighth-annual Realities of the Aisle consumer study. The sample of respondents was obtained from a national panel, rep- resenting the total population based on gender, age, region, income, and presence of children in the house- hold. The yearly survey essentially asks respondents the who, what, when, where, why and how of their shopping habits. This year, as part of the study, CSNews and Beating the Big Guys on Customer Service CSNews asked c-store shoppers about the pros and cons of small operators vs. chains By Linda Lisanti RESPONDENTS WHO TYPICALLY SHOP: TOTAL SMALL OPERATOR CHAIN LOCATION Gender: Male 58.4% 56.1% 58.6% Female 41.6 43.9 41.4 Children in Household: Yes 42.0% 32.3% 43.1% No 58.0 67.7 56.9 Shopper Frequency: Frequent 64.4% 61.9% 64.7% Infrequent 35.6 38.1 35.3 Frequent shopper defined as visiting daily or weekly Source: Convenience Store News Market Research, 2017 DEMOGRAPHIC PROFILE 47.1% 62.1% The percentage of female chain shoppers who rate their usual convenience store as excellent/very good in variety of products offered. The percentage of female small-operator shoppers who rate their usual convenience store as excellent/very good in variety of products offered.

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