The Consumer’s Behavior Research in Large Convenience Stores：The Case of the 7-ELEVEN Stores in Metropolises

• Main Authors: Chang-Sheng Chao, 趙常勝
• Other Authors: Jin-Feng Uen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/35441494089501080145

碩士 === 國立中山大學 === 高階經營碩士班 === 101 === Due to the growth of e-commerce, service commodities and eating out people in Taiwan recently, the convenience stores no longer just sell food and beverages. Convenience stores develop constantly more and more products and service commodities. In order to fulfill these various products and let consumers rest or take meals in the stores, convenience stores enlarge their shops. They set up tables, rest room and parking area for people to stay longer in the stores. Obviously, the sales amount of large stores is much more than other stores. This research attempts to realize the revolution of Taiwan’s convenience stores. In order to meet consumers’ needs, convenience stores transit from small stores into large shops. The research is focus on Taiwan’s convenience stores about developing large stores actively in these years, and will investigate and analysis for the demographic variables, consumer behavior, overall impression of stores. The research is accordance with the strategy for the development of large stores of 7-ELEVEN which based on the consumers of six metropolitan cities. There are three major conclusions for this report, first for operating large stores, must be innovative, changeable and with strong support and also positive operating policy. Second, the result of consuming products in convenience stores is as following, beverages/snacks (25.7%), breakfast (21.8%), lunch (12.2%), dinner (9.8%). It shows that consumers are no longer buy beverages and snacks only, they will also take their meals in convenience stores. Third, according to the overall impression of large 7-ELEVEN for the consumers in metropolitan cities, the highest average scores is “provide meals and seats”. It indicates that consumers have highly recognition for setting up dining area and seats in large stores, and will increase their willing to repurchase.