A study of behavior and customer perceptions in leading convenience store.

Abstract

Convenience store provides simple purchasing and play very important role in Thai’s daily life, particularly people live in Bangkok metropolitan area. In this study, consumer behavior is observed by examining perceptions of retail convenience. 7-Eleven is selected as a case study because it is the largest retail chain in Thailand with highest revenue. Dimensions of retail convenience including access, search, transaction, and possession convenience are studied by using in-depth interview among Thai consumers who live in Bangkok. The results show that the most important attributes are close to home or work in access convenience, store layout in search convenience, quick payment method in transaction convenience, and discount and promotion in possession convenience. In addition, food and beverage are the most popular products sold at 7-Eleven stores.

KEY WORDS: 7-Eleven / Retail convenience / Dimensions of retail convenience/ Bangkok / Convenience store