CONSUMER SHOPPING BEHAVIOURS IN 24 HOURS CONVENIENCE STORES

Abstract

This study is conducted to find out more about the consumer shopping behaviour of 24-hour convenience stores, the selection criteria of stores and the rationality of the stores' co-location strategy. Consumer shopping behaviour of convenience stores is very different from consumer shopping behaviour of other types of shopping. Consumers visiting convenience stores are efficient in shopping and will visit the convenience stores nearest their home. They are task-oriented and do not spend much time in the store. Among a list of selection criteria, reasonable pricing and proximity to homes proved to be the most important factors chosen by most consumers. It was found that consumers patronizing 24-hour convenience stores differ in consumer profile, behaviour and selection criteria of 24-hour convenience stores. The nature of competition between convenience stores which are located close together is price and service based. They compete through regular promotions and good customer services to attract and retain their customers. Their co-location strategy is rational. It is hoped that the findings of this study can enhance store owners' investment returns and enable them to better understand their customers in order to provide goods and services that cater to their needs. Consumers can benefit if their requirements are made known to store owners so that their shopping experience will be more fruitful.