Consumer behaviour toward convenience store chains in Greece

Abstract

Purpose – The purpose of this paper is to examine consumer behavior towards Greek convenience stores chains and to determine the criteria on which store selection is based. The paper also analyses the stores’ position in the retail sector. Design/methodology/approach – A random sample of 360 convenience store consumers was surveyed across four major cities. Data were collected through personal interviews, using a structured questionnaire. Statistical analysis was applied to further evaluate the information. Findings – Consumers choose convenience stores mainly to cover their daily needs and save time on shopping, despite their dissatisfaction with the provided services. The survey also identified the characteristics of convenience store customers and their preferences. Originality/value – The principal contribution of the present research is its focus on consumer behavior towards convenience stores in Greece.