Marketing Research: Convenience Store Comparison between Royal Farms and 7/11

This marketing research paper compares the suitability of Royal Farms and 7/11 convenience stores for Washington College students and the US market based on customer buying behavior, brand satisfaction, and pricing strategy.

Running head: MARKETING RESEARCH
Marketing Research
Name of the Student:
Name of the University:
Author’s Note:

2MARKETING RESEARCH
1. Research questions
 Which convenience store is a more favorable option for Washington College students and
United States market between the Royal Farms and 7/11?
 How does the convenience store marketer understand the current needs of the market?
 How does the store marketer identify the consumers buying behavior?
Secondary data analysis
Brand satisfaction is a big factor that influences the consumers purchasing behavior.
However, the consumer goes to a brand which can fulfill their needs. Hence, for the marketers, it
is crucial to identify those brands that meet the current market demand (Oliver, 2014). However,
brand identification based on the consumer satisfaction is an effective way for the marketers to
detect the suitable convenience store. Status brands are more preferable for the consumers as it
shows wealth and luxury products. In order to show the status, the consumers use the products of
the status brand. Hence, the convenience stores those contains the products of the status brand
are accepted by the marketers. On the other hand, in the context of retail stores those have food
and beverage products need to promote their business more. Consumers have a tendency to move
forward towards the stores those can promote their business in an effective way. Health and
hygiene are the two major factors of the food and beverage products (Zou, Xu, Fang, & Li,
2016). Hence, the consumers purchase products from those convenience stores or the brands,
which are promoted effectively in the consumer domain with proper product information.
The store marketers focus on the advertising and the promotion of the brand as well as
the store to identify the authentic stores, which have popularity in the consumer domain. If the
store has promoted in well mannered then the store marketers choose such store (Hosseini,

3MARKETING RESEARCH
Jayashree, & Malarvizhi, 2014). On the other hand, pricing strategy of the store is another factor
based on which the stores are able to increase their customer's number as well as their sales
revenue generation. In order to identify the good store, the store managers need to focus on the
pricing strategy of an organization. However, if the convenience store offers a high quality
product with low price then the consumer attracts towards such store.
Hence, pricing strategy is a big factor based on which the convenience store marketers
can identify the suitable store for their business or to market the products. Food and beverage are
the daily need of the consumers. Hence, low pricing strategy of the convenience store increases
the number of customers from all classes. This ensures the marketers that such stores who use
the low pricing strategy have more growth in the market. Competition is another factor based on
which the convenience store marketers select the stores (Sethuraman, & Gielens, 2014).
However, the stores those have a good competitive advantage in their market are preferred by the
store marketers.
As a researcher of the group project, I have collected the information from the secondary
sources by using exclusion and inclusion criteria. I have used current information in the research
project based on the analysis of customer buying behavior, brand satisfaction, pricing strategy of
an organization to analyze the suitability of the stores in the context of marketers. I have used the
information with proper citation.

4MARKETING RESEARCH
References
Hosseini, Z., Jayashree, S., & Malarvizhi, C. (2014). Store image and its effect on customer
perception of retail stores. Asian Social Science, 10(21), 223.
doi.org/10.5539/ass.v10n21p223
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge.
Sethuraman, R., & Gielens, K. (2014). Determinants of store brand share. Journal of
Retailing, 90(2), 141-153. doi.org/10.1016/j.jretai.2014.04.002
Zou, P., Xu, Y., Fang, Z., & Li, W. (2016). The effectiveness of location-based advertising:
when, where, and to whom. International Journal of Mobile Communications, 14(3),
273-290. doi.org/10.1504/IJMC.2016.076289