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

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,