Management Research USA 2022

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author Note

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Introduction
7-Eleven refers to a US international chain of convenience stores that is currently
headquartered in Dallas Texas. The industry in which the organization operates includes the
retail industry of US. The organization operates in a good number of locations both in USA as
well as outside the nation. The current numbers of workers working in the mentioned
organization are more than 45,000 employees. The total number of stores operated by the
mentioned organization includes 68,236 stores. The key products that are sold by the
organization include Slurpee beverage, Big Gulp beverage cup, coffee, candy, prepared foods
items, gasoline, fairly, snacks along with various assortment of beverages (Goodman, 2014).
The organization has gained high reputation in both local as well as international market due to it
pocket friendly price of products. However, due to internal managerial issues, Seven eleven has
also received negative popularity as well. In the following paragraph, the consumer experience
of the mentioned organization will be analysed as well as evaluated by conducting both primary
as well as secondary research. The objective of the research is to implement effective strategies
in order to enhance the experience of the consumers working in Seven Eleven.
Primary research method
Primary research methods are conducted by researchers in order to gain first hand
information on the research issue. Primary data can be collected by directly communicating with
the consumers through online surveys, mail surveys, telephone interviews, face to face surveys,
face to face interviews, focus groups and by analysing sales data. For this research, online survey
has been conducted. In order to understand the experience of the consumers in 7 Eleven, a
questionnaire containing 10 questions have been prepared (Piller & Kumar, 2006). The questions

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had been designed keeping in mind the current issues associated with Seven Eleven and to
understand the rate of satisfaction of the consumers while purchasing products from the
organization. In order to select participants, random sampling method has been used. Non-
probability sampling can be defined as the sampling method where every individual in a
population does not possess an even chance of getting selected (Buhring, O'Mahony &
Dalrymple, 2015). The consumer data base of two of the Seven Eleven outlets were checked in
order to find out the name of consumers who visited the stores frequently. The next step included
inviting the participants. 20 participants were selected from the list. All the Participants were
invited through email. An online consent form is sent to them. A paid survey is then conducted
with the 20 consumers. The results from the survey has been gathered and analysed.
Secondary research method
Along with primary research, data collection from 3 secondary research methods has
been implemented. The secondary research methods include academic journal articles, book
chapters and business report. Secondary data can be defined as the data obtained form already
existing research papers and articles that are relevant to the current research but have not been
collected keeping in mind the same. In order to collect data from academic journal articles and
book chapters, 5 articles and 5 books that are relevant to the research topic that is consumer
experience and stratifies to enhance the same, have been selected. Along with this, effective the
business reports of the Seven Eleven organization has also been analysed in order to find out the
already existing as well as the potential challenges faced by the organization (Rew & Minor,
2018). The secondary research has been conducted in order to gain an effective understanding of
contemporary issues that are leading to the deterioration of consumer experience in the retail
industry. Along with this the secondary research also provided concept about different types of

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strategies that can be implemented by organizations in order to enhance the consumer experience
in the retail industry.
Challenges and opportunities to gain consumer satisfaction
The consumer experience strategy can be defined as the actionable plans in place to
deliver a positive, meaningful experience across every interaction a customer has with an
organization. While majority of the consumers were found to be satisfied with the services
provided by the service executives, some of the consumers were found to be facing issues with
the rate quality of the products. Along with this, consumers were also found to be facing issues
with the price of the products sold in the organization. According to researcher, the retail
industry of Australia is highly saturated. The competition between the existing organization is
high and thus it is highly crucial for 7 Eleven to enhance the experience of the consumers by
offering them with high quality products in a reasonable price range (López & Mowinckel,
2017). One of the chief opportunities that the organization posses is to enhance their online
marketing. The second opportunity possessed by the organization includes practicing
differentiated pricing strategy in the new market. It will enable the firm to maintain its loyal
customers with great service and lure new customers through other value oriented propositions.
Identification of 2 consumer segment
From the survey it has been found that majority of the consumers of the 7 Eleven organization
belongs to the age range of 18 to 24 years. Therefore, from the perspective of demographic
segmentation, collage students and professionals are the chief consumers of the mentioned
organization. Demographic segmentation can be defined as the processor dividing the market on
the basis of variables like age, gender, educational level, family size and occupation. The two

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consumers segment includes college students and professionals. Considering the fact that the
organizations offers the consumers with a low cost yet tasty food items like coffee, candy and
other products, the product rang is attractive for students (Behare, Waghulkar & Shah, 2018).
When it comes to the professionals, majority of them opt for purchasing products that are ready
made like Slurpee beverages and Big Gulp beverages.
Name: Sam Dickens Location: Brisbane
Gender: Male Preference for food: ready to make Noodles,
Candies
Age: 18 years Goals: To become an engineer
Education: University student
Name: Samantha Jones Location: Brisbane
Gender: Female Preference for food: ready to make Noodles,
Slurpee beverages and Big Gulp beverages
Age: 22 years Goals: To get promoted within the next 1 year
Profession: Medical representative
VOC and consumer feedback (200)
Majority of the consumers reported that they are highly satisfied with the fact that the
mentioned organization saves time. This denotes that the racks of the mentioned retail outstore is
well organized and well maintained. Besides that the consumer service is efficient enough that

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results in saving time of the consumers. Majority of the consumers were found to be satisfied
with the service provided by the mentioned organization to its consumers. Thus, consumers are
found to be satisfied with the consumer service of the organization. When it comes to the
affordability of the products offered to the consumers from the organization, good number
consumers have been found to be dissatisfied (Aziz, 2018). This feedback implies that the
product sold by the mentioned organization is of higher cost compared to that of its competitors.
When consumers were asked how well the service provided by the organization meets their
needs, it has been found that majority of the consumers are highly satisfied. However when it
came to the quality of the product, majority of the consumers were found to be somewhat
satisfied. Finally, when consumers were asked if they wants to repurchase fro the mentioned
organization, majority of them were found to be highly likely to perform the same. However,
when it come to recommending the organization to friends, majority was found not be interested
to perform the same.
Consumer Experience Map and alignment diagram
Internal
Influence
External
influence
Searching
for
products
Comparis
on
Purchasi
ng
decision
Purchasi
ng
Post
purchasi
ng phase
Consumer
1: Collage
students
1. Daily
require
ment
2. Low
cost
yet
3. Campai
gns
4. Social
Media
platfor
1.Offline
stores
2.Online
stores
On the
basis of
service
quality
Guidanc
e is
offered
by the
consume
r
Offline
As well
as online
Consum
er
feedback
is
collected
after

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tasty
food
items
ms executiv
e in
order to
enhance
the
consume
r
experien
ce
every
purchase
Consumer
2:
Profession
als
1. Daily
require
ments
2. Hunger
and
lack of
time
(opts
for
ready
to
made
food
items)
5. Campai
gns
6. Social
Media
platfor
ms
3.Offline
stores
4.Online
stores
On the
basis of
service
quality
Guidanc
e is
offered
by the
consume
r
executiv
e in
order to
enhance
the
consume
r
experien
ce
Offline
As well
as online
Consum
er
feedback
is
collected
after
every
purchase

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Figure 1: Consumer Experience Map
Source (Created by the Author)
Conclusion
From the above discussion, it can be clearly understand that the mentioned organization
have the potential to ensure effective consumer satisfaction and experience. The service provided
by the mentioned organization was found to be highly satisfactory for the consumers. However,
issues have been noticed in the quality of the product offered and the price range. Majority of the
consumers agree to the fact that the product quality of Seven Eleven is satisfactory but not
excellent. Considering the fact that high competition exists between organizations in the retail
industry of Australia, it is highly crucial for the organization to invest in effective strategies in
order to enhance the product quality and thus gain competitive advantage in the market.

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Reference List
Aziz, A. A. A. (2018). Conceptualizing Muslim Consumer Ethical Behaviour and its
Antecedents. Int. J Sup. Chain. Mgt Vol, 7(2), 211.
Behare, N., Waghulkar, S., & Shah, S. A. (2018, August). A Theoretical Perspective on
Customer Experience (CX) in Digital Business Strategy. In 2018 International
Conference on Research in Intelligent and Computing in Engineering (RICE)(pp. 1-7).
IEEE.
Buhring, J. H., O'Mahony, B., & Dalrymple, J. (2015). Memorable Experience Desires: Getting
Into the Mind of the Luxury Hotel Consumer to the Year 2020. ACR Asia-Pacific
Advances.
Goodman, J. (2014). Customer experience 3.0: High-profit strategies in the age of techno
service. Amacom.
López, I. S., & Mowinckel, K. M. (2017). Exploring tourism experiences in Cantabria: analysis
of behavior and consumer demand. International Journal of Scientific Management and
Tourism, 3(4), 419-430.
Piller, F., & Kumar, A. (2006). Mass customization: Providing custom products and services
with mass production efficiency. Journal of Financial Transaction, 18(3), 125-131.
Rew, D., & Minor, M. (2018). Consumer resilience and consumer attitude towards traumatic
events. Journal of Customer Behaviour, 17(4), 319-334.
Yoon, S. (2017). Creating memorable tasting room experience: service provider
perspectives (Doctoral dissertation, University of British Columbia).

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Appendix
Link of the survey: https://www.surveymonkey.com/results/SM-X2KL9WND7/