Short answer

When designing or adapting convenience store concepts for emerging markets, prioritize physical and temporal accessibility above all other features.

Field: Innovation & Markets
Source: Journal of International Consumer Marketing (2009)
Method: Mixed-methods research, combining qualitative interviews with quantitative surveys.
Sample: 400 consumers (survey)
Evidence: Strong effect

Consumer expectations for convenience stores in emerging markets are primarily driven by the ease of access, including store location, parking, and operating hours. This innovation & markets research insight is drawn from a 2009 study published in Journal of International Consumer Marketing. Using Mixed-methods research, combining qualitative interviews with quantitative surveys. with 400 consumers (survey), researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing or adapting convenience store concepts for emerging markets, prioritize physical and temporal accessibility above all other features.

Study

Innovation & MarketsHigh ImpactStrong effect

Convenience Store Success Hinges on Accessibility in Emerging Markets

Consumer expectations for convenience stores in emerging markets are primarily driven by the ease of access, including store location, parking, and operating hours.

Journal of International Consumer Marketing · 2009

Key Findings

01Salient attributes for Chilean consumers are related to the 'access dimension' of convenience.
02Key access attributes include proximity to the store, availability of parking facilities, and convenient operating hours.

Application

Design takeaway

When designing or adapting convenience store concepts for emerging markets, prioritize physical and temporal accessibility above all other features.

How to apply

Before launching a convenience store in a new emerging market, conduct thorough research into local transportation networks, typical work/life schedules, and existing retail access points to inform site selection and operating hours.

Project actions

01When researching a new product or service for a specific market, start by understanding the most basic needs of the user.
02Consider how 'convenience' is defined differently in various cultural and economic contexts.

Method & Evidence

AimTo identify the key consumer expectations for convenience stores in an emerging market context, specifically in Chile.

MethodMixed-methods research, combining qualitative interviews with quantitative surveys.

ProcedureInitial qualitative interviews were conducted to identify salient convenience store attributes. Subsequently, a quantitative survey was administered to a larger sample of consumers to validate and quantify the importance of these attributes.

Sample400 consumers (survey)

ContextEmerging markets, specifically the convenience store retail sector in Chile.

Variables

IVConsumer expectations regarding convenience store attributes (e.g., access, parking, hours).

DVConsumer preference and adoption of convenience stores.

CVDemographics of consumers, specific location within Chile.

Strengths & Limitations

Strengths

+Combines qualitative and quantitative methods for a comprehensive understanding.
+Focuses on an under-researched area (convenience stores in emerging markets).

Limitations

This study focused only on Chile, so the results might be different in other emerging markets.

Reliability & validity

The use of a survey with a sample size of 400 enhances the reliability of the findings. The qualitative interviews add to the validity by exploring the 'why' behind the quantitative results.

Think critically

How might other factors, such as price, product variety, or store atmosphere, become more important once basic accessibility needs are met in an emerging market convenience store?

Design Principles

"Accessibility is paramount for convenience store adoption in emerging markets."

Understanding these core accessibility needs is crucial for retailers looking to introduce or adapt convenience store formats in new, developing markets. This insight can guide strategic decisions regarding site selection, store design, and operational planning to better meet consumer demands and achieve market penetration.

What This Means for Your Design

For convenience stores to be popular in new countries, they need to be easy to get to, have parking, and be open at convenient times.

How to use in your project

1.Use this research to justify focusing on accessibility features in your design for a convenience-oriented product or service in a specific market.

Add to My Project

Quick Cite

Paragraph starter

Research into convenience stores in emerging markets, such as the study conducted in Chile, highlights the critical importance of accessibility. Consumer expectations in these contexts are heavily influenced by factors like store location, parking availability, and operating hours, suggesting that for a new design project targeting a similar market, prioritizing these 'access dimensions' will be key to user adoption and satisfaction.

Source

Journal of International Consumer Marketing

Investigating Consumer Expectations of Convenience-Store Attributes in Emerging Markets: Evidence in Chile

journal · 2009

View source

Questions About This Research

What does the research say about convenience store success hinges on accessibility in emerging markets?: When designing or adapting convenience store concepts for emerging markets, prioritize physical and temporal accessibility above all other features. Evidence: Journal of International Consumer Marketing (2009).
Why does "Convenience Store Success Hinges on Accessibility in Emerging Markets" matter for design?: Understanding these core accessibility needs is crucial for retailers looking to introduce or adapt convenience store formats in new, developing markets. This insight can guide strategic decisions regarding site selection, store design, and operational planning to better meet consumer demands and achieve market penetration.
How can designers apply this research?: When designing or adapting convenience store concepts for emerging markets, prioritize physical and temporal accessibility above all other features.
What were the main findings?: Salient attributes for Chilean consumers are related to the 'access dimension' of convenience.. Key access attributes include proximity to the store, availability of parking facilities, and convenient operating hours.
What research method was used?: Mixed-methods research, combining qualitative interviews with quantitative surveys. with 400 consumers (survey).
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2009 journal from Journal of International Consumer Marketing.
What should I do differently in my next project?: Before launching a convenience store in a new emerging market, conduct thorough research into local transportation networks, typical work/life schedules, and existing retail access points to inform site selection and operating hours.
What are the limitations?: The findings are specific to the Chilean context and may not be generalizable to all emerging markets without further research.