Interviews with customers of convenience stores
Our client, acting on behalf of an international trade corporation, asked PMR to conduct 340 personal interviews (PAPI) with convenience store customers. It was another PMR market research project that involved convenience store segment. The point of the research was to collect information about our client’s customers (shopping habits and motives for choosing a store), measure customer satisfaction related to use of our main client’s stores compared to use of the competitor’s stores, and to diagnose consumer needs that are still unmet.
The interviews were divided up: one-half were completed with customers who go to stores belonging to the main client of this research project, while the other half were spent with customers who go to stores belonging to our client’s competition. We chose to interview customers in front of a sample of stores owned by the main client of this project. The stores had been randomly prior to the interviews. Competitor’s stores were chosen by precise procedures within a radius of up to a few kilometres from our client’s stores.
Value for the client
The main client of the project, a convenience store operator, will use the research results to monitor levels of customer satisfaction, to adapt its offer to the needs of current customers, and to make decisions regarding development strategy.
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