Attachment 2
CONVENIENCE STORE VERSUS HYPERMART
CUSTOMER RESEARCH
SURVEY OUTLINE
OBJECTIVE IN CONDUCTING SURVEY
The objective of the customer survey was to determine how customers were reacting to the influx of hypermart
gasoline marketing and what changes in products and services would induce them to return to convenience
stores. All information provided in the survey is confidential and was used as generic data for purposes of
preparing this report.
GENERAL SCREENING
In this section, survey candidates are qualified for taking remainder of survey by answering whether they buy
gasoline, have purchased gasoline at a convenience store or hypermart, and at what locations do they buy
gasoline.
DEMOGRAPHICS
Gender, age, martial status, employment status, household annual income, number of drivers in household,
number of vehicles in household, home zip code and work zip code.
GENERAL GASOLINE BUYING HABITS
Screening of survey respondents fuel buying habits: grades and brands purchased, frequency, payment methods,
differentiation of best and worst brands of gasoline, sensitivity to price in selecting best brand versus lowest
price gasoline, fleet buying customer.
GASOLINE BUYING AND STORE EXPERIENCE
Frequency of buying at this store, other stores frequented, price of gasoline at this store relative to other stores
in area, frequency of in-store purchasing, types of in-store goods and services bought, average dollar amount of
in-store purchase, types of goods or services customer would like to see at convenience store, rating of store,
hypermart gasoline purchasing experience and habits, changes in fuel purchase habits.