Brochure for Meyer\'s 2012 C-Store Close Up Study

1. Meyers Research Center Take an In-Depth
Meyers Research Center is a leading
Look at Behaviors,
retail sales and survey research Attitudes and Decisions
organization with special expertise
in conducting research in retail Making Patterns of
environments, and understanding Convenience Store Shoppers
shopper behaviors and attitudes
in-store.
For more than three decades, MRC has
conducted primary research across all
Convenience
classes-of-trade in the U.S. and Canada
for major packaged goods manufacturers,
retailers, advertising and sales promotion
agencies and consulting firms.
For More Information Contact:
Jeff Friedlaender
Store
Close-Up
JFriedlaender@meyersresearch.com
Convenience Store
Close-Up 2012
Lois Seidl
LSeidl@meyersresearch.com
2012
Wave IX
George Brown II
GBrown@meyersresearch.com
Meyers Research Center
1440 Broadway 23 Floor
New York, NY 10018
Wave IX
212.391.0166
An In-Store Intercept Shopper
www.meyersresearch.com Insights Research Program
www.meyersresearch.wordpress.com
Convenience Store
Study
1440 Broadway 23 Floor
Meyers Research Center
Close-Up 2012 Prospectus
New York, NY 10018
Wave IX
MEYERS
RESEARCH
CENTER

2. BACKGROUND STUDY METHODOLOGY In-depth analyses on other targeted categories
may also be available for sponsorship on a
Meyers Research Center (MRC) launched the first MRC’s professionally trained interviewers will be custom basis. Please note that any category
wave of the Convenience Store Close-Up study in positioned at the exit of high-traffic Convenience sample may also be augmented for more
1997. This in-store shopper insights research Store outlets and will intercept consumers detailed insights. For specific costs contact MRC.
program utilized MRC’s Purchase Observation Study™ immediately after their shopping trip. Over 2,000
methodology to successfully reveal consumer shoppers will be interviewed, including both a large In addition, we will once again intercept shoppers
shopping behaviors, attitudes and decision-making random sample and key category over-sampling. at the gas pump to better understand the exposures
patterns in C-Stores. and mind set associated with the decision to enter
Those consumers who agree to participate will be the convenience store and purchase merchandise,
Subsequent waves have been completed every interviewed and will receive an incentive to thank with the objective of getting closer to key causal
other year and the data has served to assist them for their time. The exit interview will address mechanisms that retailers and marketers can use
category managers, channel/sales strategists the timely issues of their shopping experience that most successfully.
and marketing executives to position their are best obtained at the point-of-purchase.
brands within the C-Store environment.
This methodology eliminates issues of denial and SPONSORSHIP OPPORTUNITIES
MRC fields the ninth wave of the Convenience recall and allows for a “real-world” integration
Store Close-Up study in 2012 to further bench- of store environments with consumer behavior, You can obtain a tremendous amount of infor-
mark channel trends and to provide new attitudes and need states. mation at a fraction of the cost of undertaking
shopper insights. this study independently.
STUDY OBJECTIVE STUDY SAMPLE And if you act fast, you can submit a custom
question that will remain proprietary to you
The research objectives of the Convenience Store Interviewing will take place in multiple markets at no extra cost!
Close-Up are to describe who, how and why across the four broad geographical census regions
consumers shop this class of trade, including the in order to achieve a thorough cross-section of
items and services that persons are getting there shoppers. Traditional Convenience Stores and COST
and how purchase decisions are being made. Petroleum Retailers will be utilized for the sample.
Behavior and state of mind are both part of the Sponsorships, which will include comprehensive
investigation. Further objectives are to provide More than 2,000 shoppers will be interviewed data tabulations, detailed analysis of total
evidence for strategists seeking to optimally position about their attitudes, perceptions and behaviors shoppers (N~2,000 ) and one category of
their products and services in this channel. in Convenience Stores. Data will be reviewed choice, are available for $21,000. Bundled
and analyzed for each of the key category multi-category reports may be purchased for
Additional objectives of this in-store shopper segments including: a discount.
insights program are to develop an understanding of:
• Beer
● Consumer attitudes and perceptions of • Bottled Water
Convenience Stores • Candy/Gum/Mints NEW FOR 2012 - HISPANIC SHOPPERS ANALYSIS
• Carbonated Soft Drinks
● The underlying dynamics of category and • Cookies/Crackers Discover how Hispanic convenience store shoppers
brand purchase decisions in Convenience • Cigarettes compare to the general market in greater detail.
Stores... • Food-services
♦ When, how and where specific category • New Age/Iced Tea/Isotonic Beverages
and brand decisions are made • Juices/Juice Drinks
♦ Planned versus impulse purchases • Salty Snacks
♦ Products considered, purchased and rejected
♦ Influence of in-store and external factors
MEYERS
● The category decision sequence hierarchy
utilized by consumers to make their
purchase decisions
RESEARCH
CENTER