| dc.description.abstract | The purpose of this research is to examine the customer expectations of Vietnamese students towards
new form of retail: convenience stores. However, the research is only conducted in the case of
International University. After that, based on the results, the researcher gives suggestions to build
marketing strategy of C-store retailers to attract young customers visit and do their shopping there.
The research was conducted from February 2014 to June 2012. The targeted students participating in the
research are the students chosen randomly. After reviewing the literature, the Convenience Retailing
model of Seiders (2002) is applied as the conceptual framework of the study to measure the convenience
items that are highly expected from the students. The research uses quantitative approach.
The findings of the research show which items are important to enhance during the purchase process of
customers. In details, through five stages of the process, the customers pick the three most importantly
convenient for them. Meanwhile, some unnecessary items can also be eliminated owing to lowest choice
from respondents. Therefore, the researcher proposes many suggestions that can give a hand creating
strategy for target market: Vietnamese students.
Even though there are some limitations in the research, this study might help C-store retailers get a
clearer picture of the current level of student awareness and their expectations with the service C-stores
might offer. Based on the findings and suggestions, they can know which one they need to emphasize
for improving and developing more in today intense market competition | en_US |
