Dimensions of Convenience in a Latin American Retail Context: Evidence in Chile

Convenience stores constitute a successful format in developed markets such as the U.S., Canada and Japan. Studies of convenience stores (c-stores) have been held in a U.S., European, and Asian context (e.g., Welsh et. al., 2003; Sparks, 1995; Worthington, 1988). However, little is know about differences in consumer expectations of convenience stores in different countries. Convenience stores seem to be an attractive format with large growth potential in Latin America, however little is known regarding preferences and expectations for consumers in this part of the world. Thus, what does convenience store mean for consumers in other parts of the world? What do they expect from these retailers? The main objective of this study is to examine the expectations regarding the main attributes of retail convenience for Chilean consumers. Data were collected through a qualitative and quantitative methodology. Several in-depth interviews were held with Chilean consumers to identify the relevant convenience-store attributes when shopping in this format. Later, a survey was applied to a sample of 400 consumers. Overall, this study of convenience stores provides a better understanding of consumer expectations that can assist convenience stores in the development of marketing