Johnson, Joseph M.

Long, Donald L.

English

Research Papers in Economics

CONSUMER USE OF CONVENIENCE TYPE STORES -
A TELEPHONE INTERVIEW, ROANOKE, VIRGINIA
by
Don L. Long and Joseph M. Johnson
Professors of Agricultural Economics
V.P.I. & S.u., Blacksburg, Virginia
This study was designed and con-
ducted as a means to obtain information
about specific concerns of a firm quickly
and economically. These questions were:
A. What are the attitudes and
habits of consumers toward purchasing
food in convenience stores in total; and
B. What are the attitudes and
habits of consumers to purchasing fresh
fruits and vegetables in specific.
These questions were important to
the management of the firm because of
differences of opinion as to how much
emphasis should be placed on the fresh
fruit and vegetable aspect of their
operation.
The use of the telephone interview
technique was utilized because of econ-
omy and speed, and because precise
answers were felt to be unnecessary.
Results
Over 1/3 (36%) of the 407 responders
said they did not patronize convenience
stores. High prices and lack of stores
in the area were listed most frequently
as reasons for not patronizing such
stores.
Of those interviewees who did
patronize convenience stores, 40% did
not buy fresh fruits and vegetables
there. A high proportion of those
listed price as the primary reason with
lack of choice the second most frequently
listed.
Twenty-four percent of the total
sample of 407 responders did purchase
fresh fruits and vegetables in convenience
stores. The six items listed most fre-
quently were 1) tomatoes, 2) lettuce,
3) oranges, 4) apples, 5) bananas, and
6) lemons. Twenty other items were
mentioned by one or more respondee.
Average estimated weekly expenditure for
produce for all responders was $6.47 per
week. Those purchasing some of their
produce in convenience stores spent an
estimated average of $2.72 of the total
$6.47 there.
Journal of Food Distribution Research February 75/page 71

CONSUMER USE OF CONVENIENCE TYPE STORES: A TELEPHONE INTERVIEW, ROANOKE, VIRGINIA

Abstract

Similar works

Full text

Available Versions

Research Papers in Economics