A MARKET RESEARCH STUDY TO IDENTIFY HOW NORTH OF THE BORDER CONVENIENT STORE CAN EXPAND BUSINESS TO FRANKLIN PIERCE COLLEGE STUDENDTS Presented for JM North of the Border Presented by Michael Marione, Beth Lucier, Jordan Silverman, Maria Clifton, and David St. Lawrence

Introduction What is a Convenience Store? The National Association of Convenience Stores (NACS) defines a convenience store as a retail business with primary emphasis placed on providing the public a convenient location to quickly purchase from a wide array of consumable products (predominantly food or food and gasoline) and services.

Parameters of a Convenience Store Petroleum Hours of Operation Parking Accessibility Size in Square Feet Amount of Product Offerings Fast Moving or Slow Moving The (NACS) has specific descriptions (or class system) of what is or is not a convenience store. The class system is based on the following:

KIOSK Less than 800 square feet Gasoline is always the focus of this operation with the owner usually being an oil company or petroleum marketer. The store sells only the fast-moving items (tobacco, beverages, and snacks) Parking is usually only at the pumps. Hours may vary widely depending on the location.

Mini Convenience Store 800 to 1,200 square feet in size Extremely popular with the oil companies and the emphasis is on gasoline sales. However, in such locations, the owners view store sales as an important part of the revenue and margin picture. Grocery selection is usually very thin and foodservice beyond prepared sandwiches. There usually is not any parking other than that at the pumps, although some locations do have modest striped parking. Open hours usually range from 18 to 24 hours.

Limited Selection Convenience Store Range from 1,500 to 2,200 square feet, are becoming more numerous. Affiliated with oil companies and are in the size range of a converted two-bay service station. They differ from the "mini convenience store" in a broader product mix and grocery offering. Also, simple foodservice (hot dogs, nachos, popcorn, etc.) may be offered. Parking and extended hours are common.

Traditional Convenience Store The are about 2,400 to 2,500 square feet in size. Products include: dairy, bakery, snack foods, beverages, tobacco, grocery, health and beauty aids, and perhaps prepared foods to go, fresh or frozen meats, gasoline. Size have 6 to 12 striped parking spaces or some form of convenient pedestrian access. Hours are extended compared to average retailers with a large percentage open 24 hours per day.

Expanded Convenience Store Sizes are 2,800 to 3,600 square feet range. Such stores can accommodate more shelving for additional grocery products or room for significant fast food operations and seating. High profit margins in fast foods. Most have about 10 to 20 marked spaces. Hours are extended.

Hyper Convenience Store Very large stores (4,000 to 5,000 square feet) Usually offer an array of products and services arranged in departments. For example, such stores may offer variations such as a bakery, a sit-down restaurant area, or a pharmacy. Many of these locations do sell gasoline. The number of parking spaces is substantial. Hours are extended.

Problem Statement Research is necessary to identify how North of the Border Convenience Store can expand business to Franklin Pierce College students.

Research Objectives Determine what students wants and needs are for a convenience store Identify the convenience stores that students most often patronize Identify what additional services North of the Border should provide students Determine why students patronize North of the Border competitors

Methodology Population of Franklin Pierce College: 1,608 students Our Sample Size: 176 Formulated a data collection form (survey) Convenience Sample: We asked students in the campus center, dorms and classes if they would fill out our surveys. Analyzed the data with SPSS software.

History of North of the Border JM North of the Border is located in Rindge, New Hampshire. Ahmad Mortada and his family began reconstruction after buying the building. Over the past two years, this former marina and small house has turned into a large convenience store, marina, and eat-in sub shop.

Ahmad Mortada, Owner Mortada was born in Lebanon with four brothers and five sisters. Their family was close although his country was at war. After a major family tragedy they immigrated to America for a better life. After working vigorous hours at a gas station, he saved up enough money to buy his convenience store.

Survey Questions Which Convenience store do you most often patronize in the Franklin Pierce College Area? Have you ever patronized North of the Border? If yes, please rate their service Do the hours of operation effect what convenience store you patronize? Which hours do you most often patronize convenience stores? What do you most often purchase at a convenient store? How far would you travel to a convenient store? Please rate the customer service at the convenience store you patronize. Does the appearance/cleanliness of the store affect your patronage? What services can North of the Border/Waterfront provide to Franklin Pierce College students to ensure your patronage? What is your gender? How old are you?

Cross tabulation 1

RECAP Fogg’s is the most often patronized convenient store Most popular hours of patronage are from 12 p.m.- 12 a.m. The deli is the most often purchased product. Student’s are mostly willing to travel up to 4 miles for a convenient store. Appearance and cleanliness are important. Delivery and later hours are in demand.

Assumptions Time Scheduling Population Sample Size SPSS Software Respondents understood the vocabulary. Respondents shopped at Convenience Stores Respondents are being truthful while filling out surveys. Limitations

Conclusions We found that deli products were the most often purchased product. We can conclude that most students are most willing to travel only 3-4 miles to a convenient store. (58%) The most often patronized convenience store is Foggs (49.4%) North of the Border was third with 18.2% of students patronage

Recommendations Expand hours Expand advertisement to FPC community Delivery Keep up with appearance and cleanliness