Take an In-DepthLook at Behaviors,

Attitudes and DecisionsMaking Patterns of

Convenience Store Shoppers

Convenience Store

Close-Up2012

Wave IXAn In-Store Intercept Shopper

Insights Research Program

StudyProspectus

CENTERRESEARCH

EYERSM

Meyers Research Center

Meyers Research Center is a leadingretail sales and survey researchorganization with special expertisein conducting research in retail environments, and understandingshopper behaviors and attitudesin-store.

For more than three decades, MRC hasconducted primary research across allclasses-of-trade in the U.S. and Canadafor major packaged goods manufacturers,retailers, advertising and sales promotionagencies and consulting firms.

For More Information Contact:

Jeff FriedlaenderJFriedlaender@meyersresearch.com

Lois SeidlLSeidl@meyersresearch.com

George Brown IIGBrown@meyersresearch.com

Meyers Research Center1440 Broadway 23 FloorNew York, NY 10018212.391.0166

www.meyersresearch.comwww.meyersresearch.wordpress.com

Convenience StoreClose-Up 2012

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BACKGROUND

Meyers Research Center (MRC) launched the first wave of the Convenience Store Close-Up study in 1997. This in-store shopper insights research program utilized MRC’s Purchase Observation Study™ methodology to successfully reveal consumer shopping behaviors, attitudes and decision-making patterns in C-Stores. Subsequent waves have been completed every other year and the data has served to assist category managers, channel/sales strategists and marketing executives to position their brands within the C-Store environment.

MRC fields the ninth wave of the Convenience Store Close-Up study in 2012 to further bench-mark channel trends and to provide new shopper insights.

STUDY OBJECTIVE

The research objectives of the Convenience StoreClose-Up are to describe who, how and whyconsumers shop this class of trade, including theitems and services that persons are getting thereand how purchase decisions are being made.Behavior and state of mind are both part of theinvestigation. Further objectives are to provideevidence for strategists seeking to optimally positiontheir products and services in this channel.

Additional objectives of this in-store shopperinsights program are to develop an understanding of:

● Consumer attitudes and perceptions of Convenience Stores

● The underlying dynamics of category and brand purchase decisions in Convenience Stores... ♦ When, how and where specific category and brand decisions are made ♦ Planned versus impulse purchases ♦ Products considered, purchased and rejected ♦ Influence of in-store and external factors

● The category decision sequence hierarchy utilized by consumers to make their purchase decisions

STUDY METHODOLOGY

MRC’s professionally trained interviewers will be positioned at the exit of high-traffic Convenience Store outlets and will intercept consumers immediately after their shopping trip. Over 2,000shoppers will be interviewed, including both a largerandom sample and key category over-sampling.

Those consumers who agree to participate will be interviewed and will receive an incentive to thank them for their time. The exit interview will address the timely issues of their shopping experience that are best obtained at the point-of-purchase.

This methodology eliminates issues of denial and recall and allows for a “real-world” integration of store environments with consumer behavior, attitudes and need states.

STUDY SAMPLE

Interviewing will take place in multiple markets across the four broad geographical census regions in order to achieve a thorough cross-section of shoppers. Traditional Convenience Stores and Petroleum Retailers will be utilized for the sample.

More than 2,000 shoppers will be interviewed about their attitudes, perceptions and behaviors in Convenience Stores. Data will be reviewed and analyzed for each of the key category segments including: • Beer • Bottled Water • Candy/Gum/Mints • Carbonated Soft Drinks • Cookies/Crackers • Cigarettes • Food-services • New Age/Iced Tea/Isotonic Beverages • Juices/Juice Drinks • Salty Snacks

In-depth analyses on other targeted categories may also be available for sponsorship on a custom basis. Please note that any category sample may also be augmented for more detailed insights. For specific costs contact MRC.

In addition, we will once again intercept shoppers at the gas pump to better understand the exposuresand mind set associated with the decision to enter the convenience store and purchase merchandise, with the objective of getting closer to key causal mechanisms that retailers and marketers can use most successfully.

SPONSORSHIP OPPORTUNITIES

You can obtain a tremendous amount of infor-mation at a fraction of the cost of undertaking this study independently.

And if you act fast, you can submit a custom question that will remain proprietary to you at no extra cost!

COST

Sponsorships, which will include comprehensive data tabulations, detailed analysis of total shoppers (N~2,000 ) and one category of choice, are available for $21,000. Bundled multi-category reports may be purchased for a discount.

NEW FOR 2012 - HISPANIC SHOPPERS ANALYSIS

Discover how Hispanic convenience store shoppers compare to the general market in greater detail.

CENTERRESEARCH

EYERSM