Factors leading customers to shop at on-campus convenience store / Siti Zaleha Sahak … [et al.]

The Covid-19 pandemic has transformed the retail landscape in several ways. Online shopping particularly, has become a more dominant retail platform. This study focused on one of the brick-and-mortar retailers of convenience store segment. The segment is also known as c-store. The primary data was collected in the year 2019 before the pandemic. The study aimed to examine the factors that lead customers to shop at the on-campus c-store located in one of the public universities in Selangor, Malaysia. The factors examined were store convenience, sales assistance, store atmosphere, store attractiveness, store pricing policy and store promotion. A survey form was distributed face to face to the c-store’s customers, and the total usable responses obtained was 123. The results of the multiple regression analysis showed that sales assistance and store atmosphere significantly influenced the respondents to shop at the store. The findings of the study offer some inputs to the c- store operators in designing effective marketing strategies, which tend to be more challenging due to the Covid-19 pandemic.