Happy shoppers: The role of shopper emotion in Indonesian convenience store shopping

This paper describes research into the emotional responses of Indonesian convenience store shoppers and develops methods for retailers to understand this.

Happy shoppers: The role of shopper emotion in Indonesian convenience store shopping

Alastair GordonGordon & McCallumDwinarizki Setyorini, Mamik Leonardo and Farquhar StirlingDEKA Marketing Research

Introduction

Convenience stores represent a relatively young, but fast growing, retail channel across most Asian markets. (N.B., in this paper the term "convenience store" refers to both Convenience and Mini-market outlets, see definitions below). In particular in Indonesia, recent growth has been spectacular, with estimates of over 15% sales growth p.a. In 2013, DEKA Marketing Research, in collaboration with Gordon & McCallum (an international research consultancy), undertook a series...

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