Convenient store is the first choice of Thai for shopping Find more at: http://www.di-onlinesurvey.com/

1. August 2015
STUDY ABOUT CONVENIENT STORE
CHAIN IN THAILAND
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about convenient store chains
market in Thailand
 Methodology: Online survey
 Fieldwork time: 11 days (15/07/2015 to 25/08/2015)
 Sample size: N = 717
 Gender: Male & Female
 Geography: Nationwide

3. 2
KEY FINDINGS
• People often buy Confectionary, dairy product and bottled water at
convenient store (CVS)
• 7-Elevent, family mart and 108 shop are the most well-known brands
• TVC is the main source of brand awareness
• 7-Elevent is the dominant the industry with 93% share
• Majority feel satisfied with their chosen CVS
• Staff’s attitude is the main problem that CVS need to improve
• 93% Thai shop at CVS at least once a week
• More than half spend $3-$7.5 per each shopping time
• CVS is the first choice of Thai for shopping

4. 3
VIETNAM VS. THAILAND
• Most well-known brand: Family mart,
Coop food & Shop&Go
• Leader of market: Coop food & Circle K
• Top bought: bottled water, dairy
products, canned food/instant noodle
• Shop frequency: 60% at least
once/week
• Spending: 50% send $5/shopping time
• First choice for shopping: Super market
• Most well-known brand: 7-elevent,
Family mart & 108 Shop
• Leader of market: 7-elevent
• Top bought: confectionary, bottled
water, dairy products
• Shop frequency: 93% at least
once/week
• Spending: 56% send $3-$7.5/time
• First choice for shopping: convenient
store

5. 4
What is your age group?
N=717
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living place? What is your current occupation?
13%
42%
13%
33%
Under 18
18-25
26-30
Over 30
20%
80%
Male
Female
50%
50%
Others
Bangkok
1%
2%
3%
4%
5%
10%
36%
39%
Factory Worker
Housewife
Job seeker/Retired
Engineer/Doctor/Teacher
Self-employed
Others
Office worker
Student

6. 5
MOST THAI HAVE SHOPPED AT CONVENIENT STORE
Have you ever bought things at convenient store?
1% 3% 1%
99% 97% 100% 99% 100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Yes No
N=717

7. 6
9%
9%
15%
16%
19%
21%
22%
32%
46%
50%
57%
58%
61%
67%
76%
Spices
Other
Cakes
Fruits/vegetables
Unprocessed food
Cosmestic products
Stationery
Beverages made by staffs at…
Household goods (detergent,…
Self-care products (shampoo,…
Processed food (bread, rice…)
Canned food, instant noodles,…
Bottled water
Milk products (yogurt, milk)
Confectionery
Total
5%
11%
13%
11%
16%
14%
33%
26%
25%
37%
48%
47%
54%
60%
76%
Under 18
11%
10%
18%
20%
23%
27%
28%
33%
52%
58%
59%
62%
60%
74%
75%
18-25
7%
12%
16%
21%
24%
24%
16%
32%
52%
54%
47%
64%
60%
61%
70%
26-30
6%
6%
11%
11%
12%
13%
12%
34%
44%
42%
62%
56%
67%
64%
80%
Over 30
What do you often buy at convenient store?
CONFECTIONERY, DAIRY PRODUCTS AND BOTTLED WATER
ARE TOP BOUGHT PRODUCTS
N=709

8. 7
22% LIKE TO BUY AND STAY FOR EATING/ DRINKING
AND 61% OF THEM USUALLY GO WITH FRIEND
If you buy "processed food" or “beverages”, what
do you often do?
If you choose "stay there and eat/drink", who do
you often go with?
22% 26% 24% 21% 18%
78% 74% 76% 79% 82%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Take away
Stay there and
eat/drink
39% 36% 33%
22%
56%
61% 64% 67%
78%
44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Go with friend
Go alone
N=386 N=84

9. 8
7-ELEVEN, FAMILY MART AND 108 SHOP ARE
THE MOST WELL-KNOWN BRANDS IN VIETNAM
Which convenient store chain do you know?
Max Valu is quite popular in Ho Chi Minh city
N=709
16%
19%
28%
54%
80%
87%
99%
Other
Cj Mart
Lawson
Max Valu
108 shop
Family Mart
7-eleven
Total
10%
20%
41%
80%
80%
95%
99%
Bangkok
21%
19%
15%
28%
79%
78%
98%
Others

10. 9
TV COMMERCIAL IS THE MAIN SOURCE OF BRAND AWARENESS
How do you know these stores?
27%
35%
39%
41%
46%
63%
64%
Other
Facebook ads
Newspaper/Megazines ads
Web/forum ads
Friends/ relatives recommend
I see their store on the street
TV commercials
Total
26%
37%
36%
47%
51%
67%
63%
18-25
24%
38%
40%
44%
40%
66%
66%
26-30
23%
32%
46%
32%
37%
60%
67%
Over 30
40%
35%
27%
38%
57%
56%
53%
Under 18
Under 18 group rely on friends/relatives while over 30 group is aware of convenient
store from magazine
N=709

11. 10
7-ELEVENT OWNS MOST OF MARKET SHARE OF CONVENIENT STORE
CHAIN BUSINESS IN THAILAND
Which convenient store chain do you buy the most?
1%
1%
2%
2%
2%
93%
108 shop
Lawson
Other
Max Valu
Family Mart
7-eleven
Total
1%
1%
1%
3%
3%
91%
Bangkok
1%
1%
2%
0%
1%
95%
Others
N=709

12. 11
99%
87%
80%
54%
28%
19%
16%
93%
2% 1% 2% 1% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
7-eleven Family Mart 108 shop Max Valu Lawson Cj Mart Other
Awareness
Usage
7-ELEVENT GAINS HIGHEST BRAND AWARENESS AS WELL AS
MARKET SHARE
Which convenient store chain do you know?
Which convenient store chain do you buy the most?
N=709

13. 12
7-ELEVENT CREATES A HUGE GAP WITH OTHERS PLAYERS
Which convenient store chain do you know?
Which convenient store chain do you buy the most?
7-eleven
Family Mart
108 shopMax ValuLawson
Awareness
Usage
Low
Low
High
High
N=709

14. 13
Why do you choose to buy at this convenient store?
OPEN 24/7 IS THE MAIN REASON FOR SHOPPING AT CONVENIENT
STORE
6%
7%
10%
10%
16%
17%
18%
25%
54%
56%
75%
80%
Easy to gather with friends
Other
Spacious strores
Friendly staffs
Good services
Many people buy things from this
brand
Famous brand
Reasonable price
Frequently have discount program
Variety of goods
Have many stores so that I can buy
anywhere
Open 24/7
Total
6%
7%
9%
10%
15%
17%
18%
24%
53%
56%
77%
82%
7-eleven
6%
6%
19%
25%
19%
6%
19%
19%
69%
50%
63%
69%
Family Mart*
15%
8%
15%
23%
46%
69%
69%
23%
62%
Max Valu*
*:Small sample size, just for reference
7-Elevent is highly appreciated for its wide coverage
N=709

15. 14
81% ARE HAPPY WITH THEIR CURRENT CHOSEN
CONVENIENT STORE
How do you feel with your current convenient store chain?
Under 18 group have highest top box satisfied level with their current convenient store
1% 1%
6%
18% 18% 6%
31%
56% 56% 69%
54%
25% 25%
19% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 7-eleven Family Mart* Max Valu*
1% 1% 2%
18%
10%
22%
16% 18%
56%
50%
52%
57%
62%
25%
39%
24% 27%
19%
Total Under 18 18-25 26-30 Over 30
Totally satisfied
Satisfied
Neutral
Not satisfied
Not satisfied at all
*:Small sample size, just for reference
N=709

16. 15
7-ELEVENT HAS TO IMPROVE ITS STAFF’S ATTITUDE WHILE FAMILY
MART AND MAX VALU NEED TO OPEN MORE STORE
In your opinion, what's thing this convenient store has to improve ?
35%
6%
7%
8%
9%
14%
16%
16%
19%
23%
Nothing
Bad taste of food
The stores are not clean
Less stores
Don't have frequent discount program
Less goods
Don't have enough space for
gathering
Unreasonable price
Bad services
Bad attitude from their staffs
Total
36%
6%
8%
6%
9%
13%
17%
16%
20%
24%
7-eleven
19%
6%
6%
31%
19%
25%
13%
31%
13%
6%
Family Mart*
15%
15%
8%
38%
0%
15%
0%
15%
8%
15%
Max Valu*
*:Small sample size, just for reference
N=709

17. 16
78% WILL RECOMMEND THEIR CURRENT CHOSEN CONVENIENT
STORE BRAND TO OTHERS
What is your ability to recommend your current
convenient store brand to others?
18% 18%
13% 15%
4% 4%
0%
0%
36% 36%
50%
31%
42% 42%
38%
54%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 7-eleven Family Mart* Max Valu*
18% 18%
13% 15%
4% 4%
0%
0%
36% 36%
50%
31%
42% 42%
38%
54%
Total 7-eleven Family Mart* Max Valu*
Will recommend
definitely
Will recommend
Will not
recommend
Will not
recommend
definitely
*:Small sample size, just for reference
N=709

18. 17
ONLY 10% ARE LOYAL WITH THEIR CURRENT CONVENIENT STORE
What is your usage intention toward your current convenient store brand?
2% 2%
27% 27%
25%
38%
37% 37%
31%
31%
25% 25%
31%
31%
10% 10% 13%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 7-eleven Family Mart* Max Valu*
2% 2% 2% 2%
27% 22%
30%
19%
28%
37%
31%
35%
40%
39%
25%
30%
25%
28%
21%
10% 14%
8%
13% 10%
Total Under 18 18-25 26-30 Over 30
This is the only
covenient store brand
that I buy
I will prioritize to buy at
that brand
I will continute to buy
at that brand but will
try other brands in
future
I will buy at brand in
parallel with other
brands
I will switch to buy at
other brands
*:Small sample size, just for reference
N=709

19. 18
How often do you buy things at this convenient store ?
93% SHOP AT CONVENIENT STORE AT LEAST ONCE A WEEK
1%
2% 2%
4%
6%
2%
2% 6%
7%
14%
5%
6%
6%
29%
20%
33% 23%
28%
57% 55% 58%
64%
55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Over 3 times/week
2-3 times/week
Once/week
2-3 times/ month
Once/month
Once/more than once month
N=709

20. 19
How much on average do you pay for each time buying at convenient store?
56% SPEND $3 - $7.5 FOR EACH TIME SHOPPING AT
CONVENIENT STORE
3% 5% 2%
7% 3%
3% 4% 3%
3% 2%
10%
5% 9%
13% 12%
56%
48%
61%
53%
52%
26%
39%
23% 24% 27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Under $3
From $3 - $7.5
From $7.5 - $9
From $9 - $13
From $13 - $15
Over $15
N=709

21. 20
If you have to choose only one place to buy things, what is it?
CONVENIENT STORE (62%) IS THE FIRST CHOICE OF THAI
FOR SHOPPING
3% 1% 5% 2% 3%
32%
15%
27% 33%
44%
62%
80%
66% 63%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Convenient stores
Supermarket
Market
Grocery stores
Under 18 group prefer to shop at convenient store the most
N=709

22. 21
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

23. 22
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

24. 23