A Comprehensive Analysis of Sales Performance of Convenience Stores: Basis for a Framework for Continuous Sales

Abstract

Convenience stores are experiencing shifting consumer trends and increasing market competition, particularly in key factors essential for sustaining and enhancing sales performance. This study examines the influence of product offerings, customer demographics, and competition on revenue and sales, while also identifying the challenges and opportunities faced by convenience store managers in Valenzuela City. The quantitative portion utilized a descriptive-correlational design, while the qualitative aspect adopted a descriptive-exploratory approach.  Data were gathered from forty-two (42) responses out of sixty-two (62) convenience store managers through a self-constructed survey and consensus sampling. This study was supported by Porter's Five Forces and Retailing Mix Theory for data interpretation and the formulation of a framework. Results showed that product offerings had the highest overall mean score, followed by customer demographics and competition. Product offerings also exhibited the strongest positive correlation with revenue and sales volume, highlighting their significant impact on sales performance. Despite challenges such as seasonality, competition, engagement, inventory, promotional strategies, staffing, and technical issues, the study also identified opportunities for strategic planning, employee development, product management, and event timing. To provide practical recommendations, the researchers introduced the BRIDGE framework, which aims to facilitate continuous sales improvement, focusing on brand building, customer loyalty, and operational efficiency. The framework incorporates tools such as SnapNGo and CS-OES to enhance customer engagement, operations, and growth in the retail industry. It can be a basis for planning future businesses and studies of convenience stores.