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9UP Urban Project BY SAMILA G, VLAD J, CHRIS M AND ARJAK S
SLURPEES ARE THE MOST PURCHASED ITEMS AT SEVEN ELEVEN During the 9UP Urban Project our group visited the city to find out the true facts about seven eleven
Why did we choose this hypothesis? • 7-11’s are very common in the city • We wanted to know what people bought at these stores • Did people choose convenience over price? How did we approach the public? • Approaching the public was daunting • The first day was hard because we didn’t know how to distinguish whether people were busy or not • The second day was much easier as we were confident enough to approach the public • Reassuring the people that our interview was short helped us in our pursuit
DID YOU KNOW? • These days 7-11 is serving 96million customers per year and achieving sales around 1.5 billion. • 7-11 sells 6,600,000 slurpees per year! • Is the market leader in convenience in Australia.
Information • The convenience store was introduced in 1977 • Remains the worlds number 1 choice for convenience • Often open 24 hours a day • Are very common in many areas • Offer fast service • Petrol is available in some places • 7-11’s are often criticized for high prices but part of the public believes its convenience over price.
Data Spreadsheet To be able to organize our data, we used Microsoft Excel to understand and collect any valuable information and from there we formed graphs to represent the quantity of information we had.
What products did the public purchase? • We approached the public and allowed them to mark some common products that they would purchase at these stores to have a basic view on what the public demands. • Slurpees • Lollies/Candy • Chips • Drinks • Cigarettes • Other • None • REACTION: We see now that the public are in demand of drinks and slurpees from 7-11 and few purchase cigarettes due to unreasonable prices.
What products don’t you purchase at 7-11? • We asked the same people what products they don’t purchase at 7-11 and were quite surprised with the data we received. • Drinks • Petrol • Cigarettes • Chocolates • Chips • Alcohol • Slurpees • Conclusion: Many people don’t buy cigarettes (even though some may be smokers) at 7-11 due to high prices but admit to buying them sometimes due to convenience. This data also allows us to show that some people are aware of the dangers and health risks that smoking has and we appreciate that. Drinks and slurpees still remain to be the most popular product in 7-11 because of a diverse range of these products and sheer convenience.
Do you think 7-11’s are convenient? • Yes: • 83/100 said yes • Those who did say yes, said so because 7-11 are convenient and very common in the CBD • No: • 17/100 said no • The group of people that said so expressed the fact that 7-11’s are extremely expensive and unfair and would rather shop elsewhere.
Do you think the rising prices reduce the popularity of 7-11’s? • Yes: • 55/100 say that the high prices reduce popularity • They are reluctant to purchase goods that these types of stores • They prefer traditional supermarkets • No: • 44/100 say that the high prices don’t reduce popularity • They choose convenience over money • 7-11’s are open quite long and enable people to purchase things if need be.
Our interview with the manager of 7-11. • During 9-Up we decided to call the manager of 7-11 and ask her some questions about products sales • The interview was conducted over the phone as the office is at Ferntree Gully • We received an email replying to all of our questions: • What is the most sought after product at 7-Eleven?Slurpee. In the 2009 calendar year a store would sell on average 75 units of slurpee a day. • Does the general public shop at 7-Eleven based on price or convenience?Generally the public shop at 7-Eleven for convenience. However 7-Eleven’s prices in regards to Slurpee in the Frozen Carbonated Beverage (FCB) market and $5 Bread & Milk offer is the best in the Petrol & Convenience. • Why are many 7-Eleven stores clustered around the CBD? • Currently 7-Eleven has a total of 397 stores as of 9th April 2010. • In the CBD (Melbourne, Sydney & Brisbane), 7-Eleven has currently 101 stores. • This wasn’t the exact answer we were hoping for!
Conclusion • Who would have known that a small ice-cream store opened in 1927 would prosper to become Australia's leading brand in convenience! • We weren’t surprised that sluprees would be the highest selling product in 7-11. • Our hypothesis was supported both by the public and the manager’s reply. • when we were thinking up questions to ask, we wanted to include why people buy at these stores if they do and whether they find them convenient or not. • We constructed spread sheets out of the information we had and made graphs to follow them to get a visual repetition of our graphs. • While conducting our interviews we realized that people were aware of the high and sometimes unfair prices at 7-11 but shop there because they are very convenient and quite common. • Most people who denied our survey did so because they though we were being paid by 7-11 to conduct these interviews. • 9UP was truly an exiting experience where not only did we answer our hypothesis but learn how to get around and be more confident in the city.
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