Convenience stores and discretionary food consumption among young Tokyo consumers
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 10 October 2016
Abstract
Purpose
The purpose of this paper is to consider the question of young consumer’s discretionary consumption in Japan where the ready access to convenience stores, or “konbini”, presents a unique retail landscape and to look at how young Japanese consumers use this store format as part of their discretionary food consumption.
Design/methodology/approach
This is an exploratory study that draws on primary qualitative data based on in store observations, accompanied shopping and a survey with young Japanese consumers. This approach provides an insight into the convenience store food offering and young consumer’s everyday food practices and experience of using these retail stores.
Findings
The data reveals a relatively limited range of purchases on each store visit with some variation across time of the day and between individuals and groups of young consumers. Visits before and after school remain the most popular and young consumers make around two to four visits per week to a convenience store. It finds young consumers actively engaged in independent purchasing decisions in this retail format.
Research limitations/implications
This is an exploratory study with a geographically constrained sample conducted in several areas in and around Tokyo, Japan. It is a convenience sample recruited using student contacts and snowballing techniques.
Practical implications
Convenience stores represent an important “shopping habitat” for young consumers to engage in discretionary food shopping. While these convenience store purchases are not always unhealthy the promotion and pricing strategies used by retailers can have an influence on the final selection of products and convenience stores provide a unique opportunity to cultivate more healthful behaviour among young consumers.
Originality/value
This offers a unique insight into the relationship between young consumer’s discretionary food choice and local retail provision in the convenience sector. It adds to the debate on the role of food environment on food choice and the extent to which young Japanese consumers are socialised into particular food practices through their engagement with the convenience retail sector.
Keywords
Acknowledgements
Thanks to the Rikkyo students Advanced Seminar Series KN51 2015 and 2016, for their assistance with data collection and Roy Larke Japan Consuming, for information on the Japanese convenience sector.
Citation
Marshall, D. (2016), "Convenience stores and discretionary food consumption among young Tokyo consumers", International Journal of Retail & Distribution Management, Vol. 44 No. 10, pp. 1013-1029. https://doi.org/10.1108/IJRDM-08-2015-0137
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited