THE DISTRIBUTION OF CVS IN BEIJING URBAN AREA AND THE CHARACTERISTICS OF THE CONSUMER BEHAVIOR——A CASE STUDY OF 7-11
以7-11为例，基于问卷和实地观察，研究了北京便利店分布和消费者行为，发现便利店发展不成熟，主要顾客是年轻白领和学生，他们步行或公交前往，购物次数多但每次购买少。
Based on the data collected from questionnaire survey as well as the on-site observation,taking 7-11 as an example,this paper has discussed the distribution of convenience store(CVS) in Beijing and the characteristics of the consumer behavior.We shall reach the conclusion that CVS in Beijing has not well-developed yet.Stores of 7-11 often centralize in given areas of a city and form characterized location types.This research has showed that young white-collars and students turn out to be the main consumers of 7-11 in Beijing.They mainly walk or take bus to get to the store,and usually spend fewer minutes on way.They buy fewer things each time but visit the store frequently.With the further development of CVS in Beijing,consumer behavior of residents in Beijing will be affected much more.