Master's thesis from 2012 in the field of Business Administration - Marketing, Corporate Communication, CRM, Market Research, Social Media, Grade: 1.0, University of Applied Sciences Wiener Neustadt, Course: Marketing Management, Language: German.

The topic of this thesis is the so-called convenience store - a retail format that today complements various other retail forms and brings together grocery retail, gastronomy, and the out-of-home market, implementing maximum convenience for customers as its unique selling proposition. There is no uniform prototype for the convenience store, as the requirements of customers vary significantly from location to location. Both corporations and individual entrepreneurs face the challenge of considering the four "building blocks" of the convenience store—location, product range, and atmosphere—in their business concepts.