Low-income residents' perceptions of corner store owners: Implications for healthy store projects

INTRODUCTION: Despite the growing use of corner stores as a means to increase access to healthy foods in food swamps, little has been published about local customers' perceptions of such stores. And less is known about customers' willingness to accept healthy changes in those sites. METHODS: Customers of stores participating in a suburban Cook County, IL, Communities Putting Prevention to Work initiative healthy corner store project were recruited to participate in focus groups. The majority of the 51 participants were low-income residents of 6 municipalities in which the stores were located. RESULTS: Perceptions of store owner friendliness and engagement in the community were related to participant openness to the idea of healthy food shopping in a given store. Differences existed between African American and Latino participants in their descriptions of the owners of their local stores, with Latino participants having more positive comments. Responses to different types of promotional activities varied by municipality. DISCUSSION: Gaining customer input prior to implementing a healthy corner store project may increase shopper receptiveness and project success.