SURRY HILLS - The Australasian Association of Convenience Stores (AACS) is calling for greater recognition of the overall value of the convenience store amid the main supermarkets latest price wars, Inside Retail reports.

Jeff Rogut, executive director of the AACS, told the news source that the concept of value is too often interpreted as just price, and as a result overlooks other elements that c-stores in Australia can contribute to value.

"For decades convenience stores have provided a valuable service to the community and in that time they have become a fixture in suburban culture in Australia. They are the modern general store and continue to evolve," Rogut said, adding:

"Convenience stores are open all hours to service customers?? needs, they carry a range of products proven to be wanted by customers, they offer easy parking, are conveniently located, provide ATMs and other essential services, and participate in regular product promotions.

"Importantly, the vast majority of convenience stores are in the main operated by small business people that employ their families and staff from the local area they serve."

The AACS is encouraging regulators and government officials to be cognizant of business practices that provide a disadvantage to small retailers, which are the major employers in the country and the lifeblood of many communities, notes the news source.

"The need for consumers to support their local independent retailers is greater than ever," Rogut said. "Supporting local retailers and small businesses now is the best safeguard against price hikes and continued erosion of choice that could materialize if dominant major retailers continue to sweep away all before them in their aggressive path to growth."