Dollar General 2004 Annual Report Download - page 10

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Our Niche Dollar General is one of the nation’s leading providers of highly consum-
able basic products for underserved customers regardless of geography or demography.
With a company philosophy focused on meeting the most frequent needs of its customers,
Dollar General’s business model centers around providing value and convenience. A “customer-
driven distributor of consumable basics” defines our basic strategy of delivering to our
customers quality consumable basics as well as basic clothing, home products and sea-
sonal merchandise at prices they can afford.
8
Our Customers Dollar General stores primarily serve low- or middle-income
customers, many of whom are on fixed incomes. The typical Dollar General customer bud-
gets every dollar to make ends meet. In 2004, high gasoline prices and heating fuel costs
added to our customers’ financial pressures. It is in these times that our customers need
us the most, but it is also the time when higher income, value-conscious customers are
attracted to our merchandise selection, prices and convenience. Many of our customers
have very limited time available to shop, so convenience is extremely important to them.
Serving Value and Convenience