Wal-Mart Emotions

1. How often did you shop at Walmart a year ago?
  answered question 272
 
skipped question
0
  Response
Percent
Response
Count
Daily   0.0% 0
Weekly
7.0% 19
Monthly
13.6% 37
Sporadically
52.6% 143
Never
26.8% 73
viewOther comments: 38
2. How often have you shopped at Walmart since the recession began?
  answered question 269
 
skipped question
3
  Response
Percent
Response
Count
Daily
0.4% 1
Weekly
10.0% 27
Monthly
15.2% 41
Sporadically
37.2% 100
Never
37.2% 100
viewOther comments: 27
3. What are your primary reasons for choosing to shop at Walmart? (choose as many as apply)
  answered question 265
 
skipped question
7
  Response
Percent
Response
Count
Prices
54.7% 145
Value
21.5% 57
Selection
23.0% 61
Convenience
23.0% 61
Ambiance
0.4% 1
Customer service
1.5% 4
Image
1.1% 3
Advertising slogan (Save Money. Live Better.)
3.8% 10
Don't know
1.1% 3
I don't shop there
30.6% 81
viewOther comments: 38
4. Is Walmart's primary appeal to you more emotional or rational?
  answered question 267
 
skipped question
5
  Response
Percent
Response
Count
More emotional
1.9% 5
More rational
52.8% 141
Equally emotional and rational
7.9% 21
Neither emotional nor rational
3.4% 9
Walmart doesn't appeal to me
34.1% 91
viewOther (please specify) 29
5. How much of Walmart's current appeal to you is attributable to the recession?
  answered question 268
 
skipped question
4
  Response
Percent
Response
Count
All
4.1% 11
Most
7.5% 20
Much
16.0% 43
Not much
21.3% 57
None
19.4% 52
Walmart doesn't appeal to me
31.7% 85
viewOther comments: 14
6. How likely is Walmart to continue to appeal to you after the recession ends?
  answered question 270
 
skipped question
2
  Response
Percent
Response
Count
Highly likely
7.4% 20
Likely
24.4% 66
Possible
18.1% 49
Not likely
10.4% 28
Highly unlikely
7.8% 21
Walmart never appealed to me
31.9% 86
viewOther comments: 17
7. As a marketer, how important is the Walmart shopper to the success of your brands?
  answered question 263
 
skipped question
9
  Response
Percent
Response
Count
Extremely
19.0% 50
Very
21.7% 57
Somewhat
17.1% 45
Not much
12.2% 32
Not at all
30.0% 79
viewOther comments: 21
8. When was the last time you shopped with one of your consumers at Walmart?
  answered question 268
 
skipped question
4
  Response
Percent
Response
Count
This week
2.2% 6
This month
4.9% 13
Within the past six months
8.6% 23
Within the past 12 months
4.1% 11
More than a year ago
6.7% 18
Never have
32.5% 87
Not applicable
41.0% 110
viewOther comments: 8
9. As a marketer, do you think consumers in your category make most of their purchase decisions more rationally or emotionally?
  answered question 264
 
skipped question
8
  Response
Percent
Response
Count
More rational
25.8% 68
More emotional
29.2% 77
Equally rational and emotional
37.1% 98
Don't know
8.0% 21
viewOther comments: 22
10. As a marketer, do you think it is possible to quantify a consumer's emotional response to a brand?
  answered question 267
 
skipped question
5
  Response
Percent
Response
Count
Yes
49.8% 133
No
9.7% 26
Maybe
32.2% 86
Don't know
8.2% 22
viewOther comments: 20
11. Do you think it would be important to quantify a consumer's emotional response to a brand?
  answered question 269
 
skipped question
3
  Response
Percent
Response
Count
Yes
74.7% 201
No
3.0% 8
Maybe
16.7% 45
Don't know
5.6% 15
viewOther comments: 23
12. Does your own brand strategy articulate both emotional and rational factors?
  answered question 263
 
skipped question
9
  Response
Percent
Response
Count
More emotional
22.1% 58
More rational
18.3% 48
Equally emotional and rational
46.8% 123
Don't know
12.9% 34
viewOther comments: 23
13. Are you satisfied with the current balance between emotional and rational factors in your brand strategy?
  answered question 263
 
skipped question
9
  Response
Percent
Response
Count
Yes
51.7% 136
No
24.0% 63
Don't know
24.3% 64
viewOther comments: 16
14. Is there anything about the way Walmart appeals to you personally that you've applied, as a marketer, to your own brands?
  answered question 100
 
skipped question
172
  Response
Count
view 100
15. Which brands have done the best job of balancing their appeal between emotional and rational considerations?
  answered question 115
 
skipped question
157
  Response
Count
view 115
16. Number of years in marketing:
  answered question 240
 
skipped question
32
  Response
Percent
Response
Count
More than 15
52.1% 125
Ten to 15
18.3% 44
Five to 10
14.6% 35
Fewer than 5
15.0% 36