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Food Boosts Opinion of Discounters: Survey

More than half of more than 500 households in a survey indicated that their impressions of both Wal-Mart and Target have improved as a direct result of expanded grocery inventories in their supercenters.

NOVATO, Calif. — More than half of more than 500 households in a recent survey indicated that their impressions of both Wal-Mart and Target have improved as a direct result of expanded grocery inventories in their supercenters.

The survey, by Q&A Research here, also showed that those who have shopped at a Target or Wal-Mart supercenter consistently rate them comparable to — or better than — traditional supermarkets in some areas, including everyday low prices, availability of both generics and name brands, shopping convenience, ample parking, and overall shopping experience.

However, there is a "very strong disparity" between the actual experiences of those who have shopped for groceries at these stores vs. the perceptions of those who haven't, said Warren Pino, president of Q&A.

"I think there is a certain proportion of the population that, regardless of how the economy affects them, is hesitant to buy produce and meats from stores that have traditionally sold them clothing and sundries."

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