Walmart was a clear winner in terms of pricing, and Vons was the winner in terms of store appearance and ease of shopping in a mystery shop conducted in Los Angeles over the course of three different weeks in February and March.
Walmart had the least expensive overall basket of 20 SKUs in each of the three weeks. Likewise, Safeway’s Vons banner beat out Target and Walmart in terms of non-price attributes measured in each of the three weeks, and beat Kroger’s Ralphs division in two of the three weeks. The second week mystery shop resulted in a tie between Ralphs and Vons for ease of shopping.
SOURCE: Brand View and RetailData
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