| O
B J E C T I V E |
|
As Wal-Mart rolled out its new SuperCenter format, it was interested
in learning the impact of these stores on its shoppers. |
|
E X E C U T I O N |
| A
series of ethnographies were conducted in four regionally separate
states to profile Wal-Mart SuperCenter shoppers. The profiles were
woven together to create a picture of shopper attitudes about the
store. |
|
R E S U L T |
| The
shoppers interviewed told a compelling story of the importance of
Wal-Mart in their and their families' lives. The resounding acceptance
of the SuperCenter concept was confirmed in these interviews. |
