Abstract
This report provides a consumer-centric analysis of the mass merchandise channel. The focus is primarily upon supercenters (i.e., discount retailers who sell a wide variety of goods, including perishable foods) and club stores, which provide discounted rates on bulk items to customers who have paid a membership fee.
The discussion begins with an analysis of how macro-level economic factors such as the rising unemployment rate and faltering consumer confidence are serving to drive increasingly frugal customers into discount stores. Specifically, the report addresses the following questions:
- What decision making criteria commonly influence consumer decisions about where to shop?
- What is the influence of price and location compared to other factors such as the retailer' s commitment to sustainability or the local community?
- How is the demographic composition of club store shoppers similar to or distinct from that of supercenters?
- Which mass merchandisers do the affluent shop at and why?
- What categories have the greatest influence on decisions of which mass merchandiser to shop at?
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