By: Moriah GrantJenny Zeng

Carin WiryaniAndrew SumartoJason LybiantoEmily Ramirez

Understanding What Walmart is Doing Today

2015 2013

What Were We Looking For?

We wanted to figure out how Walmart should best situate itself to be most attractive to college students.

This involved looking at:

❖demographics❖psychographics❖ location❖preferences

Objectives

➔ Identify the current demographics

➔Gain an understanding of what the barriers Wal-mart might be facing in gaining the

college consumers

➔Analyze primary and secondary competitors

➔ Identify what the environmental attributes where that most attracted college

student

➔ Identify how product quality/specificity and distribution affected college purchases

Objective 1

Identify the current demographics

➢ Take a deeper look into the types customers who shop at Walmart and who don’t.

Also, to have a better understanding of these customers.

To gain an understanding of what barriers Wal-mart might be facing in gaining college

consumers

➢ To take a closer look at what is preventing people from going to Walmart. This would

allow us to give recommendations to Walmart so that they can gain consumers.

Objective 2

Objective 3

Analyze primary and secondary competitors

➢ To identify the top competitors that Walmart has and analyze their best

practices in hopes of recommending some strategies to Walmart

Identify what the environmental attributes where that most attracted college student

➢ To first see if environmental factors even played a role in college students shopping

experience. Than to see what attributes that best stood out to college students so

that Walmart could continue to capitalize on them or make improvements

Objective 4

Identify how product quality affected college purchases

➢ To take a deeper look into how Walmart's actual products fared with college

students. This would allow us to see if Walmart is carrying the right products to

entice students

Objective 5

● More respondents - do not visit Walmart at least once a month

● Top respondents - Asians or Asian Americans ethnicity

● Inferior respondents - African American

● Others - do not visit Walmart at least once a month

● Prefer not to answer - do not visit Walmart at least once a month

Who Did We Find To Be The Current Demographic?

● 18 - 19(of all religions) - do not have Walmart near 10 mile radius compared to those who have

● 20 - 21(of all religions) - have and do not have Walmart near 10 mile radius

● Older than 21(of all religions) - have Walmart near 10 mile radius compared to those who do not

Current Demographic? (continued)

What Were The Barriers?

● Most respondents only rated “regular” for the service offered in Walmart

● It is then followed by “good” and then “poor”

● There are very few people who rated “excellent” and “very poor”

What Were The Barriers?

● Just like the previous slides, customers of Walmart generally rate “Neutral” for the quality of product

● Very few people rated extremely satisfied or even generally satisfied

Who Were The Competitors?

➢ #1. Target➢ #2. Costco

Compared to the top competitors

Walmart should work on:

-More reasonable pricing

-Parking condition

Environmental Factors

YES!

❏ the most important two age groups had an overwhelming appreciation for atmosphere

❏ more than ⅔ agreed

Question looked at

comparing your favorite store to Walmart, please rate this attribute from 1-5

Specifically looked at

age range

who said “yes” to having a walmart within a 10 mi radius

What Factors Were Important

how did product quality fare (?)

ANOVA

Highly Significant result (0.01 > P = 0.011)

Respondent’s satisfaction level regarding WalMart's product quality vs. median attitudes toward Walmart

What Was Our Conclusion?

Demographic

Mostly Asian and American Asians are likely to attend Walmart

with Whites and Hispanics following close behind

While half of 20+ age group said they do have a Walmart near them, half said they do not

Barriers

Most respondents rate services and goods provided by Walmart as regular or neutral

Very few people rated excellent or very satisfied

Conclusion (cont)

Competitors

Their top competitors were Target and Costco

Those two have done better with their pricing and parking

Environmental Factors

Walmart falls short in lighting, but is competitive within organization and friendliness

People appreciate a pleasant shopping atmosphere

Product Quality

Whether or not you have a Walmart near you, there is a general consensus that Walmart sells cheap products.

What Do We Recommend?Demographic

Gear your advertising to all races. While we did notice a strength in Asian and Asian American, they were close enough that it’s important Walmart does not alienate anyone.

Continue to grow their stores around campus locations

Barriers

Walmart’s goods and services were rated mostly neutral or regular. They need to provide better service in order to attract more customers and offer products that has better quality in order to attract more people to the store.

Recommendations (cont)

Competitors

Look into obtaining more reasonable prices

Price match with Target

Environmental Factors

Focus on leveraging organization and friendliness

Work on better lighting

Hire a company to create a more aesthetically pleasing atmosphere

adding popular music, creating a cohesive layout, add lighting, redecorate, etc