Are Dollar Stores Gaining on Walmart?

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According to a recent consumer perception study conducted by leading market research firm ClickIQ, Location and Convenience is major influence on Dollar Stores shoppers.

If Dollar stores are gaining ground on retail giant Walmart (WMT) its due primarily to location and convenience according to a recent consumer perception study conducted by leading market research firm ClickIQ, Inc. Consumers who had shopped a dollar store in the past month were surveyed on their retail shopping habits and the number one reason consumers cited for shopping Dollar General (DG) is proximity to their home or work (71%). The second most cited reason for choosing Dollar General is "best everyday prices" at 57%. Of all respondents, 87% also shopped at Walmart in the past month.

According to the study, 57% of those who have shopped Dollar General in the past month live within three miles of the retailer. The average is 3.3 miles (self-reported). Respondents estimate that the nearest Walmart is about 5.4 miles away from their homes. 62% of Dollar General shoppers indicated that they would be extremely/very likely to shop Walmart if they had a store that was the same size and the same distance as their local dollar store.

“The economic reality of dollar store/Walmart cross-shoppers is also a factor in their choice of retailer,” said Robert Boese, VP Operations, ClickIQ. “The study showed that the average weekly grocery budget for families in this group is a self-reported $98. Furthermore, 20% of these respondents indicate that they are on some form of government assistance. This might explain why 55% of dollar store shoppers indicate that high gas prices influence them to shop retailers closer to home. With continuing high gas prices and unemployment, consumers appear to be calculating the ROI on each shopping trip.”

Data was collected in an online survey with 399 of ClickIQ’s US consumer panel from July 5, 2011 through July 7, 2011. Target respondents had shopped at Dollar General at least once in the past month. The survey results have margin of error of +/-5% at a 95% confidence level.

About ClickIQ
ClickIQ, Inc., based in Minneapolis, Minnesota, is an award-winning market research firm that employs fully integrated online management tools, a proprietary consumer panel, and skilled market research analysts to deliver quantitative consumer and shopper insights to some of the best known and most respected companies across the U.S.


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Robert Boese
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