PROTEACH INFO

Wal-Mart is a company that was established in the 1960’s and has been a dominant force in the retail industry for a great while. This company is a global giant and has a great appeal with consumers in many demographic levels. The group of people that I selected was between the ages of 22 and 30 years of age(Wal-Mart,2013). The income levels were the lowest being 12,000 to 30, 00 per year. The races were white, black and Latino. I also interviewed one female and two males. I also questioned them about why they selected this Wal-Mart to shop at. Out of three one did for bran appeal and the other two did not. When asked about the pricing they all selected yes for the pricing. This shows that each consumer has a concern when it comes to shopping they want to find was to save money and still have products they find value in.

Sears was at one time was a retail giant in America but has had a tough time in the recent years passing. One reason for this is because other retail stores have come into the market and cut out niche markets that are appealing and have gained dominant portions of the market. The age range for this people that I interviewed was between the ages of 37 and 50 (Sears,2013). The income level was from 30,000 to 65,000 per year. The race of all three was white. When asked about brand appeal they all answered yes to this question. When asked about pricing two answered no and one answered yes. This shows that brand loyalty is something that Sears has gained in the market.

When looking at both demographic groups I can see that Wal-Mart has made a connection with younger adults and Sears has a strong rapport with older adults. I also noticed that those who had a higher earning income shopped at Sears as well showing that because of the higher pricing they are willing to pay more for products that they find value in and a connection to. Brand appeal was also in the favor of Sears while pricing was a one-sided victory in favor of Wal-Mart. Both chains have areas that they should find room to target new audiences as well as improving on meeting the needs of consumers in this market.

The demographic makeup of this city is that the population is 92,757. The media age is 28.5 years of age. When it comes to race the city is a mixture of different races which include Whites 61.3% Blacks 23.06 and the rest is a blend of Asians, Hispanics and other(connection,2013).

http://lawton.areaconnect.com/statistics.htm  retrieved April 6th 2013  

 

  

 

WALMART	AGES	SEX	INCOME LEVEL	BRAND APPEAL	PRICING	RACE
	25	F	25,000	Y	Y	WHITE
	22	M	12,000	N	Y	BLACK
	30	M	30,000	N	Y	LATIN
SEARS	AGES	SEX	INCOME LEVEL	BRAND APPEAL	PRICING	RACE
	50	M	65,000	Y	Y	WHITE
	48	F	40,000	Y	N	WHITE
	37	F	30,000	Y	N	WHITE