Results of Wal-Mart Watch/Westhill 2007 Public Opinion Survey

Key Findings
Positioning Among American Consumers: The results of the latest poll (conducted in February/March, 2007) demonstrate that Wal-Mart continues to be strongly positioned among American consumers, although less so than in 2005.
- 71% of respondents view the company favorably, compared to 76% in 2005;
- 70% report shopping at Wal-Mart at least once a month (and 81% report shopping there at
least several times a year) compared to 74% in 2005.
Impact of Business/Labor Practices:
The 2007 survey provides evidence that Wal-Mart’s business/labor practices have had an adverse impact on consumer perceptions of Wal-Mart, and the inclination to shop at the retail
giant – both among current shoppers as well as key growth segments for Wal-Mart.
Changes in Perceptions:
- Since 2005, Wal-Mart’s overall favorability rating has dropped by 5% (from 76% to 71%), while their “strong favorability” rating has fallen off by 8% (from 47% to 39%). The decline in favorability has been particularly sharp among respondents over 65, Midwest residents, and respondents who live in rural areas.

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