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April 14, 2004 Kmart, Target, And Wal-Mart Shoppers' Loyaltyby Kate Delhagen with Charles P. Wilson, Esther H. Yuen |
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This is an excerpt
Executive Summary
Rampant cross-shopping exists among Kmart, Target, and Wal-Mart shoppers — most notably, 79% of Kmart shoppers also shop at Wal-Mart. Conflicted loyalty results from this cross-shopping: While a majority of Kmart and Target shoppers say they are loyal to those two mass merchants, they are also loyal to Wal-Mart. Low prices and convenience are the top reasons for shoppers' loyalty to the three retailers, while product selection and quality lag loyalty expectations.
This is an excerpt
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