Canadians enthusiastic about Wal-Mart
25 April 2006
A recent study conducted by global market research firm Synovate revealed that Canadians are pro Wal-Mart. The results were unexpected as the world's largest retailer continues to struggle with its public image around the world.
"We found the results surprising – much more positive than we anticipated," said Robin Brown, Senior Vice President of Synovate's Toronto office. "We thought there was a prevailing attitude that U.S.-based retailers were viewed as unwelcome 'invaders', because their presence often resulted in closure of smaller independent retailers. However, the results did not bear this out."
Among those with a Wal-Mart store in their community, eight out of ten respondents said that they are glad Wal-Mart came to their community. They also agreed that Wal-Mart typically has the lowest prices.
About two-thirds of those interviewed (including those who do not have a Wal-Mart in their community) indicated that Wal-Mart is a good corporate citizen and takes care of its employees. Women were consistently more enthusiastic about Wal-Mart than men.
Not surprisingly, in Quebec, where Wal-Mart has closed a store, results were not as positive. Even so, two-thirds of Quebecers who have a Wal-Mart store in their community are happy about it. However, just under half of all Quebecers interviewed feel that Wal-Mart is a good corporate citizen and takes care of its employees.
These results are almost identical to findings from a similar study conducted by Synovate in the U.S. last November. The only major difference was whether or not Wal-Mart takes care of its employees. Canadians were more positive than Americans on this issue; 61% of Canadians and 53% of Americans said that Wal-Mart takes care of its employees.
The surveys were conducted in Canada and the U.S. via eNation, Synovate's online Omnibus survey.
Contact(s) for this press release
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Jennifer Chhatlani
Vice President, Marketing & Communications |
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222 South Riverside Plaza |
Tel: +1 312 526 4359 |
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Simone Silva
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Telephone: +1 416 964 6262 Ext.126 |
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Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 staff across 62 countries.
For more information on Synovate visit www.synovate.com.