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    Wal-Mart, Target Head Consumer Survey on Community Service

    COLUMBUS, Ohio - Wal-Mart is tops with consumers when it comes to which store serves the needs of the community best, say 28.9 percent of more than 7,000 shoppers surveyed, while 5.3 percent believe Target does the most in that regard, according to the just released May Consumer Intentions and Actions survey from BIGresearch.

    COLUMBUS, Ohio - Wal-Mart is tops with consumers when it comes to which store serves the needs of the community best, say 28.9 percent of more than 7,000 shoppers surveyed, while 5.3 percent believe Target does the most in that regard, according to the just released May Consumer Intentions and Actions survey from BIGresearch.

    When asked which retailer most helps the community economically, through taxes, jobs, benefits to schools, and other initiatives, 21.7 percent of consumers polled again chose Wal-Mart, with 3.5 percent opting for Target.

    "The consumer perception appears to be different from many analysts and stories in the press," said Joe Pilotta, vice president of research at BIGresearch, a market intelligence firm providing analysis of consumer behavior in the areas of retail, politics, and media. "Wal-Mart's image as a community good guy with everyday low prices and as an economic developer contributes to increased sales."

    Among the other economic insights from BIGresearch's May survey is a "fluttering" of consumer confidence over the last three months, with 45.1 percent of consumers saying they're confident or very confident about the economy over the next six months, a slightly lower figure than April's 46.6 percent.

    The syndicated Consumer Intentions and Actions Survey (CIA) monitors the pulse of over 7,000 consumers each month to identify opportunities in a fragmented and changing marketplace. BIGresearch's methodology has a margin of error of +/- 1 percent.

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