Real Costco Shopper Costco Shopper Term Paper

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This can be seen in the case, and gaps in the product strategy at WalMart (Serpkenci, Tigert, 2006). Costco capitalize son these WalMart weakness very well, and is attracting a very unique, affluent customer segment as a result. Using Quantcast, a free online website traffic analytics tool to measure the traffic on Costco.com, the following insights have been gained. First, Costco shoppers are in the 35 -- 44 age group (25%) followed with the 25 -- 34 age group (22%). Second, the majority of Costco shoppers don't have children (57%) which frees up greater disposable income for discretionary purchases. Third, 37% of Costco shoppers earn $150,000 a year or more, which is exceptional given their nature as a mass merchandiser. 31% earn between $100K to $150K according to the completed Quantcast analysis. 46% attended a college or university and 20% attended graduate school. 69% are Caucasian and 12% are Asian, which shows how successfully Costco has completed efforts in the western states they have expanded into.

Conclusion

...

Quantcast shows this strategy is working.
Appendix -- Qauntcast Results

Source: https://www.quantcast.com/costco.com#!demo&anchor=panel-GENDER

Sources Used in Documents:

References

Cascio, W.F. (2006). Decency means more than "always low prices": A comparison of Costco to Wal-Mart's Sam's club. The Academy of Management Perspectives, 20(3), 26-37.

Davis, M.K. (2008). Integrity and values. New England Journal of Entrepreneurship, 11(2), 9-12.

Serpkenci, R.R., & Tigert, D.J. (2006). Wal-Mart's new normal is here: Is everyone ready to accept the future? International Journal of Retail & Distribution Management, 34(1), 85-100.

WalMart Investor Relations (2013). Investor Relations. Retrieved July 3, 2013, from Wal-Mart Investor Relations and Filings with the SEC:
http://investors.walmartstores.com/phoenix.zhtml?c=112761&p=irol-estimates


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