Home > 2010 Pink Report® Uncovers New Truths About Walmart and the Beauty and Personal Care Shopper (Table of Contents)

2010 Pink Report® Uncovers New Truths About Walmart and the Beauty and Personal Care Shopper

The Benchmarking Company
June 15, 2010
SKU: BNM2786989

Abstract Table of Contents Search inside this report Related Reports

I. Methodology
(How and why we decided to focus on Walmart): 2.1 Executive summary: philosophy and findings; 2.2 Welcome to the new truth
II. Truth Be Told: Old Truths, New Truths and the Truth in Numbers
(What we know and what we learned about Walmart): 3.1 Every pretty penny counts; 3.2 Put on your Walmart hat; 3.3 Recessionista; 3.4 Don’t tempt her; 3.5 She loves Walmart; 3.6 She and Walmart go waaaay back; 3.7 The hulking superstore; 3.8 She’s buying her beauty at Walmart; 3.9 Playing favorites; 3.10 Queens of convenience; 3.11 Naturally confused; 3.12 Under her skin every once in a while; 3.13 If she’s not shopping at Walmart; 3.14 No separation anxiety here; 3.15 Walmart.com; 3.16 The coupon lives!; 3.17 Walmart for all; 3.18 Don’t rush her
III. Beauty Spotlight - The Beauty Aisle
(Her shopping behavior in the beauty aisle): 4.1 Dollars and cents: her annual beauty spending at a glance; 4.2 Where she buys beauty: Walmart and then some; 4.3 Beauty aisle price check; 4.4 A beautiful state of mind; 4.5 Her beauty shopping experience; 4.6 High impact; 4.7 Top beauty brands she buys; 4.8 Beauty by the dollar
IV. Beauty Spotlight - The Walmart Beauty Aisle
(Her shopping behavior in the Walmart beauty aisle): 5.1 The Walmart beauty buyer profile; 5.2 Walmart beauty shopper: vital statistics; 5.3 The Walmart shopper: what beauty she’s buying; 5.4 Walmart will-nots; 5.5 Walmart vs. … ?; 5.6 Uninspired beauty
V. Beauty Spotlight - Beauty by the Ages
(Her buying behaviors by age): 6.1 Age and Walmart loyalty; 6.2 Her views on Walmart, through the ages; 6.3 Is she embarrassed?; 6.4 How long has she shopped at Walmart?; 6.5 Day by day; 6.6 Does she splurge at Walmart?; 6.7 Would you like a basket?; 6.8 Who buys more?; 6.9 Generically speaking; 6.10 Not all beauty products are the same to her; 6.11 Brand loyalty and age — mutually exclusive?; 6.12 She’s been a beauty buyer for a while; 6.13 Beautiful perceptions; 6.14 Extra cash and how she spends it; 6.15 A beauty buyer and her money are soon parted; 6.16 She’s motivated, and she wants to buy; 6.17 Naturally beautiful: will she go organic?; 6.18 Beauty turnoffs; 6.19 What won’t she buy?; 6.20 The savvy beauty buyer; 6.21 Walmart.com and her; 6.22 Facebook nation; 6.23 Annual beauty expenditures; 6.24 She’s savvy, at every age
VI. Checkout Line
(Key takeaways and strategic recommendations): 7.1 What are Walmart’s new truths?; 7.2 What are the beauty brander’s new truths?
VII. Data Warehouse
(Survey questions): 8.1 Are you female?; 8.2 How far away from your home is the closest Walmart?; 8.3 Where do you typically shop for beauty and personal care items?; 8.4 What words come to mind when thinking about Walmart?; 8.5 Do you shop at Walmart?; 8.6 If not, why don’t you shop at Walmart?; 8.7 What are the most important reasons you shop at Walmart?; 8.8 Do you enjoy shopping at Walmart?; 8.9 If not, why don’t you enjoy shopping at Walmart?; 8.10 Please estimate the percentage of your or your family’s shopping that you personally do; 8.11 Which members of your family do you specifically shop for?; 8.12 How important are the following when shopping?; 8.13 Please indicate which of the following statements reflect your views.; 8.14 How long have you been a Walmart shopper?; 8.15 What time of day do you generally shop at Walmart?; 8.16 Once you have entered a Walmart, how long does your shopping trip usually last?; 8.17 What days of the week do you generally shop at Walmart?; 8.18 How often do you shop at Walmart?; 8.19 Do you have a specific budget that you follow when shopping at Walmart?; 8.20 Are you usually successful at keeping your Walmart purchases within your budget?; 8.21 What typically causes you to spend more than your budgeted amount at Walmart?; 8.22 How much money do you typically spend at Walmart each time you shop there?; 8.23 When you shop at Walmart, do you generally…?; 8.24 How do you usually feel upon entering Walmart?; 8.25 Do you generally shop at Walmart alone or with someone?; 8.26 What types of products do you purchase at Walmart?; 8.27 Do you bring a shopping list to Walmart?; 8.28 Do you review the circular from Walmart?; 8.29 How do you usually feel when you are finished shopping at Walmart?; 8.30 Why do you buy generic products at Walmart?; 8.31 When thinking about your general spending habits as compared to a year ago, you are…?; 8.32 What kind of beauty and personal care products do you purchase at Walmart?; 8.33 Why do you purchase your beauty and personal care products at Walmart?; 8.34 Have you purchased your beauty and personal care products at Walmart?; 8.35 When did you start shopping for your beauty and personal care products at Walmart?; 8.36 Why did you start shopping for your beauty and personal care products at Walmart?; 8.37 Which of the following beauty brands do you shop for at Walmart?; 8.38 Which of the following personal care brands do you shop for at Walmart?; 8.39 Did you trade down (start buying a less-expensive product) in your beauty and personal care shopping within the past year?; 8.40 When shopping at Walmart, at what point do you shop for your beauty and personal care products?; 8.41 Please tell us how much you agree or disagree with the following statements.; 8.42 Do you buy beauty brands at stores other than Walmart?; 8.43 What brands do you buy when you are shopping at those places?; 8.44 Why do you buy beauty items sold at stores other than Walmart?; 8.45 Why don’t you shop for beauty items at stores other than Walmart?; 8.46 If you had an extra $50 per month, what would you spend it on?; 8.47 What influences you the most when you are buying beauty and personal care products at Walmart?; 8.48 For each of the following statements, check the box that most closely corresponds to your perspective; 8.49 Do you spend more money on beauty and personal care products that are natural/organic?; 8.50 Do you believe that a natural/organic product works better?; 8.51 What is your favorite skin care brand sold at Walmart?; 8.52 What is your favorite makeup brand sold at Walmart?; 8.53 What is your favorite fragrance brand sold at Walmart?; 8.54 When you are shopping for beauty and personal care products, what are your biggest turnoffs?; 8.55 What kind of beauty and personal care products would you never purchase at Walmart?; 8.56 Why won’t you ever shop at Walmart for baby products?; 8.57 Why won’t you ever shop at Walmart for bath products?; 8.58 Why won’t you ever shop at Walmart for body and skin care products?; 8.59 Why won’t you ever shop at Walmart for eye makeup products?; 8.60 Why won’t you ever shop at Walmart for facial makeup products?; 8.61 Why won’t you ever shop at Walmart for facial skin care products?; 8.62 Why won’t you ever shop at Walmart for fragrance products?; 8.63 Why won’t you ever shop at Walmart for hair care; products?; 8.64 Why won’t you ever shop at Walmart for hair dye and hair coloring products?; 8.65 Why won’t you ever shop at Walmart for nail products?; 8.66 Why won’t you ever shop at Walmart for oral care products?; 8.67 Why won’t you ever shop at Walmart for personal cleanliness products?; 8.68 Why won’t you ever shop at Walmart for shaving products?; 8.69 Why won’t you ever shop at Walmart for sunscreen and suntan products?; 8.70 What is the most you have spent on each of these items?; 8.71 What is an expensive price for each of these items?; 8.72 Please tell us if you agree or disagree with the statement as it relates to shopping at Walmart; 8.73 Have you ever visited Walmart.com?; 8.74 Why haven’t you visited Walmart.com?; 8.75 Do you go to Walmart.com for product pricing and availability prior to shopping at Walmart?; 8.76 When thinking about Walmart.com, please rank each of the following statements; 8.77 Which of the following magazines have you read in the past three months?; 8.78 What is your dress size?; 8.79 Which soap operas do you follow?; 8.80 Which of the following television shows do you love to watch?; 8.81 Which of the following music genres do you listen to most often?; 8.82 What kind of vehicle do you or your spouse drive?; 8.83 Do you have a tattoo?; 8.84 Do you attend a weekly religious service?; 8.85 Do you have Facebook page?; 8.86 What is your age?; 8.87 How many children under the age of 18 do you have living in your house?; 8.88 What was your total household income for 2009 (before taxes)?; 8.89 Is yours a single- or a double-income household?; 8.90 How much do you spend annually on beauty products (specifically color cosmetics and facial skin care products)?; 8.91 What is your employment status?; 8.92 What is the highest level of education you have completed?; 8.93 Which best describes the area where you live?; 8.94 Which best describes your ethnicity?; 8.95 Please think about each of the following statements and indicate how much you agree or disagree with each; 8.96 How did you hear about this survey?

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