This report provides a consumer-centric analysis of the mass merchandise channel. The focus is primarily upon supercenters (i.e., discount retailers who sell a wide variety of goods, including perishable foods) and club stores, which provide discounted rates on bulk items to customers who have paid a membership fee.

The discussion begins with an analysis of how macro-level economic factors such as the rising unemployment rate and faltering consumer confidence are serving to drive increasingly frugal customers into discount stores. Specifically, the report addresses the following questions:

• What decision making criteria commonly influence consumer decisions about where to shop?
• What is the influence of price and location compared to other factors such as the retailer's commitment to sustainability or the local community?
• How is the demographic composition of club store shoppers similar to or distinct from that of supercenters?
• Which mass merchandisers do the affluent shop at and why?
• What categories have the greatest influence on decisions of which mass merchandiser to shop at?

Related Reports:
Snapshots China Supermarket & Hypermarket Retailing 2009
Snapshots Russia Supermarket & Hypermarket Retailing 2009
Hypermarket, Supermarket, and Discounters in Denmark
Hypermarket, Supermarket, and Discounters in Greece
Hypermarket, Supermarket, and Discounters in Hungary
Hypermarket, Supermarket, and Discounters in Ireland
Hypermarket, Supermarket, and Discounters in Norway
Hypermarket, Supermarket, and Discounters in Portugal
Hypermarket, Supermarket, and Discounters in Sweden
Hypermarket, Supermarket, and Discounters in Turkey