The surge in brand preference is noteworthy because it took place
against the backdrop of one of the worst recessions anyone can remember, the publication says. The top brands also withstood efforts by retailers to reduce expenses and simplify operations by reducing
assortments as well as to emphasizing their own brands, such as the relaunch of Great Value at Walmart and the introduction of Up & Up at Target.
Leo J. Shapiro & Associates conducted 1,028 telephone and online interviews during December 2009 to ensure a sample size representative of U.S. households. Consumers were asked whether they shopped in nationally known discount department stores, drug stores and superstores and which categories they shop. Then respondents were asked which brand they would want to buy if they were shopping for a product in a specific category.
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