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Survey: Kohl's, Target tops with consumers

December 16, 2009
Since consumers are likely to vote for retailers most familiar to them, Market Force Information Inc. took into account number of locations for its survey, as shown in this chart. Kohl's came out on top, with 13.2 percent of the vote.

Louisville, Colo.--Consumers say Kohl's and Target are their No. 1 and No. 2 favorite fashion accessory retailers, a new survey conducted this month by Market Force Information Inc. shows.

According to a news release, the findings emerged from a survey Market Force conducted among it network of 300,000 independent mystery shoppers and merchandisers, consumers Market Force has dubbed "The Force."

For this survey, more than 3,000 mystery shoppers and merchandisers responded to a series of questions designed to foretell what's in store for retailers in 2010.

According to the release, the shoppers were shown a list of the country's top 55 retailers (top fashion retailers according to Hoovers) and asked to select their favorite. Wal-Mart received the highest number of votes, with consumers citing low prices as the primary reason.

Initially, this put Wal-Mart at the top of the list with 16 percent of the votes, followed by Kohl's with 12 percent, and Target and J.C. Penney tied for third place with 8 percent of the vote.

However, when the number of stores is factored in--Wal-Mart has 3,600 locations in North America, while Kohl's and Target have one-third that number--Kohl's came out on top with 13.2 percent of the vote, followed by Target with 8.8 percent, according to the release.

When Market Force asked consumers about the characteristics they appreciated most about these leading retailers, Target took the top spot, with consumers noting its speed of service, overall atmosphere and green/sustainable growth policies.

Target also tied for first with J.C. Penney for "ability to find what I need" and friendly service, while Kohl's, Wal-Mart ad Target virtually tied for first place in overall value.

Macy's took the top spot for brand names carried, according to the survey.

Market Force, a Louisville, Colo.-based global customer-solutions company for multi-location businesses, including major retailers, conducted this survey in early December.

The pool of 3,000 respondents ranged in age from 19 to 72, and half had incomes of more than $50,000 a year.

About 75 percent were women, the primary household consumer purchaser, and half have children at home.
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