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.

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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

Costco is winning customers in the upper socioeconomic segments due to their focus on value over just price. Quantcast shows this strategy is working.

Appendix -- Qauntcast Results.....

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