Waste money? Not these shoppers, even though money isn’t as tight for them as it is for the price-value or brand-aspirational shoppers. To the price-sensitive affluent shopper, spending more than they have to doesn’t demonstrate affluence, it demonstrates foolhardiness. They research purchases to make sure they’re getting the best value possible. Like
all our customers, they’re smart. They know they can shop anywhere, but they shop at Walmart for quality products
at unbeatable prices. They enjoy their affluence and plan on keeping it. Walmart helps them do just that.