Literary Review

Name: Lanny Hackney

Research Theme: It would seem to me that the nature of a small country town like Tahlequah, would be to exhibit some of those qualities that would consider private non public, while in public, especially in the local Wal-Mart. It is like the data on Claritas PRIZM demographic segmentation site displays, that small towns display the particular people in lower incomes, as being the major shoppers here if southern, country, drive farm vehicles, kids, low education. It is a town of 46% of the incomes less are than $25k, and has income from outside its borders in the form of students. (PRIZM). When people are in Wal-Mart, they carry on in general like they have not even left their living rooms. The types of conversation topics are more profound and often outside the scope of normative, than in 2 other similar competing store chains. In my many years of using a Wal-Mart, I have used one in many cities, states, and countries, in general noticing one distinct behavior. The notion of complete comfort or lacking respect of while people are in the store seems outwardly displayed. Wal-Mart’s current distorted and hurt image, results behind wages, gender discrimination, and labor disputes, as well as 43 billion dollars of shoplifting to deal with also publicly. So is it that the stereotype that Wal-Mart services white trash as purported in the country songs by singer song writer Toby Kieth is true. Is that why these people who are generally blue collar families or in Tahlequah, living assisted by some government entity like Cherokee Nation, HUD, and or Section * low income housing authority. I am not sure it is that white trash shop at this store, but I am presuming that the behaviors exerted in Wal-Mart that one would typically deem to curtail or not display in public do get displayed are a result of its image as a store in general. Research shows that, 8% of Wal-Mart’s customers are openly hostile to it. (McGinn, 2005). It is not all the people but a good portion of its customers I have ever viewed seem to not have a dividing line of behavior that they would not do in public but do it in Wal-Mart.

Source 1:McGinn, D., Schrobsdorff, S., & Joseph, N. (2005). WAL*MART Hits the Wall. Newsweek, 146(20), 42-44.

Summary of the Source: Newsweek Article covering the nature of Wal-Mart’s image as of late and past. It describes peoples attributions, attitudes, and respect levels for Wal-Mart. Suggesting that the image may be likely to explain some the behavior of not showing the store the respect it is failing to don on its employees, and therefore not holding it as high in regard to actions while in the store.

Relevance: Supporting illusory detail for arguments and assertions about customers behaviors I observed in the project’s data collection site.

Source 2:Featherstone, L. (2005). DOWN AND OUT IN DISCOUNT AMERICA. (Cover story). Nation, 280(1), 11-15.

Summary of the Source: This article describes the nature of the Wal-mart customer and corporate cultures. Outlining the phenomena of profiting on poverty, the killing of small mom and pops businesses, and other atrocities in a particular literary light that supports the suggestiveness of my assertion that the image of the store results in the customer behaviors in/toward the store. It covers the portrayal of Wal-Mart as the corporate criminal psychologically mapping its customers out in fine detail, violating labor laws as a repreat offender, and gives insight into the nature of it seeking out the impoverished customer. In order to save its image it is trying to attract a higher income level of customer. I doubt it will make this strategy work in time to keep any real damage absorbed. Ok if Wal-Mart does attract higher income customers, will it increase their image enough to get some respect back from the displayed behaviors of its customers? I cannot envision it will save their image, but never the less, this article supports the fact that Wal-Mart’s corporate culture does shape its customer base, if anything.

Relevance: the relevance this article has to my paper is to support the shaping of the customer’s negative and respect lacking behaviors are somewhat connected to its overall image in the customer’s mind. In Marketing, consumer research is critical to attracting the right customer for your product(s). This store seems to do just that, but its practices in attracting the customers and how its negative PR imagery, brings those customers with attributes that stand more likely to elicit low public regard for it. Families bickering at loud volumes over items needed or wanted, hit children, and most hurtful to the store is that the customers it attracts steals from it as often it seems as they buy from it. Attract impoverished customers to your store, and they will steal from you if they do not have the money, and perceive a need for something you have. This article explains the overall corporate culture of the store and its dynamics in some relation to my sought after resolution of behavior displays in the store.

Source 3: Zimmerman, A. (2005, September 17). Looking Upscale, Wal-Mart Begins A Big Makeover. Wall Street Journal - Eastern Edition. pp. A1-A10.

Summary of the Source: This article talks about how the store is trying to upscale its customer base in order to improve its negative PR and consumer image. This is part of I think from a marketing student standpoint, is a 1st step in an attempt to repositioning strategy deployment. Repositioning the store in the minds of the consumer is a strenuous tactic and Wal-Mart will work hard to accomplish it. It’s negative shareholder value, customer treatments, all effect its sales and customers view of it. If the store can attract higher income customers, then the point in the stores business model is moot. Any marketing firm readily knows, to get higher paying customers you need higher quality higher priced goods. Their income levels create a certain par value in products they will buy, purely based on income alone. It is interesting that they try to

attract higher income level customers, that I perceive complications with its lower income base customers. A customer base that already if corporately forced to shop at the store, and dislikes it even more every day.

Relevance: The relevance to this paper is that the overall public identity Wal-Mart has, is connected to the customers behaviors in some way shape or form. That it supports in some detail my idea that the customers reciprocation of negative behavior or low regard for what is acceptable to do or say in the store, stems from its own unethical practices and actions against its employees and customers.

Summary: In observing nearly 6 hours of actual behavior in the store of either a customer or an employee, I was able to interpret some notions of their views of their jobs for the employees, and the customers, their regard of the store. These articles gave some insight into the dynamics of its customers reactions to its practices as well as the corporate culture surrounding it. The time spent officially observing was not at length I do agree, but in contrast I have spent longer hours than this weekly endeavor in Wal-Mart over many years. Recount of past behavioral events in the store have not portrayed very much change in comparison to that I have observed for this study. Up until now this image distortion of the store has not been as bad as of late, so my personal past recollections of people and their behaviors in the store are additionally sufficient enough for description in this paper I believe. Customers expect corporations that they depend on, to treat them like they are the proverbial paychecks that are being earned by those in charge of it. The “I pay your salary mentality”, is ever present in most consumers minds. Especially low income consumers, who must in fact shop at the store, and compare their incomes to those of richer individuals who do not have to shop at the store. In these readings, I was able to get some grasp on how the corporate culture of the store, affects change in its customers of it and may elicit the behaviors that one may deem private, in public.

Public and Private:

An ethnographic study of Wal-Mart culture

viewed from the customer service center.

There are a range of cultures in our society we call home in the United States. We have individuals from every culture all over the world here in our borders. The particular behaviors of each is different from one to the next, of this can be assured. In recent years, Wal-Mart’s corporate image has diminished significantly with rise given to unethical business practices and repeat labor law violations. It moves into towns and destroys the competition of the smaller businesses, grabbing the market share and creating dissent among the remaining ones. It seeks out the impoverished consumer in which to line its pockets once it has became the dominate server of the departments in retail it offers. Offering groceries also keeps the consumer dependent upon it to eat and survive, since the smaller grocery stores stock less and only groceries again Wal-Mart cuts deeper. Keeping the competition at bay, has been its forefront in distorting its image in the consumer mind. There are significant negative attitudes toward the store in regard to its ill gotten practices. If I treat people badly that depend on me to bring them there life needs, it is understood that they will like me less and think of me in low regard. They would even go as far as to lose respect for me. Therefore, at my house no special care would be taken to ensure I am not offended or disrespected. You would hold me in less regard even to yourself if I treated you badly enough. This is why I think that the behaviors in general, that consumers in Wal-Mart display are a result of the declining image of the global giant. Private interpersonal relations publicly displayed with no regard to the environment by the one displaying them, completely unaware of their contexts. Stealing from the store is high across the board, 43 billion dollars in lost merchandise and profits as result of shoplifting. That says something about your company’s standing with its customers if you have that much in losses due to theft of merchandise. Not only theft but complete disregard for social norms in Wal-Mart is evident at times when observing customers behaviors. Two grown men standing in front of customer service talking about hurting someone in the parking lot, and no single person lifted an ear of attention to them, as if it were commonplace. In lieu of apparent evidence from observation assignment, I have come the assertion that the negative image the store has, affects its customers regard for the store. After observation at Wal-Mart, I would curiously visit to glance in for a few minute at Reasor’s across the street. The particular behaviors seen are slightly different, and a different sort of customers exist. I would say that their corporate culture is far different than that of its competitor. From that, I wish to examine the nature of customer behaviors in Wal-Mart in order to create discourse about the stores public/corporate image affecting the behaviors or regard for the store by its customers.

We must first examine those who make this store what it is, the customers. The customers of Wal-Mart in this study are very befitting of the demographics outlined in Nielsen and Clarita’s PRIZM assessments. Fairly good variety of ethnicities too. This particular location

has a mixture of Native American (NA), African American (AA), White non-ethnic (W), Hispanic American (HA), Asian (As). Although some form factor are not exactly like the demographics in regard to income listed by some of the market segments. Wal-Mart’s customers range from income of 27k, but seemingly are under that for the most part (Claritas.com). Their incomes are considered downscale from that of a national average for this segment. These families are urban and rural with low income producing assets, who rent and own with a majority holding a high school equivalency. This Bedrock America segment accounts for the majority of people I have observed, although there are the Young and rustic segment that accounts for the middle aged individuals and families lacking children and slightly higher incomes.

In contrast to what statistics state, this store location is bursting with families with far lower apparent incomes, based on observable dress, purchased items, and conversation topics. The overall attitude of the average customer is far more pleasant than the average employee being observed. Customers pour in by the masses making purchases with little or nothing or government aid. Every 2nd customer is providing an Oklahoma Access card or Food stamps as payment for food items. This is indicative of their income actual levels of income to some extent. This is due to the fact that, to get said benefits one must meet certain income criteria at or below poverty levels. Customers paying this way seem more distraught than others; not having grocery lists, purchasing ready-made items i.e. pizza pockets and such, and many impulse items asked for or begged for by children. In accordance with income level there would be some level of scrutiny put upon purchases of impulse nature or a great deal of budgeting that one would think should exist unfortunately does not seem to.

The overall attitude of the employees seems grim and forceful. Working in a job where the employer is known for its labor law violations, would seem to put a damper on a good attitude about coming to work. Those employees I have seen here for year are, looking more apathetic by the day. I would feel the same way knowing that my full time job is actually a part time job on paper due to stringent employment practices of keeping employees hours to a minimum that is within the part time range for example. The Customer Service Manangers (CSM) are over the CS Representatives (CSR). The CSM have more busy schedules leading to more focused and apparently increased agitation in regards to attitude. I have yet to see a bad attitude exerted outward upon a customer or subordinate. The CSM seem to have a better attitude than that of the CSR. In comparison to employees attitudes with that of customers, one can tell who is generally carrying a good demeanor and attitude or not simply by the way they carry themselves and nonverbal. The majority of attitudes of customers and employees seems carefree and unfocused on the context of their situations. Cognitive distractions are obvious, especially when interactions between CSR and customer occur. The employee is systematic and rehearsed and the customer is unaware that the CSR is even distracted and not fully attentive to their needs or presence.

Describing the populace of a Wal-Mart store is in and of itself a chore. An elaboration that can be done in some detail with fairly good observational notes. For the most part jeans and

T-shirt with tennis shoes. Some casually dressed, maybe students and local business employess, which the business requires the Polo style shirt or a casual dress. There are a far more number of obese people here in this store and town in general than at an overseas store in Germany I once frequented. In Gulfport MS, Birmingham AL, Dallas TX, and even one or two stores in Tulsa, all have a large heavy set or obese population of customers. There could be a link to government resources such as Food stamps, to the obese descriptors. America in general is getting fatter and fatter, with the majority of families on government aid not having to shell out cash for food, one could presumably eat as much fast ready made things as they choose. This link is pure speculation, but a necessary thinking piece for this examination. Low income also serves its functions in the non obese population as well. These families and individual households are not on EBT(Food Stamps) benefits for the most part, and are not obese. Though, they have EBT they are buying food with lists sometimes, and have kids who are not obese. Some of the description of this stores daily goers and comers, are more rural community in their dress and others are obviously urban. Cowboy, hip-Hop, skater, trends are very apparent in the clothing choices. The elderly people are more traditionally dressed, and move about slower and more with purpose than those of younger ages.

On an average observation day I take note of roughly 60% W and the rest 20% NA or Hispanic, with a small portion being AA, Asian, and other. The median age of Tahlequah is 29 (Nielson.com) and children are ever present. Young mothers and fathers, some even teens, children fill the aisle with unruly actions and tantrums. This is the beginning of where the public and non-public behaviors start to be displayed. A mother knows that it is not common to have a child around 6 years old, in a store with no shirt on roaming where he/she wants to go. No disciplinary procedure is ever discrete, for the most part, if there is one at all. Those individuals with no work, who receive government funding must shop at Wal-Mart, as the other stores cost more than they can afford. These people have no jobs and plenty of time for whatever may ensue in their lives other than discipline or manners lessons for their kids. It is assumed that the majority low income families have drug use, this speculation may account for the behavior of the children and the parents. If a parent lies to a child, the child naturally will reciprocate that behavior. If a store is given a bad image by way of media or any source reporting its actions to the public, the public will in turn react commensurately, like that of the childs mimicking style of early learning. If a family does not teach values at home it cannot recognize when to adhere to them in a public setting. As we all know there are behaviors for in the home and in public. It is our value system that helps us determine what they are and by watching our parents and or those around us.

Wal-Mart has earned such an intriguingly distorted public image as of its actions over its years of operation. If indeed values and norms taught at home determine what is ok in public or not, then if we go to the Olive Garden, would we act the same way as in Wal-Mart? I think not. As from our values and norms, we make a determination of how much uncertainty we have for a particular action. If we get embarrassed easy, are shameful, egotistical we will not ask for where

something is just keep looking aimlessly for it, or driving in circles without asking directions. Same situation of, if one is unaware of how embarrassing an action can be, then they can enact it without problem. In the Olive Garden of somewhere more upscale, we would never be embarrassed by bringing our kid in unclothed, for we would eliminate the chance of embarrassment by clothing the child. In the back of our minds, we know what to do in most situations whether public or in home. But , it is those rare situations when how salient is it to do that behavior that is unacceptable in public, is very low in importance. Now add a lack of values and norms and social identity to a negative image of a store that is the epitome of corporate wrongs to the public and its customers, and we have even less weight put on actions in that establishment.

Wal-Mart’s negative image stems from many factors. Unsavory labor practices, unethical labor law violations, ruining small businesses that cannot compete-inadvertently impoverishing some families, unfair treatment to women in an ever-changing gender oriented society that is attempting to purge unfair treatment of women wages and job opportunities. These are just a few to name the beginnings of a downward sloping public image. On top of that we have overwhelmingly large amounts of theft, in store and by employees. A sum totaling 43 billion USD as of recent numbers.

References

Featherstone, L. (2005). DOWN AND OUT IN DISCOUNT AMERICA. (Cover story). Nation, 280(1), 11-15.

McGinn, D., Schrobsdorff, S., & Joseph, N. (2005). WAL*MART Hits the Wall. Newsweek, 146(20), 42-44.

Zimmerman, A. (2005, September 17). Looking Upscale, Wal-Mart Begins A Big Makeover. Wall Street Journal - Eastern Edition. pp. A1-A10.