Perceptions of Equate.

We also asked our shoppers if they'd used Wal-Mart's Equate brand and what they thought of it. Their responses confirm that lots of people try it, and many use it regularly. The surprise was hearing that much of it was mediocre--possibly not as good as some other store brands.

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The actual responses fell into three groups of approximately equal size.

Group 1 -- Regular Satisfied Users

* "I used Equate brands all the time and have found no difference in quality with the national brands"

* "I buy the Equate brand often--good prices and quality. Biggest plus is the large number of products offered that other store brands don't offer"

Group 2 -- Marginally Satisfied Users

* "The food is sometimes not the greatest but most of the shampoos and drugs are okay"

* "You can't count on them to have the Equate products you like. It's very hit and miss"

Group 3 -- Dissatisfied Triers

* "The price is right, but I haven't been impressed with the quality of their OTC's. It's hard to be sure, but I think other store brands are often stronger--more potent--more equal to the national original than Equate"

* "Cat food doesn't last as long as other brands--cats are hungrier, sooner. Tried Equate's "Metamucil" once--no more"

What we are reporting about perceptions of Equate is qualitative, but retailers who are proud of their own store brand quality standards should consider doing some head-to-head comparisons with Equate items. Customers who are merely satisfied will go elsewhere if anyone offers what seems to be a better value. After all, Pepsi has been making taste tests against Coke payoff for years, and you might be able to do it too.