Consumer data: Amazon Out, Wegmans In

My sister lives in Rochester, New York and over a decade ago she introduced me to the wonders of Wegmans Food Markets. An ordinary shopping trip became a portal into a vibrant world of fresh food, gourmet cooking demos, and commitment to community. It made me want to pick up and move to upstate New York. According to the annual Harris Poll Reputation Quotient (RQ) study– conducted online, in English, among 27,278 US respondents who rated the 100 most “visible” businesses on 20 different attributes – Wegmans Food Markets, took the top spot.

Its RQ score of 84.36 put it just ahead of Amazon on 83.72. Consumer electronics business Samsung was in third place on 81.98, with warehouse club Costco (81.69) and personal care brand Johnson & Johnson (80.88) rounding out the top five.

“Reputation is far from static and is a business asset that is earned every day as people evaluate companies through the lens of what matters most to them,” observed Carol M. Gstalder, Reputation & Public Relations Practice Leader for Harris Poll.

We agree whole heartedly with Carol that “Wegmans has spent years building a sterling reputation in the communities they serve, through its employees, one shopping experience at a time”.

Two years ago, Apple had the best reputation but it has since fallen to ninth in the rankings, although its score of 80.69 still qualified it as ‘excellent’.

Corporate reputation plays an increasingly powerful role in consumer decision making. That’s because in a 24/7 world, brands are relentlessly scrutinized. According to Harris, 36% of the US public will not do business with a company because of something they had learned about its conduct.