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Target’s Perception Drops After Transgender Bathroom Announcement

Article from: 
Thu, 28/04/2016 - 19:19
Ted Marzilli

Since last week’s announcement that it would allow transgender employees and customers to choose the restroom and fitting room they conform to, Target’s consumer perception has dropped to its lowest point in eight months.

Women have had a slightly bigger descent in perception than men.

What may be more concerning to Target is that the percentage of consumers who would consider buying items at Target the next time they want to go shopping at a department store dropped from 42% to 38% over the past two weeks.

YouGov BrandIndex measured Target with its Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

A score can range from 100 to -100 with a zero score equaling a neutral position.

From April 18th though the 27th, Target’s Buzz score fell from 19 to 11, a total of eight points. Broken down by gender, women’s Buzz score dropped 12 points and men by 10.

Target was also measured with the Purchase Consideration score, which asks respondents: “"When you are in the market next to purchase items in this particular category, from which of the following brands would you consider purchasing?” The scale is measured from 0 - 100%.

Target: Buzz, Purchase Consideration
Target: Buzz, Purchase Consideration
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