Is Costco Cheaper Than Walmart? A Shoppers Showdown for Savings!

Is Costco cheaper than Walmart? That’s the million-dollar question for savvy shoppers everywhere. We’re diving headfirst into a retail rumble, pitting these titans of commerce against each other to see who truly reigns supreme in the realm of savings. Forget the notion of a simple price comparison; we’re embarking on an epic journey through aisles of groceries, electronics, and even the hidden corners of membership perks.

Prepare to have your shopping habits transformed as we unearth the secrets to smart spending!

From the allure of bulk buys to the sting of membership fees, we’ll dissect every aspect of the shopping experience. We’ll build tables, crunch numbers, and explore the subtle art of maximizing your hard-earned dollars. Get ready to discover which store offers the best deals on everyday essentials, electronics, and even those impulse buys we all succumb to. It’s time to equip yourself with the knowledge to make informed decisions and transform your shopping trips from a gamble into a guaranteed win.

Buckle up, bargain hunters; the adventure begins now!

Product Price Comparison: Is Costco Cheaper Than Walmart

Navigating the grocery aisles, whether at Costco or Walmart, can feel like a treasure hunt. Both stores promise savings, but the reality depends on what’s in your cart. Let’s delve into a direct comparison to illuminate where your dollar stretches further, focusing specifically on common grocery staples.

Product Price Comparison: Groceries

To provide a clear picture, let’s examine a price comparison of ten frequently purchased grocery items. The data is presented in a responsive HTML table format for easy viewing and comparison. Remember, prices can fluctuate, so this serves as a snapshot in time, offering a general idea of the cost differences.

Item	Costco Price	Walmart Price	Unit Difference/Notes
Eggs (1 dozen)	$3.99	$4.49
Milk (1 gallon)	$3.29	$3.49
Bread (Loaf)	$2.99	$3.29
Chicken Breast (per lb)	$2.99	$3.49	Packaged in bulk at Costco
Ground Beef (per lb)	$4.99	$5.49	Packaged in bulk at Costco
Apples (3 lb bag)	$4.99	$5.99
Bananas (per lb)	$0.59	$0.69
Cereal (Family Size Box)	$4.99	$5.99
Paper Towels (12 rolls)	$19.99	$21.99
Coffee (Ground, Large Can)	$14.99	$16.99

Bulk Buying Impact: Paper Towels Example

The magic of Costco often lies in its bulk offerings. Let’s examine how this impacts the per-unit cost using paper towels as an example. At Costco, a 12-roll pack might cost $19.99. At Walmart, a similar 12-roll pack could be priced at $21.99.To calculate the per-unit cost:

Costco: $19.99 / 12 rolls = $1.67 per roll (approximately)Walmart: $21.99 / 12 rolls = $1.83 per roll (approximately)

This demonstrates that despite a higher initial outlay, Costco’s bulk purchase provides a lower per-unit cost. However, consider storage space and consumption rate. If you don’t have ample storage or use paper towels sparingly, the savings might be negated by unused product.

Grocery Items Typically Cheaper at Costco

While the specific items and prices can vary, some grocery categories consistently offer better value at Costco.

• Meat and Poultry: Costco frequently offers competitive pricing on bulk meat purchases, including chicken breasts, ground beef, and various cuts of steak. The savings are particularly noticeable when buying larger quantities.
• Dairy Products: Milk, eggs, and cheese are often priced lower at Costco, especially when purchased in larger sizes.
• Pantry Staples: Items like cereal, coffee, and certain snacks often have lower per-unit costs at Costco, although this depends on the specific brand and package size.
• Household Goods: Paper products (paper towels, toilet paper), cleaning supplies, and laundry detergent frequently present significant cost savings due to bulk packaging.
• Frozen Foods: Frozen fruits, vegetables, and pre-made meals often provide excellent value, allowing for convenient meal preparation and reduced food waste.

Product Price Comparison: Is Costco Cheaper Than Walmart

Let’s dive deeper into how Costco and Walmart stack up when it comes to electronics and appliances. We’ll examine specific examples to see where the real savings and added value lie. This will go beyond just the sticker price, considering warranties, return policies, and bundled services. Understanding these factors can significantly impact your overall cost and satisfaction.

Television Price Comparison

Choosing a new television can be a significant investment, so comparing prices between retailers is essential. Let’s look at a hypothetical example, comparing a 65-inch 4K Smart TV from a popular brand like Samsung. Note that specific models and availability can vary.Here’s a comparison table illustrating potential pricing differences, remembering that prices are subject to change and may vary based on location and promotions:

Feature	Costco	Walmart
TV Model (Example)	Samsung 65″ 4K Smart TV (Model: UN65AU8000FXZA)	Samsung 65″ 4K Smart TV (Model: UN65AU8000FXZA)
Price (Estimate)	$599.99 (may vary)	$649.99 (may vary)
Warranty	1 Year Manufacturer + Costco Concierge Services (2 years)	1 Year Manufacturer
Return Policy	90 Days	30 Days
Additional Services	Costco Concierge Services for technical support.	None

This table highlights potential differences. Costco often includes extended warranties through its partnership with SquareTrade, providing additional peace of mind beyond the manufacturer’s warranty. The longer return policy at Costco offers greater flexibility if you’re not completely satisfied.

Refrigerator Price Comparison

Appliances are another area where significant price differences can exist. Let’s consider a popular refrigerator model.Here’s a comparison table illustrating potential pricing differences for a specific refrigerator model:

Feature	Costco	Walmart
Refrigerator Model (Example)	LG 28 cu. ft. French Door Refrigerator (Model: LFXS28968S)	LG 28 cu. ft. French Door Refrigerator (Model: LFXS28968S)
Price (Estimate)	$1,999.99 (may vary)	$2,099.99 (may vary)
Warranty	1 Year Manufacturer + Costco Concierge Services (2 years)	1 Year Manufacturer
Return Policy	90 Days	30 Days
Additional Features	Potentially included services such as installation or haul-away.	None

Again, Costco’s included services, such as extended warranties and potentially installation or haul-away services, can significantly enhance the overall value proposition.

Impact of Extended Warranty and Return Policies

The value of an extended warranty and a more generous return policy should not be underestimated. Let’s consider how these factors affect the overall value proposition, especially for electronics.* Extended Warranty: A broken TV or refrigerator can be a costly repair. An extended warranty, such as the one offered through Costco Concierge Services, can protect you from unexpected repair bills.

For example, if a major component fails after the manufacturer’s warranty expires, the extended warranty could save you hundreds or even thousands of dollars. This offers peace of mind and potentially offsets any initial price difference.* Return Policy: A longer return policy allows you to thoroughly test and evaluate your purchase. If you discover a defect or simply aren’t satisfied with the product, a longer return window provides more flexibility.

This is particularly important for electronics, where performance and features are critical.

Extended warranties and generous return policies translate to greater peace of mind and can significantly impact the long-term value of your purchase.

Membership Fees and Savings

Navigating the retail landscape involves more than just comparing product prices; it also means considering the overall financial commitment, especially when it comes to memberships. Costco, known for its bulk offerings, operates on a membership model, while Walmart offers a more accessible approach. Understanding the intricacies of membership fees, potential savings, and the value-added benefits is crucial for making an informed decision about where your household budget will go the furthest.

Calculate the Annual Membership Cost and Break-Even Point

Costco’s membership structure is straightforward, with two primary tiers: Gold Star and Executive. The Gold Star membership costs $60 annually, while the Executive membership costs $120 per year. The Executive membership offers additional benefits, including a 2% reward on eligible Costco purchases, up to a maximum reward of $1,000 annually. To determine the break-even point, you must consider how much you’d need to spend at Costco to offset the membership fee through savings.For the Gold Star membership, the break-even point is relatively easy to calculate.

You need to save more than $60 annually compared to Walmart prices to justify the membership cost. This can be achieved through a combination of lower prices on bulk items, gas savings, and other benefits.For the Executive membership, the break-even point is a bit more complex. You need to earn at least $60 in rewards (the difference between the Executive and Gold Star membership fees) through your purchases.

This means spending a significant amount at Costco to earn the 2% reward.

To calculate the break-even point for the Executive membership:* Reward Needed: $120 (Executive Membership)$60 (Gold Star Membership) = $60

Eligible Purchases Needed

$60 / 0.02 = $3,000

Therefore, you need to spend at least $3,000 annually at Costco to justify the upgrade to the Executive membership. This is a crucial consideration for potential members.

Explain How Costco’s Membership Benefits Influence the Overall Value

Costco’s membership transcends simple price comparisons. It’s about a holistic value proposition. The benefits extend beyond the price tag, encompassing various perks that enhance the overall shopping experience and potentially lead to greater savings. This is a contrast to Walmart, where the focus is primarily on competitive everyday low prices.Here are some key benefits:

• Gas Discounts: Costco gas stations are often significantly cheaper than those of competitors. This can be a substantial saving for drivers. Imagine a family that fills up their car once a week. If Costco gas is 20 cents cheaper per gallon, and they use 15 gallons each fill-up, they save $3 per fill-up, or $156 annually.
• Travel Deals: Costco Travel offers competitive deals on hotels, flights, cruises, and vacation packages. The savings can be considerable, especially for frequent travelers. A family planning a week-long vacation might save hundreds of dollars or more by booking through Costco Travel.
• Optical and Pharmacy Services: Costco’s optical and pharmacy departments often offer lower prices on glasses, contact lenses, and prescription medications. This is another area where members can realize significant savings.
• Exclusive Products: Costco often carries unique, high-quality products that are not readily available at Walmart. These products may represent better value in terms of quality and longevity, even if the upfront cost is slightly higher.

These benefits contribute to the overall value proposition of a Costco membership, potentially offsetting the annual fee and providing additional savings beyond the everyday prices.

Illustrate the Savings a Typical Family Might Achieve Annually

The actual savings a family experiences at Costco versus Walmart can vary depending on their shopping habits and needs. However, a hypothetical example can illustrate the potential financial benefits. Let’s consider a family of four with moderate shopping needs:

Annual Spending Comparison:

Spending Category	Costco	Walmart	Notes
Groceries	$6,000	$6,500	Bulk purchases of staples, lower per-unit cost.
Gas	$1,500	$1,800	Lower gas prices at Costco.
Household Supplies	$1,000	$1,200	Bulk purchases of paper products, cleaning supplies.
Clothing	$500	$600	Occasional purchases of Kirkland brand clothing.
Other (Electronics, etc.)	$1,000	$1,100	Potential savings on larger purchases.
Total Spending	$10,000	$11,200
Savings at Costco		$1,200

This example demonstrates a potential annual savings of $1,200 for the family by shopping at Costco. Remember to subtract the membership fee to determine the true savings. Even with the $60 Gold Star membership, the family would still save a significant amount. This highlights the importance of considering spending habits and needs when evaluating the value of a Costco membership.

Private Label Brands

The battle of the budget-friendly brands often boils down to a head-to-head comparison of store-brand titans. Costco’s Kirkland Signature and Walmart’s Great Value (and other private labels) represent significant savings opportunities for consumers, but how do they stack up in terms of both price and quality? Let’s dive into this retail showdown and see who emerges victorious in the realm of private-label supremacy.

Kirkland Signature vs. Great Value: A Direct Comparison

The essence of value shopping is finding products that deliver the best bang for your buck. Kirkland Signature has built a reputation for offering high-quality products at competitive prices, often exceeding the expectations set by their brand-name counterparts. Great Value, on the other hand, aims to provide everyday essentials at the lowest possible cost, making it a staple in many households.

Comparing these two involves assessing not only the price tag but also the overall product experience, from taste and durability to ingredient quality and packaging.For example, consider the following scenario: A family is planning a barbecue. They need hamburger patties, buns, condiments, and paper towels. They have the option of shopping at either Costco (if they have a membership) or Walmart.

The price difference and quality between Kirkland Signature and Great Value will significantly influence their purchasing decisions.

Examples of Kirkland Signature’s Value Advantage

Kirkland Signature often shines in specific product categories. Here are a few examples where Kirkland consistently delivers superior value:* Coffee: Kirkland Signature coffee beans are frequently praised for their quality and taste, often comparable to more expensive specialty brands. A bag of Kirkland Signature whole bean coffee offers a substantial quantity at a lower price per pound than many comparable options at Walmart.* Olive Oil: Kirkland Signature extra virgin olive oil is sourced from quality olive groves and provides excellent value, especially when purchased in bulk.

Its price per liter is often significantly lower than comparable brands at Walmart, while maintaining a high standard of quality.* Paper Towels: Kirkland Signature paper towels are known for their absorbency and durability. They often offer more sheets per roll and a higher overall quality compared to Great Value paper towels, making them a better long-term investment.* Batteries: Kirkland Signature alkaline batteries are often a more affordable alternative to name-brand batteries, while maintaining a similar lifespan and performance.

The bulk packaging offers significant savings for consumers who frequently use batteries.* Frozen Fruits and Vegetables: Kirkland Signature frozen fruits and vegetables are typically high-quality, offering a cost-effective way to incorporate healthy foods into your diet.* Clothing: Certain Kirkland Signature clothing items, like t-shirts or socks, often offer a good balance of quality and price, sometimes surpassing the quality of similar items found at Walmart.

Advantages of Costco’s Private Label Brands

Costco’s Kirkland Signature brand presents several advantages that can make it a compelling choice for shoppers. These advantages are more than just about saving money; they reflect a strategic approach to product development and consumer satisfaction.* Higher Quality Standards: Costco often sources its Kirkland Signature products from well-regarded manufacturers, sometimes even the same ones that produce name-brand items. This commitment to quality translates into products that often meet or exceed the standards of their branded counterparts.* Bulk Purchasing Benefits: Many Kirkland Signature products are sold in larger quantities, which translates to a lower cost per unit.

This is especially advantageous for frequently used items like paper towels, toilet paper, and pantry staples.* Strong Return Policy: Costco’s generous return policy applies to Kirkland Signature products, providing customers with peace of mind. If a product doesn’t meet their expectations, they can return it for a full refund, making the risk of trying a new product lower.* Consistent Branding and Packaging: Kirkland Signature products often feature a consistent and recognizable branding and packaging, creating a sense of trust and familiarity among consumers.* Focus on Value: Costco’s business model is centered on providing value to its members.

This focus extends to its private label brands, ensuring that Kirkland Signature products offer a competitive price point without sacrificing quality.

In-Store Experiences and Services

Navigating the retail landscape involves more than just price tags; it’s about the entire in-store experience. This section delves into the contrasting worlds of Costco and Walmart, examining the services they offer and the atmosphere they cultivate. From the practicalities of tire changes to the efficiency of checkout lanes, we’ll dissect the nuances that shape your shopping trip.

In-Store Services Comparison

Both Costco and Walmart offer a variety of in-store services designed to enhance the shopping experience, though the specific offerings and their accessibility differ.

Costco is known for its focused service offerings, primarily catering to needs that align with its bulk-buying model. Walmart, on the other hand, provides a broader range of services, reflecting its role as a one-stop shop.

• Costco: Costco’s services are often seen as high-quality, though potentially less convenient due to the membership requirement.
  • Tire Center: Costco’s tire centers are popular for their competitive pricing and professional installation services. They often offer brand-name tires at attractive prices.
  • Pharmacy: Costco pharmacies provide prescription services, often with lower prices than traditional pharmacies, and also offer a range of over-the-counter medications.
  • Optical Center: Costco’s optical centers offer eye exams, eyeglasses, and contact lenses, typically at prices that are lower than those of standalone optical stores.
  • Hearing Aid Center: In some locations, Costco offers hearing aid services, providing consultations, fittings, and sales of hearing aids.
• Walmart: Walmart’s services are designed for convenience and accessibility, with no membership required.
  • Pharmacy: Walmart pharmacies offer prescription services, vaccinations, and over-the-counter medications, with locations often found inside the stores.
  • Vision Center: Walmart Vision Centers provide eye exams, eyeglasses, and contact lenses, catering to a wide range of budgets.
  • Photo Center: Walmart photo centers offer services like photo printing, passport photos, and custom photo gifts.
  • Financial Services: Walmart provides various financial services, including money transfers, bill payments, and check cashing.
  • Auto Care Center: Walmart’s Auto Care Centers offer services such as tire changes, oil changes, and other vehicle maintenance.

Pros and Cons of the Shopping Experience

The in-store shopping experience at Costco and Walmart presents distinct advantages and disadvantages, impacting the overall customer satisfaction.

Costco’s layout and atmosphere create a unique shopping environment that is either loved or loathed, while Walmart aims for a more utilitarian and accessible approach.

• Costco:
  • Pros:
    • Warehouse Atmosphere: The warehouse-style layout encourages bulk purchases and a sense of discovery.
    • Checkout Efficiency: Costco is known for its efficient checkout processes, especially during peak hours, due to a high number of registers.
    • Customer Service: Costco generally has a reputation for excellent customer service, with a liberal return policy.
    • Free Samples: Free samples offered throughout the store can enhance the shopping experience and encourage impulse purchases.
  • Cons:
    • Membership Requirement: The need for a paid membership can be a barrier to entry for some shoppers.
    • Limited Selection: The product selection is more curated and limited compared to Walmart, focusing on popular items and bulk sizes.
    • Crowded Environment: Costco stores can be extremely crowded, especially on weekends, making the shopping experience less pleasant.
    • Bulk Sizes: The emphasis on bulk sizes may not be suitable for all households, leading to potential food waste or storage issues.
• Walmart:
  • Pros:
    • Accessibility: Walmart stores are widely accessible, with locations in many communities, and no membership is required.
    • Wide Selection: Walmart offers a vast selection of products, from groceries and electronics to clothing and home goods.
    • Competitive Pricing: Walmart is known for its everyday low prices, often making it a budget-friendly option.
    • Convenience: Walmart stores are often open long hours, providing convenience for shoppers with varied schedules.
  • Cons:
    • Checkout Lines: Checkout lines can be long and slow, especially during peak hours, despite efforts to implement self-checkout options.
    • Store Layout: The store layout can be overwhelming, with a vast number of products and aisles.
    • Customer Service: Customer service can vary depending on the location and staffing levels.
    • Shopping Experience: The shopping experience can feel less curated and more utilitarian compared to Costco.

Comparative Illustration: Store Layout and Customer Flow, Is costco cheaper than walmart

To visually understand the differences, imagine a bird’s-eye view of the store layouts and customer flow.

This comparative illustration, while not using images, will provide a descriptive overview of the typical store layouts.

Costco: Imagine a large, rectangular warehouse. The entrance leads directly into a wide central aisle, often displaying seasonal or promotional items. To the right, you see the electronics and appliances, while the left showcases clothing and home goods. Following the main aisle, you encounter the refrigerated and frozen food sections, followed by the meat and produce. At the back, you find the pharmacy, optical, and tire center.

Checkout lanes are clustered near the exit, with a food court nearby. The customer flow generally encourages a linear path through the store, designed to maximize exposure to products and impulse purchases. This layout is characterized by wide aisles and the use of pallet displays.

Walmart: Picture a sprawling, often irregular-shaped store. The entrance typically leads into the general merchandise section, with electronics, clothing, and home goods immediately visible. The grocery section is often located at the far end of the store. A network of aisles, sometimes seemingly endless, guides customers through various product categories. Pharmacy and vision centers are typically located near the entrance or in a designated area.

Checkout lanes are scattered throughout the store, including self-checkout options. The customer flow is less structured, with more freedom to navigate, but can feel less directed and potentially confusing for new shoppers. This layout incorporates a mix of shelf displays and open space.

Hidden Costs and Considerations

Before you declare a winner in the Costco versus Walmart price showdown, let’s peek behind the curtain. There are some sneaky expenses and practical realities that can significantly impact your overall savings. Understanding these hidden costs is crucial to making an informed decision about where your hard-earned dollars go.

Membership Fees and Their Impact

The elephant in the room when discussing Costco is, of course, the membership fee. This upfront cost is a barrier to entry that Walmart, with its no-fee policy, doesn’t have.Consider these points:

• Costco Membership: A Gold Star membership currently runs around $60 per year. Executive memberships, which offer additional perks like a 2% reward on qualified purchases (up to $1,000 annually), cost roughly $120.
• Walmart’s Advantage: Walmart’s everyday low prices and lack of membership fees make it immediately accessible to anyone, regardless of their budget or shopping frequency.
• Recouping the Cost: The key question is whether you can offset the membership fee through savings on your purchases. This depends heavily on your shopping habits. If you shop frequently and buy in bulk, the savings can easily outweigh the fee. However, if you’re an infrequent shopper, the membership fee might eat into any potential savings.

Bulk Buying, Storage, and Waste

Costco’s allure lies in its bulk offerings. However, this strategy can backfire if you’re not careful. Buying in bulk means more product, which can lead to storage challenges and, potentially, food waste.Think about this:

• Storage Space: Do you have ample pantry, refrigerator, and freezer space to accommodate large quantities of groceries? A cramped kitchen could quickly become overwhelmed.
• Perishable Items: Fresh produce, dairy, and meat are particularly susceptible to spoilage. If you can’t consume these items before they expire, you’re essentially throwing money away.
• Non-Perishable Items: Even non-perishable items have a shelf life. Purchasing a year’s supply of something you rarely use might not be the most economical choice.

The Environmental Protection Agency (EPA) estimates that food waste accounts for 30-40% of the U.S. food supply. Minimizing food waste is not only good for your wallet but also for the environment.

Maximizing Savings and Minimizing Waste at Costco

Successfully navigating Costco requires a strategic approach. Here’s how to maximize your savings while minimizing waste:

1. Plan Your Shopping Trips: Before you go, create a detailed shopping list based on your needs and consumption patterns. Stick to the list to avoid impulse purchases.
2. Consider Freezer-Friendly Options: If you buy in bulk, portion out items and freeze them for later use. This is particularly effective for meat, poultry, and baked goods.
3. Share with Friends and Family: Split bulk purchases with friends or family members. This allows you to take advantage of Costco’s low prices without being overwhelmed by excess product.
4. Utilize Costco’s Return Policy: Costco has a generous return policy. If you’re not satisfied with a product, you can return it for a full refund, even if it’s partially used.
5. Pay Attention to Unit Prices: Always compare the unit price (price per ounce, pound, etc.) of items at Costco to those at Walmart or other retailers. This helps you determine if you’re truly getting a better deal.
6. Embrace Leftovers: Get creative with leftovers. Repurpose cooked meats and vegetables into new dishes to avoid food waste.

Return Policies and Customer Satisfaction

Let’s delve into a critical aspect of the shopping experience: the ability to return items and the overall happiness customers feel with their chosen retailer. Both Costco and Walmart have established policies designed to manage returns and foster customer loyalty, but they differ in some key areas. Understanding these differences can significantly impact your shopping decisions.

Return Policy Comparison

The cornerstone of any good shopping experience is the ease with which you can return an item if it doesn’t meet your needs. Let’s examine how Costco and Walmart stack up in this arena, keeping in mind that these policies can change over time.

Costco’s return policy is renowned for its generosity, while Walmart offers a more standard approach.

Here’s a detailed comparison:

Feature	Costco	Walmart
General Return Time Limit	Most items have no time limit for returns, with exceptions.	90 days for most items.
Electronics	90 days for electronics (televisions, major appliances, computers, etc.).	30 days for electronics (varies by product).
Specific Item Exceptions	Certain items, like diamonds (1 carat or larger), have a specific return process requiring original paperwork.	Some items have shorter return windows, like seasonal items.
Membership Requirement	Returns can be made by members. Non-members can sometimes return items purchased by a member.	No membership required.
Customer Service	Known for its helpfulness and willingness to accommodate returns.	Customer service varies by location, but generally accessible.

The most striking difference is the time limit on returns. Costco’s policy, with its largely open-ended timeframe, empowers customers and reduces the pressure of making quick decisions. Walmart’s 90-day window, while still reasonable, adds a degree of urgency.

Customer Satisfaction Levels

Customer satisfaction is a vital metric for any retailer, and several sources provide insights into how shoppers perceive Costco and Walmart. While individual experiences vary, aggregated data offers a broader perspective.

Customer satisfaction data can fluctuate depending on the source and the methodology used. Surveys like the American Customer Satisfaction Index (ACSI) and reviews on sites like Consumer Reports provide valuable insights.

• Costco frequently receives high marks for customer service, product quality, and the overall shopping experience. The perception is often that the membership fee is justified by the value received.
• Walmart, as a mass-market retailer, often faces a wider range of customer opinions. While it is valued for its low prices and convenience, customer satisfaction can sometimes be affected by factors like store cleanliness, checkout speed, and the consistency of customer service across different locations.
• For example, a study by J.D. Power (hypothetical example) might show Costco consistently outperforming Walmart in customer satisfaction, particularly in areas related to perceived value and the ease of the shopping experience. This data, of course, would need to be from a reputable source and regularly updated.

In essence, while both retailers strive to satisfy their customers, Costco’s business model and approach to customer service frequently result in higher overall satisfaction levels. Walmart, focused on affordability and broad accessibility, serves a different segment of the market, and its customer satisfaction ratings reflect this.