Trаder Jоe's runs the fоllоwing brаnd trаcking study and receives the following results: 500 respondents 400 aware 100 have shopped 80 claimed it was the store they shopped most often Among those shopped, the following questions were asked on an agree/disagree (Likert) scale with 5 being strongly agree, 4 agree, etc. Attribute 5 (strongly agree) 4 (agree) 3 or below "Is a sustainable brand" 90 5 5 "Is a brand that offers healthy food" 80 15 5 "Is a brand for me" 85 10 5 "Has every brand I need" 20 40 40 Note, in markets where Trader Joe's is located, the brand garners a 5 share of total shopper volume.