Wal-Mart’s still number one, and Costco has a way to go to catch up.

Sixty-four percent (64%) of Americans have at least a somewhat favorable view of Wal-Mart, including 24% who are very favorable toward the merchandising giant. A new Rasmussen Reports national telephone survey shows that 33% view Wal-Mart unfavorably including 15% a very unfavorable view.

These numbers are largely unchanged in surveys going back to 2006.

By comparison, 49% have a favorable view of Wal-Mart’s business rival Costco, including 19% who are very favorable toward the business. Just 16% have an unfavorable opinion of Costco, with seven percent (7%) very unfavorable. In part that’s because 35% of adults aren’t familiar enough with Costco to have an opinion of it.

For investors, however, there’s very little difference between the two. Sixty-two percent (62%) of investors have a favorable view of Wal-Mart, while 59% feel that way about Costco.

Three-out-of-10 Americans (30%) shop at Wal-Mart at least once a week. Twenty-six percent (26%) rarely or never shop at the store.

Just five percent (5%) shop at Costco once a week or more, while 74% rarely or never shop there.

Women are slightly more likely than men to shop at Wal-Mart, while both patronize Costco at roughly the same rate.

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While Wal-Mart is often accused of having a negative impact on small, local stores when it moves into an area, 52% of Americans believe, that Wal-Mart is good for the community. This is down from 63% in November when consumer confidence was low and many planned to do their Christmas shopping at Wal-Mart because of its low prices.

Only 28% now say Wal-Mart is bad for the community.

Similarly, 46% say Costco is good for the community, while 14% say it’s bad, Twenty-three percent (23%) rate it as neither, although 18% are not sure.

Women feel more strongly than men that Wal-Mart is good for the community. Adults ages 50 and older are more supportive of Wal-Mart than younger Americans. Support for Costco is less clearly defined.

The Rasmussen Consumer and Investor Indexes have started the week with a jump.

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