29 respondents are Female
12 respondents are Male
Ages of respondents ranged from 20 to 50+, with the majority being young adults in their 20's
34 respondents are Students
1 respondent is a Scientist
1 respondent is a Headteacher
1 respondent is a Teacher
1 respondent is a Merchandiser
1 respondent is a Musician/Music Teacher
1 respondent is Self-Employed
1 respondent works Freelance
90% of respondents shop at Aldi
10% of respondents do not shop at Aldi
The majority of respondents who did shop at Aldi used the shop semi-regularly, between once a week and once a month
Of those who did not use Aldi, the majority of respondents did not shop there because it was too far away from where they lived, and so used other supermarkets for convenience
When asked what their perceptions were of Aldi as a brand, the majority of respondents said that it was cheap, budget and reliable, with others also saying that the brand felt accessible and fresh
When asked what their perceptions of the new Aldi rebrand (2017), answers were mixed - most felt that it was modern and corporate, but also that it was tacky. 20% of respondents felt the logo was badly designed, and it was clearly indicated that 30% of respondents felt that it accurately represented their perceptions of a cheap and budget brand.
When analysing these results it is clear that although Aldi is not necessarily the preferred choice out of all of the supermarkets available, it provides cheap and fresh food to students, young professionals and families looking to shop on a budget. To the general public the logo and branding represents an off-brand but reliable company, and is successful for advertising to that specific target audience. However when the current logo is analysed from a design perspective there are many inaccuracies which need to be improved. The branding as a whole across the Aldi Süd company currently represents certain qualities that may be appealing to the target audience, such as cheap and off-brand, but could actually cause damage to Aldi's reputation and create disadvantages for the company compared to the other leading supermarkets.