Wal-Mart's identity is misunderstood for reasons that many people are unaware of. This misperception successfully masks the retailer's true identity. These reasons include deceptive advertising, false claims, distorted employment, transitioning away from targeting blue-collar customers by incorporating high-end inventory, having the majority of inventory produced in China, and manipulating customers. The world's largest retailer is experiencing its worst sales ever period. Many people today say that Wal-Mart has simply lost sight of the main goal, making money. In an effort to attract more upscale shoppers, the retailer has effectively turned its back on its blue-collar customers. Apparently, Wal-Mart doesn't care and is attempting to deceive regular and everyday customers by incorporating more upscale and expensive items into the store's inventory (Duke 426). Wal-Mart's everyday customers do not want price inflation to occur. due to the infamous “rollback” scheme. At first glance, Wal-Mart's "rollback" pricing scheme seems appealing, however, while the strategy has attracted some shoppers with lower prices on select items, it has been combined with increased prices on many other goods. This is severely aggravating to all customers who have embraced Wal-Mart for its "everyday" low prices on all merchandise. This is a great example of how this huge retailer gets its customers to shop at Wal-Mart (Lake, Mermin and Wiefek 10). The following is an interesting quote from Scott Edwards, a former Wal-Mart executive. This quote is significant because a former vice president of the huge store openly admitted to raising prices and alienating the blue-collar customer. "This whole rollback thing has spread like a cancer, and it's... middle of paper..." ....from our country and pouring into the Chinese economy (Hicks 24-27). In conclusion, Wal-Mart's identity is definitely corrupt and everyone should think twice and analyze the truth behind the retail giant before drawing conclusions about its identity. When Americans understand the store's true identity, perhaps Wal-Mart will have even fewer sales than it does today. It's obvious that the retail giant is not what it seems Talk of the Day: 425-27. Web. February 29, 2011. Hicks, Michael J. “What is the Local Wal-Mart Effect?” (2006): 23-31 Web, Ken. “Living Wage Policies and Wal-Mart.” Feature articles: 6-10 Web. "Rebranding Wal-Mart." Social policy: 9-12. Network. February 29. 2011.