With the constant buzz about how huge discounters like Wal-Mart are crushing the little guys, I’m glad to see a respected source confirm it isn’t necessarily so.

Furniture World Magazine has published highlights of a scholarly survey on the preferences and expectations of people living in three small American communities. The result: More than 50% of the 328 participants shopped with independent retailers several times a week.

The survey is from InformeDesign, a design institute created by the University of Minnesota. It’s a great site on its own, with a huge archive of useful articles for retailers.

Small retailers, the survey says, can be competitive by providing a “transparent shopping experience.” What does that mean? Good merchandising is the key to attracting and retaining customers. Shoppers like stores that:

• Are easy to navigate
• Display products clearly and consistently
• Provide lots of room to search for and examine merchandise
• Are connected to their communities by supporting local events, organizations or schools

Although the survey looked at rural areas, I think the authors got it right on this as well: “Small independent retailers will struggle if they try to compete on the basis of price.” I find this to be true in the big city as well as the outskirts. Price won’t be a factor if, as the survey says, you give customers well-designed stores, unique products and positive shopping experiences.