Esta Grande Recessão em curso provocou uma formidável migração de valor.
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Os consumidores, perante o receio do futuro, perante o desemprego, perante o abaixamento dos seus rendimentos, perante o aumento da poupança, testaram mais marcas brancas, experimentaram mais produtos baratos. Quais poderão ser as consequências?
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A The McKinsey Quarterly no artigo "How the recession has changed US consumer behavior" procura dar resposta, ou dar subsídios para a resposta:
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"Companies waiting for a return to normality following the recession may be disappointed. Their customers have tried cheaper products—and actually like them."
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Alguns números para quantificar o desafio:
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"New McKinsey research found that, in any given category, an average of 18 percent of consumer-packaged-goods consumers bought lower-priced brands in the past two years.
Of the consumers who switched to cheaper products, 46 percent said they performed better than expected, and the large majority of these consumers said the performance of such products was much better than expected. As a result, 34 percent of the switchers said they no longer preferred higher-priced products, and an additional 41 percent said that while they preferred the premium brand, it “was not worth the money.”"
Of the consumers who switched to cheaper products, 46 percent said they performed better than expected, and the large majority of these consumers said the performance of such products was much better than expected. As a result, 34 percent of the switchers said they no longer preferred higher-priced products, and an additional 41 percent said that while they preferred the premium brand, it “was not worth the money.”"
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Para as marcas "caras" que tenham ficado a saborear os rendimentos à sombra da bananeira, e que tenham deixado que o valor dos seus produtos sofresse uma erosão, como vão dar a volta?
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