Migração de valor

O desemprego, a incerteza quanto ao futuro, a desconfiança face aos políticos, o aumento dos impostos...

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Qual a reacção da massa de consumidores?

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A revista strategy+business vem recordar a migração de valor em curso, vem-nos ajudar a recuar e a perspectivar o conjunto. Para perceber a nova frugalidade, a migração de valor em curso.

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"A new frugality, characterized by a strong value consciousness that dictates trade-offs in price, brand, and convenience, has become the dominant mind-set among consumers in the United States — and probably in other wealthy countries as well. Two-thirds of American shoppers are cutting coupons more frequently, buying low price over convenience, and emphasizing saving over spending. Per capita consumption expenditure has declined across demographic groups. Consumer sentiment remains weak. These trends are not going to change, no matter the pace of economic change."

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"In short, the Great Recession has forced consumers to shift their behaviors, and many of these new behaviors will stay in place. As consumers persist in more frugal behaviors — such as trading down to private labels and buying packaged foods rather than eating out — companies that rely on pre-recession strategies and tactics will find themselves struggling against strong headwinds.
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Given the fundamental shifts in consumer behavior, consumer marketers and retailers — across categories as varied as food and beverage, home improvement, consumer electronics, and apparel — should be changing their product assortments, pricing strategies, advertising, and promotions. Companies that do this well will find the winds far more favorable, and they will prosper first and most in the new value-driven marketing environment."

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Trechos destacados de: "The New Consumer Frugality"