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Saturday, October 3, 2009
Reaching Consumers in this Economy
Linda Cox with the Hartman Group presented the findings of a recent study of consumer buying habits during this recession. One conclusion is that consumers are driven to cut back based on a moral obligation, not a need to save money. This phenomenon was part of the "theatrics of thrift," Cox said.
While consumers are still driven to look fo bargains, they're not enamored with buying in bulk. They're looking at waste, and preferring instead to buy packages that won't result in throwing away too much.
But shoppers do want to feel like they're saving money, so coupons are a good way to attract buyers, Cox said. Coupon sales on the Internet have become common on auction sites like eBay. The most effective promotion, the Hartman Group found, was a coupon tied to a sale-priced item. That generated the most at-shelf interest, Cox said.
Another tool produce marketers can use is sampling. With shoppers concerned about waste, they don't want to buy produce that is under- or over ripe, or buy something they or their family won't like. Having samples in the store or offering free packages can help consumers make a purchase, Cox said.
posted by Great American Publishing
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10:44 AM
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