Abstract
American consumers are in for some major changes as the first decade of the
new century nears its close and the U.S. economy sways into its most
significant downturn in years, with grim forecasts about the possibility of a
recession adding to their uncertainty and anxiety. Following the subprime
crisis, banks are becoming more selective about extending credit, and the
borrow-and-buy bubble that powered consumer spending since the early 1980s has
finally burst. On top of that, gas and food prices are on the rise. The result
is that consumers are tightening their belts and reevaluating their spending
habits with a renewed emphasis on old school values, which are more about
price and less about the thrill of the bargain hunt.
Consumers may increasingly turn to discounters and the Internet and take other
measures to conserve spendable income during an unpredictable time. On the
other side of the equation, competition in a dwindling retail scene across
multiple markets is changing the ways in which marketers approach their target
audiences. It' s a time of transition in which the highly fragmented population
of value shoppers and the businesses that serve them are both looking for the
clarity and confidence to keep the ball rolling.
Drawing on uniquely cross tabulated Simmons Market Research Bureau survey
data, the all new Packaged Facts report, The American Value Shopper in a Down
Economy, provides a snapshot of today' s value shoppers by segmenting them into
four distinct cohorts and identifies what works and what doesn' t by delving
into their habits, behaviors, attitudes, and motivations.
Report Methodology
The information in The American Value Shopper in a Down Economy is based on
both primary and secondary research. Primary research involved interviews with
experts, public relations and industry analysts in firms that specialize in
value shopper market research. The report features unique analysis based on
the Simmons Market Research Bureau Fall 2007 National Consumer Survey, as well
as findings from BIGresearch' s Consumer Intentions and Actions data, based on
online monthly surveys of over 8,000 adults. Secondary research entailed
gathering information from relevant trade, business and government sources,
including company literature.
How You Will Benefit from this Report
If your company is interested in understanding and reaching the value shopper,
you will find this report invaluable, as it provides a comprehensive package
of information and insight about value shoppers not offered in any other
single source. You will gain a thorough understanding of the current
demographic profile of the value shopper population. Contributing to that
understanding will be a complete analysis of data from published and trade
sources, and in-depth examinations of the economic and societal trends that
influence the consumer behaviors of this attitudinal segment of the
population. Plus, you' ll benefit from extensive data, presented in
easy-to-read and practical charts, tables and graphs.
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