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No two recessions are alike, so you're in poorly charted waters every time. How should you market in this downturn? Resegment consumers according to their emotional responses to the recession: Slam-on-the-brakes consumers feel hardest hit and reduce all spending. Pained-but-patients economize, but less aggressively. Comfortably well-offs keep buying, but more selectively. Live-for-today's carry on as usual, though delaying major purchases. Also identify how members within each segment categorize purchases: Essentials are necessary for survival, treats are justifiable indulgences, Postponables are desired items that can be bought later and expendables are unjustifiable.
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