Comments on: Understanding Consumer Recession Psychology http://onetooneglobal.com/otocorporate-posts/2009/04/02/understanding-consumer-recssion-psycology/ Wed, 29 May 2013 11:09:00 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Yael Davidowitz-Neu http://onetooneglobal.com/otocorporate-posts/2009/04/02/understanding-consumer-recssion-psycology/#comment-50 Yael Davidowitz-Neu Wed, 10 Jun 2009 01:48:47 +0000 http://www.onetooneinteractive.com/?p=3706#comment-50 I was very impressed as well. This line of thinking really opens up new opportunities for companies to target new consumer groups and create new product lines as consumers trade down. Starbucks is doing a great job of this with its 'Via' branded instant coffee aimed at reaching a consumer group who may no longer be buying in their stores. There is likely more of an opportunity for marketers to reach the 'Comfortably Well Off' segment with less costly products that wouldn't have attracted them previously. While I've seen marketers capitalizing on consumers' decisions to 'trade down', I've yet to see this done very effectively with this segment.... I was very impressed as well. This line of thinking really opens up new opportunities for companies to target new consumer groups and create new product lines as consumers trade down.

Starbucks is doing a great job of this with its ‘Via’ branded instant coffee aimed at reaching a consumer group who may no longer be buying in their stores.

There is likely more of an opportunity for marketers to reach the ‘Comfortably Well Off’ segment with less costly products that wouldn’t have attracted them previously. While I’ve seen marketers capitalizing on consumers’ decisions to ‘trade down’, I’ve yet to see this done very effectively with this segment….

]]> By: Bella Katz http://onetooneglobal.com/otocorporate-posts/2009/04/02/understanding-consumer-recssion-psycology/#comment-49 Bella Katz Tue, 07 Apr 2009 04:33:29 +0000 http://www.onetooneinteractive.com/?p=3706#comment-49 Jeremi, I agree with you highlighting this segmentation part of the HBR article. I read this several days ago and took the above segments as a really key point for marketers to take on board. I've since been doing more reading into this whole area of consumer recession psychology, which is how I came across your blog. It's easy to stick to the same old demographic groupings of customers, but I agree with the article in that the next few years and perhaps even decade, will see a whole new set of priorities in people's lives. They may be subtle, but they'll change the way people spend for sure. Bella Katz Jeremi, I agree with you highlighting this segmentation part of the HBR article. I read this several days ago and took the above segments as a really key point for marketers to take on board. I’ve since been doing more reading into this whole area of consumer recession psychology, which is how I came across your blog. It’s easy to stick to the same old demographic groupings of customers, but I agree with the article in that the next few years and perhaps even decade, will see a whole new set of priorities in people’s lives. They may be subtle, but they’ll change the way people spend for sure.
Bella Katz

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