Put it to the Test
J. Walker SmithYankelovich MONITOR®
So what is it that we're seeing in consumers as the economic downturn begins to fade into the distance? Is it frugality or is it prioritization?
Well, the parade of pundits proclaiming a new frugality shows no signs of ending. Booz & Company, for example, has now joined in with the release of a new studyon consumer spending called “New Marketing Imperatives.” This research musters the usual survey data said to show the emergence of a new frugality—consumers saying that they are more focused on price, that they...