Scoring with Comscore: A Data Driven Approach for Winning Insights on Sports and Fans
Although the U.S. recession may have technically ended in 2009, its lingering effects are still very much being felt by Americans. As high unemployment levels and rising prices endure, consumers have been pressured to spend less and save more, ultimately affecting brand purchasing behavior and market share. A more price-conscious orientation among consumers has resulted in an increase in the “buy down” phenomenon, when consumers buy less expensive (often private label) brands in order to reduce household expenses and save money.
This paper analyzes the progressing trends in buy down behavior within CPG and other product categories since the recession first began in 2008. Key questions to be answered in this report include: