Consumer trade down

“I’m a smart shopper.”
They are skillfull shoppers, taking advantage of every weapon and channel at their disposal: sales, coupons, everyday-low-price retailers, hard discounters and the web

"There’s no material difference.” “
They believe the difference in price of a few pennies, even a few dollars, does not always translate into genuine technical, functional or emotional differences. Why pay more?

“My Mom taught me.”
Many trading-down consumers, especially women, were taught frugality at their mother’s knee. They believe in being thrifty as a moral value

“I can go without.”
They do not believe in excessive consumption, and will prioritize purchases and buy certain items only when everything else has been paid for.

(daisy, taken from: Boston Consulting Group: TreasureHunt, by. Silverstein,M. J. (2005))