Only 43% of Consumers Buy the Brand They “Want Most”

comScore released the results of a study on U.S. consumer buy down behavior in the aftermath of the most recent economic recession.

In a survey conducted annually among 1,000 female shoppers in the household, the percent of respondents choosing to buy the brand they want most (within a select group of common product categories) has declined 11 points since 2008. When the recession began in 2008, 54 percent of shoppers claimed to buy the brand they want most, compared to just 43 percent in 2011.

BuyBrandWantMost

To download a complimentary copy of the report, visit http://www.comscore.com/BuyDown2011.

Buy_down_2011The whitepaper 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:

  • To what degree has buying down impacted the various product categories analyzed? Which product categories have been hit the hardest?
  • What are the different ways consumers can “buy down”?
  • How do consumers who exhibit buy down behavior search for the best price?
  • How can brands combat buy down behavior and position themselves for a rebound once the market recovers?
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Only 43% of Consumers Buy the Brand They “Want Most”
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comScore is a leading internet technology company that measures what people do as they navigate the digital world - and turns that information into insights and actions for our clients to maximize the value of their digital investments.
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