MERCADEO Versión en español
Price-sensitive shoppers are the most profitable for brands
Patricia Molina| 18 de septiembre de 2013
Los sensitive shoppers provienen de todos los grupos sociales
Price-sensitive shoppers have had a somewhat worthless image to marketers, being seen as not very profitable because they lack brand loyalty.But a study by a research-analytics firm shows that those dubbed price-sensitive shoppers are to be found in all social strata, and actually have more brand loyalty than other consumers and often spend more in supermarkets.The VP of client solutions, media and partnerships at Dunnhumby USA, Justin Petty, says that income is no way to identify or segment price-sensitive shoppers. “You will find pockets of high-income households that are still heavy coupon users” he says.In this sense, the study found that this type of users prone to prices are profitable for sellers and also to the marks, as they affect their sales when directed a product to a particular group of people, because these offer also reach those who are willing to pay full price.It is defined that the buyers or sensitive shopppers sensitive are those that use coupons consecutively, that buy items of low prices and those who turn to the section for discounts. “Millennials do use coupons more and look at promotions more, and they make less money” Petty says. Among users of social media, price-sensitive households spent $420 annually on the product under study versus $384 by homes not living on a budget.
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