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Fewer Americans Buying the Brands They Want Most

November 7, 2011
  |  5,833 views

The US recession has affected consumers' purchasing behaviors across various product categories, leading them to increasingly "buy down," or purchase less expensive brands in order to save money, according to new report by comScore.

Technology is enabling such price-seeking behaviors with the Internet cited as the most popular channel for comparison shopping among every generation except seniors.

Below, additional findings The Effects of the Recession on Brand Loyalty and "Buy Down" Behavior: 2011 Update, based on a survey of 1,000 female consumers, conducted by comScore.

Female consumers, who are estimated to influence from 60% to 85% of household purchasing decisions, have become more price-conscious: The percentage women surveyed who buy the brand they want most has fallen to 43% as of July 2011, down 11 percentage points from 54% in 2008:


The Buy-Down Effect: Shopping Sales and Converting To Less Expensive Brands

The drop in likelihood to shop for the brand wanted most is attributable to two factors: 1) Buying a comparable brand when on sale; and 2) Converting to less expensive brands.


One in five shoppers (19%) converted to less expensive, generally private label, brands to save money in 2011, up from 14% in 2008.

Across market segments, over-the-counter (OTC) products posted the largest net shift for both types of buy downs, up 7% for buying on sale and up 10% for buying less expensive brands.



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