Rise of the bargain hunter

Consumer // Shoppers 10.12.2012

Tracy Allnut

Head of Commercial Development, TGI Global

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More consumers are looking for bargains and feeling guilty about spending

New insight from Kantar Media's "Global Consumer Perspectives" report suggests that rising numbers of middle-class consumers across the world are on the look-out for savings when shopping while also feeling guilty about spending on non-essentials.

This shift in attitudes towards spending has been most stark among middle-class consumers in Western nations, signalling a prolonged shift in the mindset of this group, relative to their counterparts in markets where economic growth has remained robust.

The report shows how middle-class consumers in the UK are 72% more likely and those in the USA are 28% more likely than those in rapidly growing economies to look for special offers. At the same time, UK consumers are 21% less likely and US consumers are 26% less likely to be willing to pay extra for quality goods - suggesting that consumers in these markets have adopted a bargain hunter mentality.

The boom in daily deals websites such as Groupon and Wowcher has allowed consumers to monitor the latest sales and promotions in order to make their income stretch even further, However, should the middle-classes become entrenched in a bargain hunter mentality; it may take longer to regain pre-crisis purchasing behaviours, even if the economic conditions improve.

To read more from this study of consumers in ten major global markets visit the Kantar Media TGI website.

Source : Kantar Media

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