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Affluent Or Not, Shoppers Look For National Brand Savings Before Choosing Store Brands

July 24, 2014: 12:00 AM EST
Research from a retail marketing agency finds that higher income shoppers tend to be more doubtful about the value of private label consumer goods. But these more affluent consumers – like their lower income counterparts – regularly compare national brand prices, look for sales and use coupons before turning to store brands. According to The Integer Group, all shoppers carefully consider their savings options before making a final decision about quality over price. As to specifics, lower-income shoppers lean toward private label cereals, cleaning and laundry products, while more affluent shoppers prefer national brand snacks, beverages, and ice cream.
"The Checkout: Private Label Edition", Shopper Culture – Integer, July 24, 2014, © The Integer Group
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