In a Downturn, Protect Pricing without Alienating Customers

Consumers feel pinched and are cutting their discretionary spending. But are they more likely to buy cheaper or fewer products and services? Oliver Wyman’s research suggests that customers tend to reduce the number of products they buy, and are selective in what they choose. For example, a recent Oliver Wyman online survey of more than 500 U.S. adults found that consumers are six times more likely to delay purchase of a new electronic device, such as a notebook computer, color printer, music player, or digital cameras, rather than purchase a cheaper device now.

In a Downturn, Protect Pricing without Alienating Customers


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