July 25, 2003

The Increasing Significance Of Price Over Brand

by Christopher M. Kelley

with Kate Delhagen, Carey Schwaber

Executive Summary (This is a document excerpt)

This is the third brief in our "The Changing Consumer" series. Since 2000, the economy has made consumers more gun-shy when it comes to paying more for brand names. But retailers that want to avoid a price war can lure these more price-conscious consumers with creative loyalty programs and in-store technology.

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