September 24, 2009
How Has The Recession Changed European Consumers' Attitudes Toward Brands?
with Christine Spivey Overby, Jean-Yves Lugo
Executive Summary (This is a document excerpt)
Europeans are more pessimistic than North Americans about the evolution of their national economies. And they are feeling restrained personally too — 40% find themselves worse off than last year. But marketing leaders must resist the temptation to chase after these downtrodden consumers with short-term fixes like price reductions and promotions. Instead, they should focus on the other 60% of consumers who believe their situations will stay the same or improve. Marketing leaders should shore up their strategies and make their brands more valuable to these valuable consumers.
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recommendations
| Forrester analyzed data on European online adults in the European Technographics® Benchmark Survey, Q2 2009. Related Research Documents
June 11, 2009
June 17, 2008
August 8, 2007 |
European Consumers Are Feeling Constrained And Price Conscious 
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Original air date: Tuesday, September 15, 2009
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