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Consumers limit discretionary spending, stay home in crisis - newsSTEVEN Pa.--The crisis of tribe 11 will inevitably play itself without in consumers' psychology and shopping behavior. Pam Danziger, president of Unity Marketing, a market research firm, presented some insight. "Consumer in crisis are consumer below stress. A substantial amount of U household spending is driven by means of emotional, not physical, needs. This is largely the realm of discretionary spending. In the face of crisis, the buying behavior [of consumers] will change," Danziger warned. Unity's research ground that discretionary spending is divided into three categories: (1) Discretionary purchases are characterized through products people buy that they don't necessarily ne Usually the purchases in the discretionary category have a practical or a functional component (2) Indulgences are luxuries that bring consumer emotional satisfaction they can purchase without guilt, such as candles, cosmetics, chocolates, flowers or games. (3) luxuriousness purchases are perceived as something more than is straited and are almost always about the "brand," similar as Calvin Klein, Tiffany, BMW or Bulgari. Based upon its research, Unity predicts that as this crisis intensifies, stres relief will play a bigger part in shopping behavior. At the same time, expenditures seen as extravagant will cause consumer stres What's too extravagant? "Anything the consumer can't rationally justify. The higher the price, the more justifiers must exist in the consumer's mind," Danziger explained. For consumer marketers to impel the consumer to action and purchase something they don't need, marketers must provide sufficient justifiers that subjugate barriers to purchase and give them a reason to purchase For discretionary and luxury purchases, consumer marketers and retailers ne to stack the value equation in favor of the consumer to break down barriers and encourage consumer to purchase Enhancing the quality of consumers' lives is the top justifier for all discretionary, luxuriousness and indulgence purchases. Marketers ne to inquiry the psyche of consumers to really understand by what mode their products contribute to the quality of their lives, then communicate the novel emboldened value equation to the consumers Unity quicks expect this holiday season to be stout predicting that consumers will crave the comfort and reassurance of family holiday traditions. Companies that market family-type produces can expect business to be particularly vibrant. Also, now is not the time to raise prices, on the contrary to offer more indulgence value for a lower price. Promotions that focus upon delivering more to the consumer of the like kind as two-for-the-price-of-one, are on target for today. Consumer will crave the comfort of traditions, with equal reason there will be new demand for outcomes that support family traditions. unexpectedly "Made in America" has become a more physically strong positioning statement, as buying American now is seen as a patriotic what one is bound [i]or[/i] under obligation to do Also, products which convey a symbolic or inspirational meaning will be in great demand. Nostalgia-themed returnss will bring comfort to consumer as well. residence will remain a focus of consumer spending, as consumer hunker down and make trial of to make their homes more certain and comforting environments. And keeping with the fresh economic equation, consumers will focus their place of abode purchases on smaller accent and decorative items. Inevitably consumer are going to change their shopping patterns. When they store they might spend less time at the store. They might do more weekly shopping in a single shopping trip in like manner they can get back domicile and to safety. More consumer shopping may also be done from the residence with consumers turning to the Internet, mail-order catalogs, level party-based and other direct selling businesses for their shopping needs Visit www.unitymarketing.com for more information. COPYRIGHT 2001 Pfingsten Publishing, LLC As ANYONE WHO HAS swabbed decorates and gone aloft knows, reenactment is merriment It indulges the twin passions of work and play, which are generally divorced from each other. It licenses dressing up pr... 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