Shopping During a Recession

In this current economic climate many people are changing their shopping habits. Whether that means shopping at several retail stores to get the best price, cutting coupons, or even altering the products that they buy. And some shoppers who almost always just bought on impulse are now making lists and not deterring from those.

Major brands are even getting in on the change in shopping habits, and adjusting their marketing plans to reach their target market.

A recent article in BRANDWEEK titled Kraft Plays Up 'Fun' in New Jell-O Campaign talks about some marketing shifts that Kraft has currently implemented to reach the growing number of consumers who are shopping on a budget and are forgoing a dinner out for a dinner cooked at home.

Kraft had typically focused it’s marketing on refrigerated and pre-packaged gelatin products, but has just launched a new campaign that touts the fun side of a box of Jell-O. They are even branching out in their other product lines, focusing more on iconic and value-based products to help weather the economic climate.

And who hasn’t seen a commercial or print ad about a money-back promise if you lose your job, or aren’t getting the return promised. These offers now range from automakers like Saturn to Hewlett-Packard’s print services.

But does this shift in marketing message affect your product purchases? Are you more inclined to try/buy an item because they make a money-back or option-out promise?