4AM Saatchi & Saatchi White Rabbit together with Prensalibre.com carried out a study in the Guatemalan market, with the intention of understanding the reasons for the change in consumer behavior in the last two years, in a context of economic slowdown.

See "Where are the consumers who spend the most?”

Juan Bernárdez, researcher at 4AM Saatchi & Saatchi White Rabbit explained to Prensalibre.com that "... This is when brands must generate desires. When the pocket is adjusted, the game becomes interesting, because the consumer has a new logic, and can no longer spend just because they wanted to, is more rational in the purchase and the brand must understand how it acts now."

The article adds that "... there are three possible scenarios for brands: One that become or remain irreplaceable, second that bets on generating a rational and simple value to give more value for the money that the consumer is paying or becomes the cheapest product on the market."

Also see "Changes in Consumer Behavior"

One of the conclusions of the study is that if brands do not generate a product with a different size or presentation, where the consumer perceives it saves money, they will face failure.

Source: prensalibre.com

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