Can we afford to buy cheap?

In any downturn, brand managers are tempted to reduce prices.
Often the sales department asks for discounts, rebates, etc.

But is that what consumers are looking for?
As a friend said: “We are too poor to buy cheap.”
Consumers now concentrate on real value.

The cheap jeans for $15, that lasts one season only, looses against value brand jeans for $40, that you will wear for five years.

For brand managers that means, communicate value. And resist the urge or push for orice reductions. You will not recover the loss through higher volume during a recession.