Consumer attitudes towards brands in times of great price sensitivity. Four case studies

María José Andrade Suárez, Raquel Arribas, José Francisco Valls Giménez

Producció científica: Article en revista no indexadaArticle

9 Cites (Scopus)


This article examines the appeal brands maintain for consumers in light of the new consumption paradigm (pricing for value). As a result of heightened consumer price sensitivity stemming from the low cost phenomenon, a phenomenon which has grown enormously with the outset of the current economic crisis in 2008, a general shift in consumption patterns has occurred, with consumers migrating massively towards the lower price product range. Nevertheless, this shift does not imply that brands have been completely abandoned. On the one hand, consumers have gone from medium (Bbrand) and premium name brands to low cost name brands and, especially, private labels. At the same time, however, there are still significant concentrations of resistant, brand-centered consumers. According to this scenario, the objective of this article is to analyze Spanish consumption patterns to demonstrate the hypothesis that, in the midst of this generalized move towards lower prices, as reflected in numerous studies, consumers still maintain a considerable brand-centered focus albeit shifting towards those same brands' most economical product range. With this aim the authors analyze four concrete case studies on a mass commodity and household brand, a powdered detergent, a beer brand and a textile firm. The methodology used in the first three cases consists of analyzing this shift from medium and premium brands based on a panel of eight thousand homes carried out by Kantar Worldpanel specifically for this study from 2005 to 2009. In the last case study, the authors compare the changes affecting the different product ranges in the textile firm, Diesel, over the last decade, the same period in which the brand expanded throughout Spain. Based on the results, the strong resistance observed among many consumers to abandon their favorite brands is worth noting.
Idioma originalAnglès
Publicació especialitzadaInnovative Marketing
Estat de la publicacióPublicada - 1 d’abr. 2011
Publicat externament


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