UNDERSTANDING TODAY’S SHOPPER: the Epicurean Miser

Content Summary

Consumers today are inspired to purchase by two seemingly conflicting motivators. First, consumers’ pocket books, still very much affected by the state of the economy over the past few years, continue to inspire conservative purchasing. At the same time, today’s consumers are beginning to feel they’ve pinched pennies long enough. They’re tired of always skimping on indulgences and generally making do with less.

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