Price sensitive consumers can be loyal, high spending shoppers, and active brand advocates, according to new research from customer science company dunnhumby. A consumer’s sensitivity to price greatly influences his or her response to advertising tactics and the channel of delivery.
According to dunnhumby’s report, “Using Advertising to Engage the Price Sensitive Consumer,” price sensitivity does not equate to brand promiscuity. For example, the report indicates that social brand advocates and CRM program members....