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Price-sensitive shoppers have long been pariahs of marketing, seen as cash-strapped deal seekers who are unprofitable because they switch brands relentlessly.
But research from a marketing-analytics firm finds price-sensitive shoppers come from all income and demographic groups, are often more brand loyal than others and spend more in supermarkets on average than shoppers less focused on price.
The research disputes conventional wisdom that loyalty programs should shun the biggest deal....
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