Shoppers are looking for value in the recession, and they most commonly cite Walmart (14%) as a store that 
provides value, according to M/A/R/C Research. Among food products, Kraft (6%), Kellogg’s (5%), and Campbell’s are the brands that consumers most often associate with value.
The recession has also affected shoppers’ behavior. Those who are “spenders” (defined as those who are shopping more in the past few months) are more likely than “savers” (defined as those who are shopping less) to enjoy exploring stores, to use shopping as a way to relax, and to say brands are very important to them. Savers are more likely than spenders to focus on coupons and to prepare shopping lists. [Retail/Service Sector, Consumer Spending & Attitudes]
Source: “Spenders Are Having Fun Again In The Store And Online,” The Checkout, January 2010, M/A/R/C Research, Merrill Dubrow, President, 1660 N. Westridge Cir., Irving, TX 75038; 972-983-0416; merrill.dubrow@marcresearch.com; www.marcresearch.com. Price: Call for information.
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