There is an optimization of the qualityprice ratio

But that is to the consumer The issue now haunts the business and marketing directions. Because the crisis exacerbate an evolution of the behaviour that was already in train to place the questions on the purchasing power of having prepared the ground. "People feel tired to choose to spend without being certain that this is worth the effort." Danielle Rapoport, psychosociologue and Director of CID (Danielle Rapoport Council) observed "They seek to consume better, tend to think twice before you buy".

TNS Sofres was already for a year the implementation of attitudes of restriction. Today, the phenomenon is accelerating. With a feeling for 62 of the French that errands the succession of the corvée, according to the new study advertising and society carried out by the Agency Australia. And maps redistribution occurs between the locations of supply, the hard-discount recruiting new customers. Price comparison systematizes and transfers are made in procurement. "There is descents in range, as, for example, fruit yoghurt replaced with a flavoured version", notes Dominique Lévy, Associate Director and Director of strategic planning TNS Sofres. The new behaviors are dictated by the need but also, for a portion of the population, in anticipation of problems.

Research of "good plans".

Before the linear supermarket customers not in finish more to rationalize their actions. "They are most critical to the segmentation of the offer, simplify their application," said Sophie Bertin, co-founder of the Institute Innovacorp. All, in the background, diligent research of "good plans" and the feeling that the price is very objective value.

Is also not a coincidence if the first items that the French do not reduce are, by far, subscriptions to the Internet, mobile telephony and pay television, according to the study MegaSnapshots of OMG. Beyond the evolution of the modes of life, these services are, indeed, packages giving the public the sense of control over its consumption, even if in the end, they are expensive. Next are the food and fuel. While output and clothing are displayed as the most sacrificed.

The time is permanent arbitrations. If many of the French do not hesitate to drag in their carriage of products first prizes or signed by distributors, they often continue to buy marks for their children, or even for their animals. A way to preserve those loved ones. And for their own consumption, those who closely monitor their budgets continue to hold some claws. For breakfast, not question, for example, to renounce the Nutella or Kellogg's cereals.

Each has its own compromise. "Redistribution of priorities is strong, with a focus on basic needs." But it keeps of luxuries. "Thus, if I am not going to the restaurant, I buy me a sophisticated cooked dish", observes Jolanta Bak, founder of the innovation consultancy agency and brand management insight.

Efforts require in return for rewards. "There is an optimization of the quality-price ratio." 50 euros saved on its supermarket trolley are reinvested in fun products. New choices appear: it opts for output to four rather than for the purchase of the latest model of handbag; "you stay home for the holidays but it is an afternoon at the spa," adds Pascale Bush, Director of the prospective agency Trend Sourcing.

The consumerist model consumerism, individualism are beginning to lose steam. The "bling-bling" trend may therefore quickly come to an end of reign. "The refusal of the waste, the generosity become key," said Jolanta Bak. The focus is more on the collective. "Many French have bounce behaviors that push towards more altruism, to barter or the sharing of products", note Danielle Rapoport. The crisis thus led to the strengthening of the ties of proximity.

Recreate confidence

The rise of these attitudes means marks a readjustment of their speech. "Become experts in consumption, individuals need to feel that it respects." "And they are ready to hear more collective messages," warns Vincent Leclabart, President of Australia. In a time of concern, to avoid to be heckled, better is worth putting cards on the table. "It will take play transparency, to focus on the pedagogy of the offer, to speak of the quality-price ratio," warns Marco Tinelli, President and founder of full six. "You recreate confidence, without"surpromesse"to make or respond to false needs." "Brands that work best are those who have a strong anchor in the product," said Sophie Bertin.

Segregating the public sense that consumption is full of pitfalls can pass by providing tools to compare, the left option to exchange a product, but also by the multiplication of opportunities data experience. "The mark must play a role of coach to the consumer to show his partner status and appear as aid, rather than like that grows at all costs to purchase," advises Valérie Accary, President of the Agency BBDO Paris. Relational programs and other loyalty cards will have to continue to renew their proposals. And companies have every interest to adjust very quickly to the new situation. "Suggests that, once the crisis passed, adopted behaviours are not reversible", judge Dominique Lévy. Players which position best will be those who will not only to cut marketing budgets. But to benefit from the period to renew the link with the consumer.