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In the face of mounting global economic and social pressures, consumers across the globe are slowly tightening their belts. According to the latest Nielsen Global Consumer Confidence Survey, global consumer confidence has fallen from 97 to 94 in the last six months.
The current millenium has heralded the emergence of discounters across Europe and the recognition of a new force in developed retailing. Over the last few years the growth of this format has taken many retailers and manufacturers by surprise and triggered a clear need for response strategies to capitalise on the growth trend.
If marketers are in the business of making a connection between their brands and their potential consumers, then they could be wasting promotional dollars if they fail to correctly read the 'body language' of the market.
