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  • Consumer Behavior is Changing

    "It is critical to advertise in the current economic climate, to maintain long-term positive consumer perception of your brand... advertising... assures consumers of a business' reliability... "

    C. Lee Smith, president and CEO of Ad-ology Research

    Consumers' changed shopping behavior and their perceptions of economic conditions are maintaining overall high coupon use and increasing regularity of coupon use, up 17 share points since 2007

    Percent of all consumers in NCH consumer surveys reported CPG coupon usage

    Coupon Use

    Source: NCH Marketing Services, Inc., Coupon Facts Report, 2012
    Projections based upon NCH measurements and proprietary modeling of market activity


    How are consumers spending their savings?
    Practical wins out over splurging

    The money you saving using coupons is now primarily spent on (check on all that apply):
     Spending Coupon Savings

    Source: RedPlum Purse String Survey, 2011.
    Base: Adults 18+, 23,344 respondents


    Planning a shopping list with coupons before a store visit is up significantly as a result of consumers' changed shopping behavior and the perception of economic conditions

                                                      Percent of all consumers
      Shopping List Use

    Source: NCH Marketing Services, Inc., Coupon Facts Report, 2012
    Projections based upon NCH measurements and proprietary modeling of market activity

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