Consumer's typologies evolution again the price sensivity 2009- 2013

From the origins of the low cost era in the early millennium, price has adopted a superior role in consumer purchase decisions. This has occurred not only in the expansionary periods but also in recessions. This paper shows that in the period 2009-2013 price sensitivity increases on horseback from the economic recession. So the segment of buyers seeking value remains; rational buyers and those seeking for cheaper brands increases; and hybrid buyers decays. All this triggers the explosion of low cost brands, bringing the attributes between manufacturer and distributors brands closer, enhancing permanent promotions, and boosting discount channels, among other elements of the new scenario.