Understanding the forces which open and close the customer wallet means understanding the customer – intimately across a totality of factors which shape patterns of behavior. Why and how consumers spend is becoming more complex as is the interrelationship between income, spending, saving and borrowing.
Let’s look at a few examples:
Regardless of income and demographics, all consumers present contradictions between their rhetoric and their actions. For example, consumers in KPMG’s study stressed the importance of budgeting but then show a willingness to forgo savings in favor of convenience or self improvement.