https://www.mckinseyquarterly.com/Retail_Consumer_Goods/Strategy_Analysis/How_the_recession_has_changed_US_consumer_behavior_2477?gp=1
How the recession has changed US consumer behavior
Companies waiting for a return to normality following the recession may bedisappointed. Their customers have tried cheaper products—and actually like them.
DECEMBER 2009 • Betsy Bohlen, Steve Carlotti, and Liz Mihas