MIAMI — Shoppers won't take kindly to price inflation, but their level of displeasure will remain constant whether the increase is 5% or 15%, according to a SymphonyIRI Group poll of 1,000 Americans.
Because higher prices are expected to negatively impact sales volume, marketers need to decide which categories can most effectively shoulder the burden.
"Using shopper-centric microsegmentation, you can determine which brands and products should have pricing stay the same, increase or decrease," said Romesh Wadhwani, chairman of SymphonyIRI Group, at its annual summit here Tuesday.
