SCHAUMBURG, Ill. — A new study of home and personal care shoppers across 22 categories hopes to show marketers how to keep consumers from trading down in their brand purchases, according to the Nielsen Co. here. “As a CPG [consumer packaged goods] marketer, you don’t want to get it wrong in the fleeting nanosecond of purchase decision,” said David Parma, global head of Nielsen Consumer Research. The study identified five shopping modes it called “indifferent auto-pilot,” “blinkered ...

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