TY  - BOOK
AU  - Silverstein,Michael J.
AU  - Butman,John
TI  - Treasure hunt: inside the mind of the new global consumer 
SN  - 1591841232
AV  - HF5415.32 .S557 2006
U1  - 658.8/342 22
PY  - 2006///
CY  - New York
PB  - Portfolio
KW  - Consumer behavior
KW  - Middle class
N1  - Includes index
N2  - Today's consumer is on a continuous treasure hunt with the goal of finding the perfect value, every time. As a follow-up to Trading Up (2003), these authors explore the phenomenon of how average consumers make everyday thrifty buying decisions while mixing in lots of upscale purchases. Costco parking lots across the country are filled with BMWs as middle-market consumers search for bargains where they can, all the while indulging in emotionally rich, expensive goods. With more choices of where and how to buy goods, shopping has become a 24/7 activity as consumers cruise eBay, discount houses, dollar stores, and premium outlet malls. The companies that have always provided goods for middle America--General Motors, Kraft, United Airlines, Kroger, and other traditional stores are struggling and, in some cases, failing. Citing numerous case studies, Silverstein and his coauthor lay out in detail what companies must do today to appeal to the "treasure hunt" and examine this paradigm with not only anecdotal evidence but also a considerable amount of data that you would expect from a veteran from the Boston Consulting Group
UR  - http://www.loc.gov/catdir/enhancements/fy0720/2006043548-b.html
UR  - http://www.loc.gov/catdir/enhancements/fy0720/2006043548-d.html
ER  -