Trade Up, Trade Down

Treasure Hunt
Inside the Mind of the New Consumer

by Michael J. Silverstein
The main point the author tries to make is that consumers are either trading up or trading down. More and more, consumers are learning to trade down (saving money on generic yet good-quality products) while still willing to spend money in a few big ticket (trade-up) items. Products stuck in the middle tier are slowly being passed over.

For example, TV sets are either $300 flat screen or $3000 flat-panel. You really don’t see people buying anything in the middle.


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