Male consumers are likely to cut back on alcohol consumption in order to fund Back to School purchases, according to research from Carat.
The latest Carat Pulse bulletin found that 43% of male consumers said they would 'drink less alcohol' in order to have more money to spend on Back to School items, with 35% saying they would 'purchase more generic brands', and 33% saying they would 'go to the cinema less often'.
By contrast, 37% of female consumers said they would fund Back to School purchases by 'purchasing more generic brands', 36% planned to 'go to the hairdresser less often', and 34% said they would 'take money out of savings'.
On average, 32% of parents use savings to fund Back to School costs, the study found.
The study also found that in-store advertising was deemed the most effective means to advertise Back to School purchases, with 11% of parents saying they 'like in-store Back to School ads a lot', with 20% saying they 'quite like them', more than other advertising channels.
© 2014 - Checkout Magazine by Stephen Wynne-Jones
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