The lower propensity of consumers to spend, linked to the crisis, can open up opportunities for the variety of competition: the consumer is less tied to the usual trusted product and looks for alternative products; the consumer, while spending less, becomes more attentive. Producers and sales networks will have to field new ideas. Marketing aims to assist executives who must be able to vary the offer without falling into the trap of reducing margins. The consumer tendency to seek alternative products and services opens up new horizons to competition and the reversal of market shares.
Romano Pisciotti
