Marketing of value - the origin
In the 90's the baby boomers reached the peak of their earnings, in addition to the number of families with dual incomes continued to rise (husband and wife working). So many consumers continued to demand quality products and better services - and could afford them.
However the high costs and high expectations of the 1980s gave way to recession in the early 1990s that was marked as the "decade of the consumer with little money." Along with the increase in income growth came from the financial burden - payment of debts incurred during the period of spending, increased spending on family and home, saving for the payment of the kids' college and retirement.
These consumers in financial difficulty regained sobriety, drew back and adjusted the financial framework for change. They spent more cautiously and sought higher value products and services they buy. During this period the marketing value has become the motto of many marketers.
During the beginning of this decade despite periods of growth with the bubble, consumers continued to spend cautiously, and the trend toward marketing value remains.
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