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Purchasing Behavior Impacted By Discounting, Study Finds

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By: TOM BRANNA

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Exclusive research from Imogen Matthews Associates confirms more consumers are waiting for discounts before they purchase beauty products. The findings detailed in this year’s Premium Market Report 2014 show that the percentage of women who say they will only buy when there’s a discount has increased from around a fifth in 2013 to over a quarter in 2014. “There’s no doubt that discounting helped stimulate growth in the beauty sector during the recession,” said IMA’s managing director, Imogen Ma...

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