| Types of Dollar Stretching Exercises Employed March & April, 2008 |
||||||
|---|---|---|---|---|---|---|
| TOTAL | Read Ads | Use Coupons | Buy Store Brands |
Switch to Lower Priced Brand |
Stock Up at Warehouse Stores | |
| 977 100% |
554 100% |
567 100% |
485 100% |
402 100% |
309 100% |
|
| USING MULTIPLE WAYS TO SAVE |
||||||
| Read Ads | 57% | 100% | 75% | 68% | 65% | 74% |
| Use Coupons | 58 | 77 | 100 | 66 | 64 | 75 |
| Buy Store Brands | 50 | 60 | 57 | 100 | 67 | 66 |
| Switch to Lower Priced Brands | 42 | 47 | 45 | 55 | 100 | 48 |
| Stock Up at Warehouse Stores | 32 | 41 | 41 | 42 | 37 | 100 |
| Mean Number of Exercises Used | 2.37 | 3.25 | 3.18 | 3.32 | 3.33 | 3.62 |
|
FINANCIAL STATUS |
||||||
| Consumer Affordability Index ( CAI) | 85 | 80 | 83 | 81 | 75 | 77 |
| Consumer Spending Index | 76 | 68 | 67 | 62 | 51 | 64 |
| Income Class (defined by per capita income) | ||||||
| Upper | 7% | 6% | 5% | 6% | 4% | 7% |
| Middle | 33 | 34 | 34 | 34 | 30 | 41 |
| Working | 30 | 32 | 32 | 33 | 33 | 29 |
| Poverty | 13 | 15 | 13 | 15 | 20 | 11 |
| Percent Owning Stock | 42 | 42 | 41 | 41 | 36 | 46 |
| Ratio Buyers to Sellers if stock Prices Drop 10% | 1.8 | 1.2 | 1.6 | 1.3 | 0.9 | 1.1 |
| Affluence Index | 80 | 76 | 78 | 76 | 64 | 77 |
| Annual Family Income | $50.4 | $46.1 | $46.8 | $46.4 | $43.3 | $54.2 |
| DEMOGRAPHIC CHARACTERISTICS | ||||||
| College Graduate | 34% | 32% | 34% | 32% | 28% | 40% |
| Gender | ||||||
| Male | 46% | 41% | 40% | 45% | 47% | 48% |
| Female | 54 | 59 | 60 | 55 | 53 | 52 |
| Age | ||||||
| Under 35 | 17% | 15% | 18% | 16% | 20% | 15% |
| 35-49 | 22 | 20 | 21 | 24 | 25 | 25 |
| 50-64 | 29 | 32 | 20 | 32 | 30 | 35 |
| 65+ | 27 | 28 | 26 | 25 | 20 | 22 |
| Ethnicity | ||||||
| Hispanic | 13% | 11% | 10% | 10% | 15% | 11% |
| Black | 12% | 13 | 15 | 11 | 14 | 15 |
| White | 69% | 71 | 70 | 74 | 65 | 70 |
| Other | 6% | 5 | 5 | 5 | 6 | 4 |