However, in 1990, consumer tastes began to change, they were put to the worse value for money. The cause of this is thought to be because of consumer incomes decline or stagnate. Consumers started shopping more carefully and choose products based on the value and quality rather than relying solely on price. Supermarkets do not capture the shift in consumer tastes increase quality leanings confronted with lower sales. This is because they were familiar with the strategy of selling at bargain prices too common during the bubble economy.
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