Our current IHaM analysis shows that subjective price perceptions are already leading to tangible changes in purchasing behaviour. Due to rising retail prices, 3 out of 10 Austrians (aged 18+) are cutting back on shopping, 75% are paying more attention to promotions, 59% are buying cheaper goods and 43% are researching cheaper products on the internet.

"The consumer climate is at rock bottom and the retail sector is in a lose-lose situation. Rising costs for energy and in the preliminary stages are squeezing margins and increases in retail prices are further dampening consumers' already (very) low propensity to buy," says Institute Director Prof. Dr. Christoph Teller.

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