American consumers have been profoundly altered by the recession in a way that will have a lasting effect on how they shop and buy.

While age, gender, income and other critical factors continue to shape the way consumers respond to marketing, the lens through which they view marketing offers has changed.

Steadfast Frugalists make up about one-fifth of American consumers across all income and age groups.

The vast majority of Steadfast Frugalists are committed to self-restraint, are the least brand loyal and expect their new shopping behaviors to stay with them for a long time.

Many consider themselves tightwads, according to Decitica.

Involuntary Penny-Pinchers have been forced to embrace thrifty shopping methods, but unlike the Steadfast Frugalists, they're less likely to restrict themselves to buying store brands or generic labels.

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