Brand Influence on Purchase Decisions Increases With Income Level

56% of consumers say price is the primary influencer of their purchase decision, making it a far more influential driver than quality (17%), brand (17%), store (7%), or loyalty program (3%), according to survey results from parago’s 3rd annual Shopper Behavior Study. But the importance of price declines as income levels increase, with brand and quality becoming more influential factors. Indeed, among those with incomes of more than $200,000, a plurality 38% say that brand is their primary purchase driver, followed by quality (28%) and then price (17%). (more…)