When it comes to buying products, price wins
The Ipsos Consumer Tracker asks Americans questions about culture, the economy and the forces that shape our lives. Here's one thing we learned this week.
Why we asked: Last year at this time, we asked a round-robin set of questions about how we buy things. Do we choose price, quality, or a brand’s values? We know there’s a long-standing trend toward preferring brands that align with our values. But when push comes to shove, is that a nice-to-have or a must-have?
What we found: Price beats brand values. So does quality. And quality beats price.
Most (57%) also say that they don’t really care about brands, they just buy stuff they need. However, we know that’s oversimplified: We know it varies a lot based on product categories, for instance, and we that if two products have roughly the same price, all of the other factors will tip the scales. But still good to keep in mind.
More insights from this wave of the Ipsos Consumer Tracker:
When it comes to buying products, price wins
Our food habits haven’t changed since 2023
Privacy is important to Americans. Here's the data they're worried about.
The Ipsos Vibe Check: Here's how worried Americans are about the government this week
The Ipsos Care-o-Meter: What does America know about vs. what does America care about
