Quality More Important to Consumers than Price as Influence of Discounts on Purchase Decisions Declines

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Quality vs. Price

Quality is becoming more important than price to most consumers, as 53 percent rate quality as the most important factor when making purchases compared to price (38 percent). Consumer expectations for discounts are falling as an increasing proportion of consumers surveyed said department store discounts had no influence on expectations for discounts across other categories including vehicles, smartphones, furniture, home appliances and home electronics.

As the pendulum swings away from discounts, retailers have an opportunity to capture greater sales through quality products in every category, from apparel to furniture and appliances.

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