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Research: Brand beats price as purchase motivator

Consumer research from the NPD Group shows brand trumps price as a purchase motivator for the hand tool category in each of the three major age groups.

As the chart below shows, the 35-to-54 age group emphasized trusted brand more than the older or younger age groups. The 18-to-34 age group was more price conscious than the other groups. And the 55-and-over segment placed a premium on products that "had the features I wanted.

Purchase motivator 18-34 35-54 55+
It's a brand I trust 38.3% 46.7% 40.8%
Price 33.7 30.0 32.7
On sale/promotion 20.8 18.8 18.7
Had the features 14.8 15.9 25.2
Warranty 10.3 9.0 6.5

source: The NPD Group Inc./Consumer Tracking Service

The study asked consumers to pick multiple purchase motivators, hence the percentages do not add up to 100. 

The NPD Group and Home Channel News will host a free Webinar on hand tool research and trends Feb. 4, at 1 p.m. Click here for more information.


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