Lowest price versus brand loyalty: share of U.S. Millennials' opinion 2012

Published by Statista Research Department, Jun 1, 2012
This statistic presents the results of an online survey conducted by AlixPartners and Jefferies Companies. US Millennial shoppers were asked on their level of agreement with focussing on lowest price rather than brand names while grocery shopping. Some 41 percent of Generation Y stated to value low prices more than brands.

U.S. Millennials: Share of shoppers who focus on lowest price rather than on brand names 2012*

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Release date

June 2012

Region

United States

Survey time period

May 15 to May 22, 2012

Number of respondents

500 respondents

Age group

18-29 years

Special properties

Millennial shoppers**

Supplementary notes

* The original question ran as follows: Indicate how well the statement describes your shopping behavior: I do not focus on brands, I focus on the lowest price.
** Millennials are aged between 18 and 31 years.

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