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Brands More Influential than Price in Spurring Purchases: Study
Nearly half of food and beverage category shoppers and almost 60 percent of health/beauty and household goods category shoppers buy their favored brand even when a cheaper alternative is available, with many shoppers using coupons and price promotions to justify the more expensive purchase, according to initial findings of a shopper marketing study from the Grocery Manufacturers Association (GMA), global management consulting firm Booz & Co., and online consumer community SheSpeaks.