THE PRICE-FIRST CONSUMER €
One shelf. Three very different reasons to buy.
In a recentsurvey on brand values and purchasing identified three consumer perspectives. Here’s the first.
For the price-first consumer, the deciding question is simple: is it worth the money?
A brand’s social or political stance comes second to affordability. If the price is right, they’ll buy, even from a brand whose views they don’t share.
What it means for brands: purpose-led messaging alone won’t win this consumer. Value for money comes first.
But shoppers may also focus on something quite different.
Next: the consumer who buys with the heart.
Source: Pulse Market Research Insights Report: “The Building Blocks of Brand Reputation and Trust – The Local Perspective 2025”
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