Price more important than brand during economic uncertainty

A poll conducted by RightNow and Loudhouse Research indicates that 79% of online users will use price to drive the purchase decision during economic uncertainty, and 72% revealed that price and good online user experience would be the second highest influencing factor on where to buy a product.

Brand pedigree, product uniqueness or reputation were listed as the three least influential factors, which counter recent drives in the travel industry to improve brand reputation through quality of service offline where companies are increasingly shifting products via the web.

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