Study: Brands more influential than price

Times may be tough, but that isn't stopping shoppers from buying the brands they prefer. That's the finding of a new study by the Grocery Manufacturers Association, called "Shopper Marketing 3.0."

The report finds that almost half of food and beverage shoppers and 60 percent of health/beauty/household shoppers will buy their preferred brand, even if a cheaper alternative is available.

"This research shows us that even in a recession, more often than not, shoppers are making purchase decisions based on factors other than price," said Brian Lynch, director of sales and sales promotion for Washington-based GMA, in an interview with Progressive Grocer. "This key finding reinforces the notion that there is significant opportunity to influence shopper behavior by having the right messages in place along the entire path to purchase."