How Consumers Form Their Impressions of Companies

The quality of a company’s products and services is by far the most important factor for consumers when they form their impressions about a company, finds a recent study by Vanessa DiMauro and Don Bulmer in conjunction with The Society For New Communications Research. While quality is also the top factor that builds consumer loyalty and influences their purchase decisions, price and customer service switch roles depending on the consumer motivation in question. (more…)