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Study finds Web IT buyers place more emphasis on brand than price

Published on .

Jericho, N.Y.--Buyers of information technology products over the Internet place a higher value on the manufacturer's brand image than on price, according to "The Impact of Brand Names on Internet Purchasing," a study released this week by Reality Research & Consulting, a unit of Miller Freeman's CMP Media. The study also found that non-Internet buyers tended to place more emphasis on price than brand names. The study was based on interviews with 1,225 business buyers of computer products and was conducted between September 1999 and January 2000.
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