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Last year, wealthy consumers-adults from households with income of $100,000 or more-spent more time shopping in discount stores than more upscale emporiums. And their purchasing decisions had much more to do with the pursuit of quality than anything else-

including advertising.

Where wealthy consumers shopped during the past year:

Discount store or outlet81%

Department store such as J.C. Penney73%

Catalog, mail order or telephone73%

Specialty department store such as Saks 64%

Wholesale clubs55%


Designer store such as Chanel33%

Home Shopping Network8%

Percent of wealthy consumers saying these attributes were important in their buying decision:

Is durable95%

Offers good value for the money94%

Is something consumer used before83%

Best brand available80%

Sold at store consumer trusts77%

Was recommended76%

Made by well-known maker66%

Has intelligent advertising message48%

Latest version available47%

Recommended in book/magazine45%

Is luxurious36%

Is inexpensive35%

Prestigious brand name35%

Has advertising that appeals to consumer 34%

Is exclusive24%

Source: Roper Starch Worldwide study commissioned by Town & Country magazine

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