Source: The Integer Group / M/A/R/C Research [download page]
Notes: Roughly one-third of Millennials (<30) surveyed agree that they get information from friends and family about store brands before trying them, compared to 23% of Gen Xers (30-50), 14% of Boomers (51-69) and 10% of respondents aged 70 and older. Millennials were also the most likely to agree that they ask sales associates which brand offers the best quality for the price.
Related: Word-of-Mouth A Bigger Purchase Influence For Millennials Than Boomers, Who Rely More on Ads
About the Data: Based on a survey of 1,236 consumers conducted in February, 2014.
