Summary
We asked consumers what they felt was most important when doing business with a number of different types of firms. Our analysis looked at their responses about three sectors (financial services, insurance, and retail) across five generations of consumers (Gen Y, Gen X, Younger Boomers, Older Boomers, and Seniors). The bottom line: Young consumers really care about low prices, and older consumers really care about good service and the firm's reputation.
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