Summary
We asked consumers to rate the attributes that they felt were most important for 15 different types of firms. Not surprisingly, low prices and good service topped the list across most of the firms. Having a good reputation, however, shows up as a key attribute for investment firms and life insurers. We also looked at the responses across generations of consumers. Some of our findings: Older consumers are the most likely to care about a bank's reputation, Gen Yers and Gen Xers are the most likely to look for low prices from insurers, and Gen Yers care the least about having retailers nearby.
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