Our newsletterVendor reportDeloitte Consumer Industry Center, 23 Jun 2025
Price explains 60% to 90% of perceived value; the rest comes from other factors
Buyer behaviour
60%–90%
of consumers’ value perception was explained by price perception across multiple subsectors in Deloitte’s regression analysis
- Reader Note:
- Deloitte ran regressions on HundredX data (February 2025 with the trailing three months, 932,663 responses across 290+ brands), comparing how much consumers see price and value as reasons to buy. The share of value explained by price is 0.87 for grocery, 0.77 for restaurants, 0.71 for apparel, 0.63 for automotive and 0.60 for hotels. The figure describes differences between brands, not how any one shopper decides. The respondents chose the brands they rated, so the sample is self-selected.
- Evidence:
- Observed behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Mixed samples: main analysis uses 932,663 HundredX consumer responses across 290 brands over three years to February 2025; plus about 5 million credit card transactions, 43,560 TrustID survey respondents, 9,000 US ConsumerSignals survey respondents, and 300+ earnings calls and annual reports.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Comparing yourself against a similar segment, and choosing what to test next.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This was measured in one market. It may not hold where you are.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
- Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
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