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Gen Y Favors Loyalty When Shaping Brand Perception, Study Finds

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30 percent cite price as the primary motivator behind a purchase. Gen Y consumers connect the most to apparel and technology brands, the study found, in addition to companies that predate them like Coke and Adidas. The brands millennials have grown up with—and stuck with—produce quality products and reliable service, and it’s this consistency that inspires trust, the study reported.