Dealbreakers – Swedes’ everyday purchase decisions & considerations
In this study, we investigate how the Swedish people prioritize in their everyday lives. Through 2,000 interviews, we have highlighted various dimensions of what a consumer might consider to be negative, such as: lower quality, a product with increased emissions, higher price or come from an unknown brand. The purpose is to learn how people prioritize certain attributes over others, and to know what is considered negative enough that it’s perceived as a dealbreaker.
