Joe Raedle / Getty Images Affluent shoppers love Costco.
- $4 and $4 continue to be loved by affluent consumers.
- Morning Consult conducted more than 400,000 survey interviews to determine the $4
- It also determined the preferences of consumers who have at least a bachelor's degree and $75,000 in annual income.
Affluent shoppers love Costco and Amazon.
Morning Consult conducted more than 400,000 survey interviews to determine the $4. As part of that study, it also found out which brands were favored by consumers who have at least a bachelor's degree and $75,000 in annual income.
In conducting the survey, Morning Consult considered four factors: brand favorability, trust, community impact, and net promoter score, or how likely a respondent would be to recommend the brand. It then assigned a score to the brands, with each company receiving ratings from between 1,000 and 56,000 people over the age of 18.
Read more: $4
The high-income consumers had slightly different preferences from those in the general survey. While Amazon was still No. 1 overall, these so-called "consumer elites" were especially fond of Costco, which offers annual memberships starting at $60 and didn't rank in the top 25 overall. They also had a favorable view of AAA, Trader Joe's, and Visa, none of which made it into the top 25.
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