Joe Raedle / Getty Images Affluent shoppers love Costco.
- Costco and Amazon continue to be loved by affluent consumers.
- Morning Consult conducted more than 400,000 survey interviews to determine the most loved brands in America.
- 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 most loved brands in America. 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.
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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