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Well-off buyers like Costco and Amazon.
Morning Consult conducted more than 400,000 interviews to determine the most popular brands in America. As part of this study, it also identified which brands were preferred by consumers with at least a bachelor's degree and an annual income of $ 75,000.
As part of the survey, Morning Consult took into account four factors: brand favorability, trust, community impact and promoter's net score, or the likelihood that a respondent could recommend the brand. . He then badigned a score to the brands, with each company receiving between 1,000 and 56,000 people over the age of 18.
Read more: The favorite brands of Generation Y include technology companies such as Netflix, Google and Amazon – see the top 20
High-income consumers had slightly different preferences from the general survey. Although Amazon is still No. 1 overall, these so-called "consumer elites" were particularly fond of Costco, which offers annual subscriptions starting at $ 60 and does not rank in the top 25. They also had a favorable opinion of AAA, Trader Joe's and Visa, none of which ranked in the top 25.
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