How consumers choose which company to buy from

As part of Qualtrics XM Institute’s 2023 Global Consumer Study, we asked 28,600 consumers if they had a choice of companies to buy from, which two options they would choose of five: one that (1) offers very good products/services, (2) offers very good customer support, (3) offers low prices, (4) does good things for society, or (5) has an easy-to-use website/mobile app.