Trying to deliver on what consumers want is often like trying to hit a moving target. Tastes and shopping patterns change almost constantly but one thing that has been consistent is the buying public’s clamor for discounts. But there are signs that even that is beginning to change.

While today’s consumer is cost conscious to be sure, the reality is price isn’t the only—or even the top—concern for many.

When it’s time to choose, a new report reveals that quality often speaks louder than price.