The survey also found that the majority of adults (68 percent) said they will search until they find the product they are looking for at the right price. Opinions varied by region with those from the South indicating that they will search until they find the product they are looking for at the right price (77%), while Midwesterners indicated that they will buy what is on sale (25%).

And, no surprise here, men and women had different opinions. More women (71 percent), as opposed to men (65 percent), are willing to search until they find the product they are looking for at the right price. Interestingly, 35-44 year-old men are more willing than women to sacrifice certain features and/or eco-efficiency to spend less (24% vs. 21% respectively).

This survey was conducted online within the United States by Harris Interactive on behalf of Whirlpool Corporation from November 20-24, 2009 among 2,089 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.