The conclusions sound pretty accurate to me, though I don't know why they needed a study to figure this stuff out. In this context, the actual definition of "quality" is not important. It's the concept of "quality" being important, that is important. Essentially, the Millenials are just more evolved consumers. Congratulations, dudes.
Yeah exactly. That's why I was wondering which assumptions they contradict. Thought the results were the assumptions.
I mentioned quality because it's a loaded term. There's a value judgment built into the word. Was the previous generation not willing to pay more for "quality"? I bet if surveyed they'd say they would. So what does it mean that 81% of people surveyed say they'll pay more for it? And like you said, it's about the perception of quality. But in reality the term is kinda nebulous to the average consumer. It's something a lot of people talk about but when cornered they can't always articulate what it means. That result doesn't really tell me much.