While price is the major reason US consumers choose the TV that they buy, iSuppli indicated that pricing was more important for richer consumers that for their poorer cousins. When it came to TV purchases, price was the main reason cited by 59.6% of buyers with incomes less than $25,000 in the fourth quarter of 2007, while consumers with incomes ranging from $100,000-149,000 placed an even greater emphasis on price, with 63.1% citing price as the main reason.

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