Affordability tops the list of factors that go into deciding which HDTV to buy among online shoppers, according to a new survey conducted for a report on consumer behavior.

The study, “Consumer Behavior Report,” from PriceGrabber.com is based on a survey of 2200 online shoppers and their HDTV shopping behavior and preferences.

When purchasing high-ticket items like an HDTV, 60 percent of PriceGrabber.com shoppers named affordability as the most important factor in the decision-making process. Of the participants surveyed who do not currently own an HDTV, 58 percent said high cost was the main reason they had not made a purchase.

Twenty-four percent of respondents listed brand reputation as another factor involved in their decision, while only 16 percent said that screen size was a determining feature.

The survey found a drop in price is the leading factor influencing a consumer to purchase an HDTV. As HDTV prices continue to decline, 62 percent of potential buyers said they would be more inclined to buy.

Twenty-one percent of respondents selected picture and audio quality as a reason to buy and 13 percent selected the continuous shift from SD to HD programming as additional motivators.

To read the entire report, visit: mr.pricegrabber.com.