Consumer research from the NPD Group shows brand trumps price as a purchase motivator for the hand tool category in each of the three major age groups.

As the chart below shows, the 35-to-54 age group emphasized trusted brand more than the older or younger age groups. The 18-to-34 age group was more price conscious than the other groups. And the 55-and-over segment placed a premium on products that "had the features I wanted.