From the consultants at McKinsey:
Our research suggests, for instance, that ice cream shoppers in grocery stores look at the brand first, flavor second, and price last. Organizing supermarket aisles according to way consumers prefer to buy specific products makes customers both happier and less likely to base their purchase decisions on price—allowing retailers to sell higher-priced, higher-margin products. (This explains why aisles are rarely organized by price.) For thermostats, by contrast, people generally start with price, then function, and finally brand. The merchandise layout should therefore be quite different.
In some ways it’s strange (though not surprising) that ice cream manufacturers have been able to brand their products better than thermostat manufacturers. They’re both basically selling commodity goods. Or will Ben and Jerry’s fans vehemently disagree? Is high-end ice cream really that innovative a product?