New Urban Science and Harris Poll survey finds price now outweighs brand loyalty as buyers search one to three months before making a purchase. On the Dash:Car buyers now spend one to three months cross-shopping brands, dealers and marketplaces before buying. Price now outweighs brand loyalty, with 31% of buyers prioritizing value over brand name. Car shoppers are taking longer to buy and crossing more brands, dealers and marketplaces before they commit, according to a new Urban Science Harris Poll study. It found the purchase journey now stretches one to three months as buyers cross-shop more widely than in past years.