A survey of 2645 consumers by DDB Needham Worldwide of Chicago for public relations agency Porter/Novelli showed that how a company handles a crisis when at fault is one of the top influences in consumer buying decisions, with 73% claiming it is an influence. Quality of product was the number one influence, with 96% of consumers stating that quality influences their buying decisions. How a company handles complaints was number two, with 85% of consumers reporting it as an influence in their buying decisions. Suppose a random sample of 1,100 consumers is taken and each is asked which of these three factors influence their buying decisions.