B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Aging

23%

23% -- share of purchase decisions changing on 10pct price variance for B2B software purchases (2024)

Name: Share Of Purchase Decisions Changing On 10pct Price Variance Statistics
Creator: Lighthouse Intelligence
Published: 2026-10-01

2024 · n=2,847 · Gartner

Only 23% of B2B software purchase decisions change based on a 10% price variance.

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Attribution: Gartner View source

Lighthouse Research Team

Last verified: 2026-10-01 · How we verify data →

Source verified Evidence graded

Value

23%

Unit

Percentage

Data Vintage

2024

Entity

B2B software purchases

Sample Size

2,847

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Gartner Primary Tier C

https://arisegtm.com/blog/persona-intelligence-behavioural-validation-guide ↗

Confidence: 48/100 Vintage: 2024 Channel: Common Crawl

Source Article

Persona Intelligence: The Behavioral Validation Revolution

Original Research

Gartner · Original study ↗

Methodology

Gartner study of 2,847 B2B software purchases across 15 categories

Methodology documented

Segmentation

Industrymarketing

Cite this stat

Plain Text

B2B software purchases: 23% share of purchase decisions changing on 10pct price variance. Source: Gartner (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gartner-price-variance-behavioral-impact-2024

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<blockquote cite="https://lighthousedata.io/data/gartner-price-variance-behavioral-impact-2024" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>23%</strong> -- share of purchase decisions changing on 10pct price variance for B2B software purchases<br><small>Source: Gartner (2024) · <a href="https://lighthousedata.io/data/gartner-price-variance-behavioral-impact-2024" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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