NEW YORK (CNN/Money) - With gas prices at all-time highs, poor gas mileage is increasingly becoming a reason for car shoppers to reject a particular model, according to a new study by J.D. Power and Associates. "Wanted better gas mileage," was the fifth most-cited reason for rejecting a particular vehicle.

Top 10 reasons for rejecting a vehicle   Reason  1.  Total price too high  2.  Total monthly payment too high  3.  Didn't like exterior styling/design  4.  Not available with rebates/incentives like vehicle ultimately purchased  5.  Wanted better gas mileage  6.  Concerned about reliability  7.  Not available with low-interest financing  8.  Didn't like look/design of interior  9.  salespeople/dealer didn't act professionally  10.  Vehicle was too small   Source:  J.D. Power and Associates

In a similar study done by J.D. Power one year ago, gas milage ranked 13th among reasons for rejecting a vehicle.

Price remains the most important factor though, with most buyers ultimately driving home the least expensive car on their list of candidates.

Of the top four reasons for rejecting a vehicle, three dealt with cost including monthly payments that were too high and a lack of sufficient purchase incentives. The third most common reason was "Didn't like exterior styling/design."

Cars most often rejected for poor mileage Cadillac DeVille Chevrolet Monte Carlo Ford Mustang Ford Taurus Mercury Grand Marquis

A heavy emphasis on cost has particularly helped sales of Japanese and Korean makes, said Chris Denove, a partner at J.D. Power.

"Brands such as Hyundai, Kia, Suzki and Mitsubishi are rarely considered exclusively, however, they are able to maintain high closing ratios when they're cross-shopped against other makes," Denove. "Such brands tend to place a greater emphasis on competitive pricing and value, and that is one of the strongest lures in the market."

Trucks most often rejected for poor mileage Jeep Liberty Dodge Durango Hummer H2 Kia Sorento Mercury Mountaineer

Incentives are another factor having a heavy effect on sales decisions. "Not available with rebates/incentives like the vehicle I ultimately purchased" was the fourth-most cited reason for rejecting a particular car. "Not available with special low-interest financing" was seventh.

"Consumers are likely to expect incentives such as low-interest financing for years to come," said Denove.

J.D. Power's 2003 Escaped Shopper Study was based on responses from 32,330 new-vehicle owners and lessees.