We tend to forget something here. Lets be honest, most people can not evaluate the quality of a product, whether is is performance related or features or whatever, so the way that a customer can be sure about it is 2 things, whether it is right or wrong is irrelevant, Price and Brand. If you want to buy a car, reading through the specs is another language to most people, however if you say BMW or Mercedes, then people immediately think quality, the fact that there are other brands with similar specs is totally irrelevant, the customer knows, that if I have a problem, I can go back to the orginal brand company, and they will sort my problem out. For this benefit, they are prepared to pay a lot more.
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