http://blog.zenoss.com/2013/01/the-price-tag-question-converged-infrastructure-learning-curve-part-6/

It is a common conception that companies view price as the main determinant of consumer choice; however, Tibor Shanto, the principal at Renbor Sales Solutions Inc. begs to differ. In the article he states that companies such as Starbucks are a great representation of the true value behind a product; specifically the quality, customer service, and consistency. Consumer’s have a tendency to overlook price, or even justify paying a higher price for a higher quality good or service. Although it is no surprise that consumers would be more inclined to purchase that same good for a lower price, the comparative higher value consumers place on the good allows companies to sell products at higher prices than it’s competitors while still maintaining their customer base. Customers value dependability, innovation, and expertise equally, if not more than the ticket price of a good or service. At times, companies may lose sight of their value propositions, and merely focus on and giving their consumer’s a low price; however, this tactic oftentimes results in a compromise in quality and may hurt the company in the long run. If businesses focus more on the value that they are providing to their customers, they can maximize profits while optimizing the consumer experience.