you get what you pay for

Price is a representation of value. 

For a lot of people, price is a cost. Yet, they do not see the real value of the product/service. The heater in winter has real value. It has health, safety, and well-being (not to mention survival) benefits that you can enjoy for the duration of the product's life. It has to be of excellent quality, reliability, and guaranteed safety. It has to satisfy the customer's basic needs and more. 

For a lesser price, these satisfiers might be compromised, or you end of paying for more or suffer from the lack of its benefits. This equation, sadly, is lacking in most of the buying public. 

A Benz or a Bentley customer is not coming to the store for the price. It is coming because of the perceived strong value of the product. They want what it represents so as the new model of Apple smartphone or MacBook. 

Zero investment is zero accountability. Cheap investment is cheap accountability.
Price filters off shysters, jokers, and pretenders. For small businesses, it can safeguard your time from pandering to those who want more for less. 

Make no mistake and stop blaming false marketing for what you end up with.

You get what you pay for. 
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