Many companies produce similar products aimed at the same market segment for customers with similar needs. Apart from aesthetics, price point is what customers usually base their decision on. Even though high end brands are very expensive however, they still sell well. Many consumers are not aware of every product and price on the market. Also the pulling power of the brands means that many of the consumers are prepared to pay a price for what they perceive as a must have. Even so, manufacturers still try to make their products different from the competition to ensure they have successful market share. Different price levels may then be set which are often based on the value that the customers put on special features or qualities.
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