And then, how big are the differences of quality between products within a certain category? What is the difference between a BMW and a Mercedes in terms of performance and functionality? Which new TV set is the best one to buy? It’s not without a reason that the market for product reviews and comparisons is booming. Differences in quality are not easy to spot.
Just recently I was in a rush to find a new trolley. I checked out a few stores that offered the usual suspects of Samsonite, Delsey, and the likes. The more I looked the harder the choice became. How should I decide? Should I take the Samsonite just to be safe that it will last? But then, my old Delsey had lasted for years. Finally, I found one on discount. It looked nice and solid, offering at least Delsey-like quality, so I thought. It did not show the original price for some reason. But the discounted price seemed more than fair. So I thought. Probably a discount of 20-30%. Not a bad deal. Only after the purchase did I learn about the price tag. It turned out the discount had been 70%. The manufacturer was actually a sub-brand of Tumi and a Formula 1 sponsor. Of course, knowing this I am starting to like the trolley even more. But I bought it without without realising that I bought the spirit of the Formula 1. It doesn’t make me travel faster, but the functionality is not all that the price tag reflects. Oh, and yes, the handle broke after only a year.
Let’s assume for a second that we take away all brand labels. Can we still tell the quality differences between offerings? We will be able to spot the difference between a Ferrari and a Vauxhall, but can we tell the difference between a Volkswagen and an Audi? Between a Samsonite and a Delsey? Between GAP and Banana Republic? The race is getting tight.
And even if we can tell the quality difference, do we need this extra premium quality? Or does the Samsonite, Delsey or Wenger type quality fulfill our needs? How does the handmade clockwork mechanism of a Rolex improve our ability to tell the time? Would folks still buy it if it was packed inside the case of a much cheaper Swatch?
But then what are our criteria for making purchase decisions? In how many situations is it still quality? Or is it the brand or something else? Let’s face it, if we are looking to purchase a trolley, a car or a tv, then we take quality for granted.