Does the Price REALLY matter so much to your customer?

The most common myth is that high price keeps customers away from your product. It is compellingly logical, and so backed up by economists that most consider it as an absolute truth. And the sales people are almost blind believers in this' "only if we could lower our price, we could sell a ton of our stuff."
 
Really? If the price really mattered so much; how come …

1. You are not wearing the cheapest shirt, trouser, shoes you could find?
2. Everyone is not buying generic drugs ?
3. People are watching more cable and satellite channels and not doordarshan ?
4. People are paying for the front seats in a stadium ?
5. People are buying BOSE audio?
6. Nano car is having difficulty in selling
7. Cafe Coffee Days still sells a lot of coffee?

It isn't the price… it's your ability to demonstrate your worth / value to your prospects.

If you do not understand your customer, or if you do not know how to create value for your customers, or if you do not know how to differentiate yourself from your competitors - in short, if you are bankrupt of marketing ideas - and if have no ideas who is your customer and how she buys your product - then yes - price is the only way you can sell!