Seth Godin came with the statement that the reason behind the importance of price can be the lack of other values customers could care about.
"Maybe the reason it seems that price is all your customers care about is...
... that you haven't given them anything else to care about."
Yes, of course we would love to buy products with meaning. I shop therefore I am. We define our identities through products we buy. StillÂ we are the hunters who will always be happy and proud to buy something cheaper. We love sales. There is some kind of sport in buying things cheaper than they normally are. I am always amazed seeing long lines to the discount shops or seeing people buying 5 packages of butter, so they can save 1$.
Another question that pops up in my head is about the people whose income is just about average? What about people who are so poor that their salary allows them to survive from 1st to 1st each month? Those people want theÂ products that are affordable. That is what majority cares about. Many people can't simply afford to buy values.
So often people tend to perceive and describe the world through their own lives. I am sure Seth Godin buys products that has some special appeal and deeper meaning. But there are millions people in our world that can afford such a luxury.