of course quality does have a place in one's decision making process, but if there is a choice between buying from store A and store B of a similar product or same product, price differential will in most cases prevail, and this is a scenario I am referring to when I talk about brand loyalty (perhaps I should have said store loyalty).
not many, especially those consumers on lower income, can resist buying something for a lower price. I am talking about products of known similar quality.
