Choices... what is important

When customers have the choice between several products or services, how do they decide?  Do customers always choose the cheapest, fastest, most direct approaches?  Or do they expect to pay for quality.  There is a saying "you get what you pay for"...  This saying exists for a reason.  Often, corporations race to offer the lowest possible prices... but what about the quality?  Isn't that important?  At Core Languages, we race to provide the highest quality possible.