Opinion: Partners&'s Phil Barton on why focusing on price is harming the industry

Phil Barton

An often asked question when purchasing a product is: “Is price the only criteria?”

The downsides of getting a purchase wrong can be so catastrophic that other more qualitative criteria come to the fore. If price were the only relevant measure then we would all drive the cheapest car, live in the least expensive house, and wear non-branded clothes.

So, why is it that buyers who are generally able to make balanced decisions and assess that qualitative data simply go for the cheapest insurance

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