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So when they walk into a store with like 50 other headphones that are cheaper, they choose to walk out with them because they are over priced? Many stores have dropped audiophile headphones because it doesn't appeal to the general taste. I personal hate on apple, but i hate to say it they do many things right even though they are very over priced. Many people make many false claims on here about them, many. For example yes they are expensive, but the resale value for them is not like 50% less after the first month of purchasing them, i learnt this the hard way. I'm not saying they sound unbelievable by any means. I'm just saying people just start to hate them just because they think they are audiophiles and some people make some ridiculous claims.
No, when people walk into a store with headphones that are cheaper, they choose to walk out with them because:
1) Monster pays untold millions of dollars to make sure that when they walk in, they are looking for Beats. It's called PR and marketing, and Monster is very good at it. They aren't so good at designing headphones.
2) The people that walk out with Beats aren't auditioning headphones, they're buying what's popular in their peer group.
3) The people who buy beats have no experience in evaluating headphones. I haven't seen marketing studies, but I'd be willing to bet a substantial amount of dough that the vast majority of Beats buyers have never spent any time with headphone that cost more than $50.
4) Like their cable kiosks, Monster provides a demo booth that's designed to flatter their headphones, not to honestly evaluate the offerings of different manufacturers.
Many stores have dropped audiophile headphones because the mfgrs. don't spend the millions on marketing; instead, they spend it on R&D. Also, the markup on Beats is higher and shelf-space in a retail store is a precious commodity.
I recently bought a top of the line digital camera. I HAD to buy it online simply because it wasn't a fast enough mover, backed up by enough marketing, so the local camera shops couldn't afford to stock it. Does that mean the cameras they had on their shelves were better? Quite the contrary. Those cameras were faster movers, with higher markups, backed up by more advertising.
Beats are popular for the same reason McDonalds is popular, except McDonalds is a better value for the money so this is not an airtight analogy. But essentially, it comes down to marketing, marketing and more marketing. You can increase sales by value, marketing or some combination of the two. The combination chosen by Monster is heavy on marketing and low on value. But popularity is no indicator of quality and if anyone tries to argue that McDonalds makes the best quality hamburger in the world, especially McDonalds, expect more than a few gourmets to disagree. When they do, it won't be because McDonalds is more popular.