Most expensive is not necessarily the best
Everton are not an easy team to support. With tiny transfer fees and derision from the other side of Stanley Park, Everton have still managed some wonderful performances and results in the last few seasons.
Just recently they have knocked Liverpool and Manchester United out of the FA Cup and drawn away to Chelsea in the Premiership. This is not bad considering the relative values; all three opponents probably have one player worth more on the open market than the whole Everton squad.
But this opens up a broader debate. Is cost a true determinant of value and are the stereotypes worthy of challenge?
Take cars; is a Ford better or worse than a similar spec VW costing more? Is a Bentley better than Rolls Royce? Customers make their purchasing decisions on experience, word of mouth, media opinion and cash available. Loyalty is easier and quicker than comparing the market but should you always research the cheaper option.
When it comes to price being the best determinant of value I feel we have to defer. As Marco Pierre White said to his customers at his Yew Tree pub who did not like paying £5 for a pint of beer: ‘Go drink elsewhere. You are paying for the experience, the atmosphere and the venue – not the beer!’
That’s where the logic rests. People spend their money in a way which makes them most comfortable. The older we get the less likely we are to change and brand owners and retailers will exploit that inertia to maximise their profit. The most expensive is not necessarily the best – so shop around and make them work harder.
Everton or Aston Villa or Tottenham will continue to surprise the biggest football teams because they can. Bonmarché, Primark and New Look will take on M&S and BHS because they can. Competition adds interest, risk and change to the order of things and ultimately leads to survival of the fittest – not the most expensive.
Paul Mizon