what do you look for in a thing before purchasing it?

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so many people they buy branded things(especially garments) only and they talk about it very proudly they will buy things which would look eccentric on them or wont suit them but they dont want to hear such things as the branded and expensive things are always good without any question they say.what do you think about this? I have seen branded things having quality same as unbranded ones except double price!As for me i would buy the things that have good quality and suite me regardless of price and brand.I hate to believe blindly that branded,costly things are always good..due to such mentality they just attach a tag of high price or a tag of their brand with some low quality thing they bought in much less amount themselves and try to sell it out to inexperienced ,brand lover customers at quite unreasonable price.