When it comes to shopper spending behaviors, price is a key motivator. Quality is a big consideration as well, and as new products enter certain sectors, consumers are facing a wider array of choices—both in terms of price and quality—than ever before. Recently, however, many sectors are seeing a proliferation of products at the high and low ends of the pricing scale but not in the middle. So are consumers not interested in the middle, or are companies simply aiming high or low? Steve Carlotti, CEO of The Cambridge Group, offers insights into product differentiation and the price consumers are willing to pay for it.