As someone who lives in an isolated community (accessible only by boat or plane) with a very limited amount of selection in quality audio and home theater components, the most important criteria for me is the reputation of a company (and by extension its products) evidenced by comments and reviews in trade-related web sites and forums. If I can draw an accurate picture of a company and its products from the commentary of individuals who know their topic and subject matter and the picture is one of uncompromisingly positive aspects regarding the company's support, commitment to quality, and customer service I will often make a purchase. I cannot easily test or evaluate many items, so web research is often my best option to determine which product to select.
The real test, though, often comes after I've made a decision to purchase and I start dealing with the vendor - that's when the reputation that I read about gets put to the test - is the vendor helpful in discussing the product and any options (if applicable). Do they make shipping to our somewhat difficult location easy and without gouging me on the price (it happens!). And after I've received the product, are they helpful when I have questions and if something is wrong with the product and it needs to be returned, do they make things as smooth as possible?
A vendor's public reputation, won in the the real world marketplace, is much more meaningful as an indicator of the experience that I can anticipate than any number of expensive advertisements touting a product or manufacturer. Conversely, reading about great products from a "difficult to deal with" vendor is a clear indication that making a purchase, no matter how great the product, is a no go for me. In some ways, I need to be able to have "local vendor support" from companies no matter where they are located, because our local vendors so frequently have very limited selections available.
Dave Seng
Juneau, AK