True. I think most people want the lowest price for a specific branded product. They start off by deciding, more or less, on getting a certain level of perceived quality, and then finding low prices. The price is secondary to making the decision to purchase a product.
As far as making a "social statement" - buying most recognizable or branded products is a kind of social statement. If it weren't, we wouldn't have such a diverse selection of cars, clothes and laptops.
There's been plenty of research that shows most people are more interested in lower prices than making some sort of social statement.