Most of the times, it is our product, our pricing strategy, our conditions. Customer may better choose one of the options that we provide.
A good product is not that much worth if the price is unreasonable, it has no service guarantee and no money back option. If customer sees not much value even though she feels she is paying a higher price, she will not buy it.
It is not easy to find the right value. One way is to ask customers what is the reasonable price(you might get a really low quote). It will give a fair idea of how much they are willing to pay.
A product should be packaged( and I don't mean physical packaging only) so well that the value it offers makes a compelling buy. Does your product offers that value?