Though, I'm no expert on power tools, I believe many shoppers are more
familiar with the brand name merchandise of Dewalt, P-C, Bosch, etc. due to
being used by construction contractors, whereas Hitachi and Makitas, though,
have been around for many years, are considered more of a home buyers tool.
Though, I have seen Makita, Hitachi, even Craftsman on job sites and I have
used a Makita cordless drill and currently use a Hitachi router and table
saw, I can honestly say these tools have been flawless for many years.
Therefore, my overall assumption would be the purchasers believe they are
buying a better quality product with the Dewalt, PC, etc. This was my line
of thinking prior to my purchasing more power tools since I moved into my
home a few years back. But, I could be completely wrong.