That's true in some cases. For instance, you'll get Gates belts from NAPA, which I consider the top of the line. Kragen/Advanced/Checker (all the same company but differnet names in different regions) primarily sell Dayco, which is also decent and used in many Toyotas from the factory. Places like AutoZone you can order the more expensive stuff, but the basic GoodYear (rather than their better GatorBack) is the norm.
But there are cases where it is not so. The Johnson Control battery under the DuraLast and DuraLast-Gold (not "Valuecraft") are excellent products at a very low price according to Consumer Reports and my own experience. Their Gabriel Ultra line of struts use bonded iron pistons instead of Monroe's fiberglass/teflon piston. These would be the better values.
For things like rotors, say Raybestos, and Felpro gaskets are the same in all the stores. So I'll pick the cheapest.
Raymold (by Raybestos) $20 rotors work great and very quiet. But I'll try the Raybestos line rotors $38 at Kragen next time just to see if there is any difference. Raybestos pads
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are quiet but dirtier than Akebono ones
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Of course there are things you can only get at the dealer, like the thermostat and factory red or pink coolant. Then use discount coupons.
It helps to know what you are getting by talking to others. If not, walking into NAPA is generally a good deal unless you want to lighten your wallet some more at the dealer, like paying more than a Gates belt's price for a Dayco or GoodYear belt with one of those printed on it. Or did you say $114 for a rotor. ha ha ha