Buying a Home appliance – Brand outlet vs Dealer outlet

I am sure most of you would have had experience buying a home appliance (TV, Fridge etc.). Every time I go to a Brand outlet (like Sony World etc.) I wonder how they make business. I am assuming everyone knows that the cost for the same product is higher at such outlets than other Private dealer outlets like (Vasanth, Viveks etc.). More often then not, they blindly quote the MRP stuck on the product. Another plus point in approaching the private dealers is that you get to pick and choose from a variety of brands.

If my understanding is right, those Brand outlets also work under dealership – meaning, they are not setup by the brand companies themselves. Not sure what their business model/strategy is like. It certainly calls for some understanding between the brand owner and the outlet.