Fuji is a well-advertised brand, even they are using same sensor size as pentax,
if you check the IT shows often, the price list are as expensive as Canon-Nikon full frame cameras, and sometime more expensive than their entry level full frame.
basically you buy the branding, like those clothes, big luxury brand are more expensive than normal brands.
luxury brands are well presented and well sold, as the profit margin for them is big, seller tends to store them.
small brands are well suitable for people who knows what are needed what are not needed.
-------------------------------------
most people who just jump into photography, we will probably jump into big brands, as they advertise more, so you either get big brand top expensive model, or lower-spec less expensive model.
for pentax ones, you can get better spec-ed model at cheaper price. but you either read about Pentax before or you have a pentax user friend.
-------------------
two of my friends are were new to photograhy, and they asked me for advice, I told them if their budget is big like 1000 SGD+, go caniknon,
if your budget is like 500 sgd. go Pentax and 2nd hand gear.
then one of my friend got a Pentax K30 + kit lens for 599 SGD, and happily shoot after.
and the other of my friend got a 2nd hand K-01 + kit lens for 250 SGD, and happily shoot after.
also you need a know-how friend to get best deal for Pentax, as you need a lot of guides on Pentax stuffs,a bit more exclusive consider the large population of Canon Nikon people.
often my friend need a lens, I help them to sort out and check for them on the 2nd hand market. I got them the cheapest deal in town, as you need a eye on the market to get best price, either during promotion or 2nd hand deal checkup.