Brake pad brands and cost

[Sparta VAG]

Just about to order some new brake pads as car will need them doing in the next few weeks but there's a huge variation in price:

Eicher: £34
Pagid: £41
ATE: £45
Textar: £88

Are a set of £34 brake pads going to kill me? Do I really need to spend £88 for a decent set? Any makes to avoid?