I have a blue ray player and a HDTV but am not getting true Blue ray quality?

I have a Phillips Blue Ray Player and a Phillips 32" LCD HDTV. I have them connected with a HDMI cable. I am NOT getting Blue Ray quality. When I go to electronic stores and see the same sort of setup the picture quality is amazing (of course that's what Blue Ray is known for).

What do I need to change or adjust to get the picture quality I am supposed to get?

Yes, I am using a Blu ray player and a Blu Ray DVD.
 
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