What is the guiding principle for most consumers when choosing among products?

Customer value serves as the guiding principle for most consumers when selecting among various products. This concept encompasses the perceived benefits that a product provides compared to its cost. Customers strive to maximize their satisfaction by choosing products that they believe deliver the best value for the pricing. This idea goes beyond just the price tag; it considers factors like functionality, quality, convenience, and the overall experience that a product or service offers.

When customers evaluate their options, they assess how well each product meets their needs and expectations relative to what they are willing to spend. As such, even established brands with loyal customer bases must continually deliver perceived value to maintain their market position, highlighting how crucial this principle is in the decision-making process.