In the absence of value, what usually becomes the determining decision criteria?

In instances where an item or service lacks perceived value, price often becomes the primary deciding factor for customers. When consumers do not recognize or attribute significant benefits to a product — whether due to unfamiliarity, absence of features, or lack of brand loyalty — they tend to rely on price as the most straightforward means of comparison. It allows them to make quick decisions, especially in a market crowded with options.

In many retail settings, consumers are searching for the best deal, which is exemplified in competitive environments where similar products have little to differentiate them beyond cost. Factors like quality, timing, and brand may influence decisions, but without a recognized value, price typically takes precedence.