There are plenty of products and services on the market that customers can choose from. however, customers select the business in which they purchase products based on the perceived value of the business and product. the business must produce value that connects to the consumers' emotional level. if the customer is connected to the business, they will make the purchase. if they are emotionally invested in the product, they will be satisfied and in return they will promote the product, which will generate further sales for the business.