Answer:
Price
Step-by-step explanation:
While there could be more than one factor that influences a customer's decision to buy a product, the underlining factor that has the most weight with regards to decision making is the price.
If a customer wants to buy a jacket that costs $4.99 and sees another store selling a jacket of the same quality or even less quality at $3.50, he is likely to buy the cheaper one in order to save some extra cash. It is linked with the purchasing power of the customer.