Customers will select a product that provides better value for money than other products (biggest Customer Surplus).

$\text{Customer Surplus} = \text{Willingness to Pay} - \text{Price}$

Hence, providing the best value for money is a key strategic objective.

Of course the Willingness to Pay is determined by each customer and differs based on the perceived value of the product which stems from how well the product helps them fulfill their needs.

To increase the Customer Surplus, the company can either increase the Willingness to Pay through Differentiation/Focus generic strategy or decrease the Price through Cost Leadership/Focused Cost Leadership generic strategy.