When every conversation reduces to price, it is tempting to blame the market. The real reason is usually that the customer sees no other difference.
Price is the fallback criterion
People compare on price when they cannot see meaningful differences. With value unclear, cost becomes the only visible measure.
Price competition is a symptom, not a cause.
Sameness invites price wars
When two offers look alike, the rational choice is the cheaper one. The market is not greedy; it is under-informed.
Differentiation is what removes price from the centre.
How to escape price competition
Make the difference clear and the value obvious. When buyers perceive distinct value, they stop comparing on price alone.
Positioning is the way out of the discount trap.