What is it that entices a costumer into an enterprice?

What is it that entices a costumer into an enterprice?
Typically a person or company is enticed into becoming a customer by learning that the company offers a better value proposition for them. A value proposition is the combination of cost, product characteristics, and service characteristics offered by the enterprise.

This can be done by the enterprise honestly or dishonestly. In the latter case, enterprises misstate the real cost or characteristics of their product or omit negative characteristics of their value proposition (hidden costs, limitations, quality problems, or delivering less than was promised).