The ingredients/what I want the product to do, will sway me first. Price is relative. I use Suave conditioner to co-wash ($1.00 per bottle or less) and Eluence, AOHSR, AOGPD, Sitrillini (spelling?) and other stuff for Dts. I use Castor oil, Coconut oil and EVOO as well as Cocasta oil. It just depends on what I want it to do.