In our private lives we dont think about the nature of value too much, but as a professional buyer for many years its amazing that most people think they know how to buy things, but really they underestimate the complexity.
Many people fail to recongnise the value of goodwill, in the context of the village shop the owner might sponsor the local sports team, or quietly discount goods for the elderly, or turn a blind eye to some minor misdemeanours by local youths. Large corporate stores dont do that, the offer you the illusion of goodwill with loyalty cards and special offers, they may even sponsor a team, but its not from caring about the community its about the illusion of goodwill.
Value = Quality / Price