Prescribes the level of significance or utility of a characteristic to the user. The amount of effort to assure conformance can be allocated on the basis of importance to the user. (Major characteristics will require more verification effort than minor characteristics.) VL-VII requires the highest level of effort, and the effort decreases as the VL decreases to the lowest level, VL-I
The bitterness of poor quality is remembered long after the sweetness of low price has faded from memory.