State of the country, economic performance, moral rectitude of the government or lack of..
So if you are unhappy with the way the country has been governed, general conduct of the Conservatives, you’ll presumably not vote for them. They’ve had 13 years to improve things. 13 years to level up (Not just Johnson’s plan but Northern Powerhouse before that etc too) and very little has been achieved.
Or
Tradition, how you’ve always voted. Don’t trust the other side however bad your ‘team’ are. Even though your team may have been corrupt, deceptive, inept (Truss, Johnson) or wish washy, indecisive, uncharismatic (Corbyn, Starmer) you’ll still vote for the same party.
I’m interested in tribal politics. The next GE will be fascinating to see if the Red wall continues to crumble and the Home Counties drop their loyalty to the Conservatives….. What does it take to change your allegiance ?