It really depends on the person. Some people choose their coins due to some influence from friends. I got to choose my tokens or coins from my own research and beliefs that the money that I'm going to invest in won't be put to waste. There are lots of shitcoins in the market and you have to do your own research if you want to profit in the long run. I personally do some thorough research about the people behind doing the project for me to make sure that I'm investing my money to a trustworthy technology.