Just to clarify, in terms of area, it is dependent on location. Where I live which is just a residential area in the outskirts of a city and kind of rural, there is only one salon, a few student nail techs and closer to the city, a few more nail techs (not sure if they are qualified or not) offering gel polish for £9 and then there is me. I do active research in this area (it's called invisible computing), but offering services of a higher quality that is being offered - what started as a hobby ended up becoming professional with guild accredited training and insurance. Getting trained as a male nail technician was another hurdle for me which I reserve for another thread!
The problem that I have is that in the city which is where most of the budget nail salons reside, there is no way I can compete with them and I've had many calls from prospective clients trying to haggle with me over the phone to try and see if I can reduce the prices further when I have discussed this issue with other nail harmony nail techs and said they are reasonable. It's like you say, they only look at prices and as long as they have their nails done, they don't care. An example being a client wanting me to go to her house to do gel polish and soak off for £18 because this is what a salon near her charges and she wanted me to match the salon. I quoted her £22 for Gelish (I clearly advertise Gelish and not a knock off like many do around here) and £5 for the soak off which she said it was too much. I told her in the end that you get what you pay for in this industry; either you take it or you leave it.
In my experience, when I put up offers were I knock off 30% or do a combined fingers and toes for £30, I usually get a lower quality type of client; i.e. one offs.