[dijit]

I can answer at least something, though I'm not a Tory, so someone please correct me if I'm mischaracterising:

1) David Camerons right to own policy was very favourable among young adults who felt like they will never be able to own a home. I had a friend of mine tell me that he "selfishly" voted tory because of that policy.

I didn't have the heart to tell him where the money came from.

2) Tories are good at projecting a feeling of "control" and making their opponents seem a bit chaotic or not as clear. Their opponents do not help themselves here.

This is my own observation, I see often that tories will speak clearly with a single voice and paint labour as being "in chaos" or that labour is seriously divided on key issues.

3) People are generally afraid of immigration. Tories are on the anti-immigration side of things publicly (though, this is betrayed by their actual policies, because immigration brings a lot of wealth to the country.)

4) People don't like taxes, and see the cuts to public services as "eventually coming to them". This was told to me by my friends father who voted tory.