It depends upon the investment strategy of the shareholder. In general if you are older, have amassed some wealth, and cannot afford risk, you pick a stable stock that gives good dividends. The stock price will remain relatively constant but the dividends should be higher than what you would get at a bank.
If you are young and can afford to take chances in the hopes of making big gains, a company that does not give dividends might be the better choice. You are hoping to pick a stock whose price will jump.
Remember you can lose your money in the stock market.
Disclaimer: Your mileage may vary.