Background: The Curious Permeation of Competitive Shopping
In today’s era of Amazon, Costco, and Google, consumers are conditioned to competitively shop for goods and services. The concept is simple. Consumers want lower prices, so they shop for the best value and, metaphorically speaking, vote with their feet by taking their business to the retailer with the best pricing. Merchants, in turn, respond to this demand by lowering costs to vie for a greater share of the market. This is the free market at its finest: consumer demand fosters healthy market competition that ultimately drives down costs and increases for everyone.