Nowadays very often consumers face with such problem as substitution. As an example we can look at the Lauris, who is student and lives in hostel. He wants to buy a new pillow, because that one in hostel is too big for him. But he cannot buy this pillow, because he must to buy books for the studies. That is abandonment form more preferred good, because you have to buy something more important, furthermore, just bought books will not satisfy Lauris as just bought pillow will. It means that in order to save money Lauris is buying something that he need, but he does not want to buy. That kind of situation is not only unpleasant for consumer, but also unsatisfactory. There could also be other things which Lauris would like to buy instead of buying books.
Consumers will always have their own taste. Reasons why they are or are not buying goods depends not only on their budget or priorities, but also on suppliers – prices, quality, the look of good and so on. It means, that for satisfaction of both consumer and supplier, they will need to take in discount desires of each other.
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