well.. the person selling the goods is not actually setting a price without first finding an "equilibrium price" ... no one is going to buy those dam Apples if he sets it at $10 each... I mean if the opportunity cost is low for the buyers they will buy ...but it is very unlikely.
Price setting relies a lot in pretty much the bidding of your demand so the seller can suggest a price but the buyers are the ones who will decide whether or not the price is right .....
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