Supply and demand. There is only as much supply as there is demand. If there is more supply the prices decline if there is less supply the prices rise. If there is demand but not enough to make the supply worth it, its a market failure. The consumer has a price limit he doesnt want to go past, so does the supplier have a limit too. If a product is less expensive than this limit its called either consumer or suppliers affluence . The more of the two the better off the economy is.
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