Good Morning!
In a free market society is the consumer who has the greatest freedom to dictate offers and values. This happens, of course, in an ideal scenario, since in reality the big companies end up choosing the price and avoiding the competition, thus forcing the consumers to consume a certain production. Ideally, however, I repeat, the consumer controls the market as they choose what to buy, who to buy and when to buy, motivating needed changes and improvements in bad products, and encouraging the production of good products.
hugs!