Consumer Sovereignty
Consumer sovereignty is the theory that consumer preferences determine the production of goods and services. This means consumers can use their spending power as ‘votes’ for goods. In return, producers will respond to those preferences and produce those goods.
Microeconomics is a sub-section of economics that places attention on the behavior of individuals within a market. Unlike macroeconomics, which focuses on broadly applied regulations and trends, microeconomics is concerned with the decisions that consumers or firms make, and the factors that may determine their behavior.