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bounded rationality
It refers to the idea that individuals attempt to make rational choices, but their decision-making is constrained by limited cognitive capacity, incomplete information, and time constraints.
Market share
The percentage of a market that a firm controls
rational consumer choice
The assumption is that consumers make decisions to maximize their utility (satisfaction) within their limited income and available choices.
Three assumptions of rational consumer choices
Utility maximization
Perfect information
Consumer rationality
Perfect information
Consumers can access to complete and accurate information about prices, products and market conditions