Who Is Our Competition?

Who is competing with your market stall?
Stallholders would say to me they had unique products for sale and had no competition in the markets.
This is a wrong assumption to make.  I will explain it this way.
A customer visits the market with a defined amount of money in their pocket to spend.
Only under exceptional circumstances will they change their mind.
A customer comes into the market with $50 in their pocket.
They walk around the stalls spending $20 here, then $15 there. At the food stall spends $10. The customer then comes upon your stall with $5 still in their pocket. You have a product selling for $10. You overhear the customer say to a friend 'I really like that but don't have the money this week' and walk away. If you and your product made enough of an impression they will make your stall the first stop next market day.

So who is your competition in the market? The answer is every other stall.