If the consumers would like to buy PS4 from online retailer. They will check the prices on the internet to compare and contrast prices. Amazon sell PS4 at $400 while Walmart is the same prices but in that time Walmart discounted the prices of PS4 only $395. So, they can determine the prices of PS4 because when the prices of PS4 in Walmart has lower prices. Then, they will choose to buy from Walmart for their benefits - cheaper prices.