a market where multiple firms offer variations of the same product or multiple products are offered, each with variations. A variation may be a difference in quality, durability, price or utility. Like pure competition, a large number of firms sell to consumers. No barriers to entry prevent a business from competing in the marketplace, however, businesses will be forced to exit the market if consumers will not purchase their products. A real example of imperfect competition is in the restaurant industry. A single cuisine may be served by more than a dozen restaurants, all differing in quality, quantity, price and cleanliness. Consumers are constricted only by personal preference and affordability in choosing a restaurant.