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 like cheaper prices.