But merchants will often oblige customers to do things THEIR way, and not how the consumer wants. I use cash. Many times I have found myself in a line where I learn that the clerk ONLY takes credit or debit. I don't have a cellphone. Pay phones have all but disappeared from the landscape. Years ago, a plain vanilla savings account would pay 6-7% interest, incentivizing saving. Now the task of generating interest has been off-loaded to the customer. It goes on and on.
It's true that consumers make choices, but all too often it's a cafeteria arrangement, in which the merchant limits the choices available, and treat consumer behaviour under those conditions as consumer preference. As a lactose intolerant diabetic, I was appreciative that Chapman's ice cream offered a half-dozen or more decent flavours in their lactose-free/no-sugar-added product line. Unfortunately, in a city of one million, I have only been able to find vanilla and chocolate in the grocery chains that cover the landscape. (Unless higher-end, vanilla is usually not what I'd consider a flavour). I wrote to Chapman's, wondering if they had stopped producing the other flavours, and they said that no, they were still making them. I asked my local grocery store if they could get some of those other flavours. No luck. I gather the grocers get what they think are "sure sellers", and since there are no other choices for those of us who have to buy the stuff, we buy it. The grocers then think that's ALL they have to carry. It's not being entirely driven by consumers "voting with their wallets", any more than Cubans kept re-electing Castro or Russians re-electing Putin. Merchants limit the choices for their own convenience.