In a perfectly competitive market, individual firms are known as 'price takers.' This means they do not have the power to influence or alter the market price of their products. They must accept the going market price, which is determined by overall supply and demand. This occurs because there are many competitors in the market, offering almost identical products. When one firm tries to charge a higher price, consumers can easily switch to another provider offering a lower price.
- Firms have no control over prices.
- Market price is accepted as given.
- Prices are uniform across all sellers.
The bottom line is that, under perfect competition, each seller is so small in comparison to the entire market that their individual decisions on pricing don’t affect the market price.