A consumer preference explains how a consumer ranks a collection of goods or services or prefers one collection over another. This definition assumes that consumers rank goods or services by the amount of satisfaction, or utility, afforded. Consumer preference theory does not take the consumer's income, good or service's price, or the consumer's ability to purchase the product or service. A store's own brand products include all merchandise sold under a retail store's private label. That label can be the store's own name or a name created exclusively by that store. Private label are products...