With no difference between his products and the products of his competitors, he will sell nothing if he charges above the market price and he will sell all if he charges at or below the market price. However, in thinking over the price, he must take the cost of production into consideration and no business person can afford to lose money for a prolonged period. He must be constantly aware of his costs in relation to the market price if he is to competes 7 and earn a profit. Many people have the 8 that as production increases, costs per unit decrease.