Consumer

An entrepreneur may recognise a gap in the market—a consumer need or want that existing businesses are not meeting—and set up a business to serve it. However, a new business need not offer something completely unique. It might improve an existing offer or serve a market with room for another competitor.

Consumer law protects people when they buy goods and services from businesses. It sets standards that businesses must meet: protecting customers is not simply an optional way of providing good customer service.