With so many major stores offering the same items for smaller prices, small businesses, like the ones at Mills 50, can become invisible to consumers. The same thing could be said about the other 8 Districts. The other Districts may offer similar items, if not the same ones, that Mills 50 has to offer. Most consumers buy name brand items instead of small and unknown brand names. The assumption that the more you pay the better the quality is, affects how people spend their money. So, a customer is willing to pay more for a name brand that they are familiar with. Big brands have the budget to get their brand above its competitors. This same concept can be applied to major stores. People are more willing to shop at well-known and well-marketed