The way that product influences consumer behavior is through consumer willingness to pay, and consumer preferences. This means that even if a company were to have a long history of products in the market, consumers will still pick a cheaper product over the company in question's product if it means they will pay less for something that is very similar. This is due to consumer willingness to pay, or their willingness to part with their money they have earned. Product also influences consumer behavior through customer preferences. For example, take Pepsi vs Coca-Cola, a Pepsi-drinker is less likely to purchase Coca-Cola, even if it is cheaper and more convenient. This is due to the preference of the consumer, and no matter how hard the opposing company tries they will not be able to force the customer to change their mind.