The concept that consumers decided what goods and services shall be known as consumer?

The correct option is "sovereignty". Consumer sovereignty is the idea that consumers have the power to determine what goods and services are produced and sold in a market economy. It means that the consumer is the ultimate decision-maker in what is produced because they ultimately determine what is in demand. The producer will only create products and services that consumers are willing to buy, and will make changes based on consumer feedback. Consumer sovereignty is a key principle in a market economy, where businesses compete to provide the best products and services to meet consumer demands.