Consumer sovereignty means that the consumer is?

Consumer sovereignty means that the power is in the hands of the consumers, and that the market is driven by their wants and needs. This means that companies and producers must take into account what consumers want and need in order to be successful. Consumers have the final say in what is produced and what is not by choosing what to buy and what not to buy. This does not mean that consumers are always right or always independent, but it does mean that their choices and decisions play a major role in shaping the market.